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For Merchants

If you’re a merchant — selling on any industry-standard commerce platform or a custom platform — Firmly connects your catalog and checkout to where your customers discover: AI agents, publishers, marketplaces, banks, and wallets.

One connection on Firmly Connect, and your products are reachable across every Firmly-powered destination.

Sign up at Firmly Connect Create your merchant account at merchant.firmly.ai and start the onboarding wizard.

​​ How merchant onboarding works

Merchants onboard through a guided wizard at merchant.firmly.ai (Firmly Connect). The wizard has two Firmly-reviewed gates (KYB approval, Go-live approval); everything else is self-serve. Firmly handles the platform integration on its side.

Merchants go live through onboarding itself — there’s no separate sandbox to set up and no App ID to manage. (App IDs are the destination side: AI agents, publishers, and other surfaces get a try-it path with one; merchants don’t need it.)

After go-live, the Merchant Portal in Firmly Connect is your day-to-day home — orders, catalog scope, destination opt-ins, team, and audit logs. See Firmly Connect for the full Merchant Portal reference.

​​ The 7-step wizard

# Task Who does it What it is
1 Complete integration Firmly Firmly’s integration systems connect to your commerce backend — automated; you have no “Start” button
2 Know Your Business (KYB) You Fill out company info, brand identity, terms & privacy — submitted for Firmly review
3 Configure product catalog You Pick Entire Catalog (recommended) or a curated subset
4 Configure destinations You Opt into specific channels on Firmly’s network
5 Sign merchant agreement You Review and sign the participation agreement
6 Complete CDN whitelisting You Whitelist Firmly’s traffic at your CDN — most merchants don’t need it
7 Go-live approval Firmly Firmly reviews your configuration and approves you to go live

KYB approval gates everything else. Most steps are simple forms, radio buttons, and toggles (the agreement is a form plus a click-through signature), so onboarding is largely self-serve — a few things are settled in a short conversation with Firmly’s team rather than in the wizard: catalog scoping and exclusions, and, for headless/composable/custom platforms, the credential handover. CDN whitelisting is the main optionally-technical step and most merchants don’t need it — it applies only when your CDN/WAF actively blocks Firmly’s traffic.

Review turnaround for the two Firmly-reviewed gates (KYB and Go-live) is communicated during onboarding and confirmed during KYB — Firmly gives you the expected timeline so you know when to expect a decision.

​​ What you get

Reach new surfaces Your products available wherever your customers are inspired to buy — AI assistants, search engines, wallets, brand-loyalty apps, publishers — without rebuilding for each surface.
Keep your checkout Firmly routes traffic and order intent into your existing storefront — the checkout your customers complete is still yours.
No replatforming Firmly adapts to a wide range of industry-standard commerce platforms and custom platforms — without code changes on your side.
Real-time inventory Pricing, stock, and availability are read live from your store, and stock is re-checked before an order is placed — so oversells are rare rather than routine.
Native order flow Orders appear in your platform’s native admin / order management system with full line items, addresses, and payment captured.
Affiliate attribution Each order is tagged with its originating destination so commissions and origination credit flow correctly without manual reconciliation.

​​ Checkout capabilities

Most stores are Standard — the simple checkout works on every connected platform, no extra setup. You need Advanced only if you sell items that split into multiple shipments (furniture, appliances, multi-warehouse) or need delivery scheduling, add-ons, or ZIP-coverage gating — and only if your platform supports it. Not sure? Assume Standard — see which is my store? or ask Firmly during onboarding.

Every store
Standard

The checkout every connected store supports — no platform work.

  • Cart, address, one-shipment checkout
  • Promo codes and consents
  • Orders land in your existing OMS
  • Works on every platform
Supported by default
Standard vs Advanced for your platform →
Select platforms
Advanced

Richer fulfillment — when your platform supports it.

  • Split shipments across items
  • Delivery scheduling and pickup
  • Add-ons and protection plans
  • ZIP-coverage gating
Needs platform support
Standard vs Advanced for your platform →
Quickstart Sign up at Firmly Connect and walk through the wizard Onboarding walkthrough The 7 wizard tasks in detail Credentials & API Access What Firmly needs to connect to your platform — and what you don’t have to provide Catalog & Pricing How your catalog and pricing flow through Firmly Going Live Firmly’s go-live approval step — what they review and how to satisfy it Supported Platforms What platforms are connected today and how each is handled

​​ Where Firmly does and doesn’t touch your stack

Layer Firmly involvement
Your catalog (SKUs, prices, images) Read by Firmly via your platform’s standard API
Your storefront pages Untouched — Firmly doesn’t render anything on your own storefront
Your cart and checkout Firmly drives this for orders coming from connected destinations; your own storefront cart and checkout are untouched
Your order management system Orders arrive here exactly as native customer orders
Your payment processor Firmly routes payment to your existing PSP, in your existing accounts
Your analytics and reporting Untouched — orders show up in your normal reports
Everything after order placement Untouched — your existing workflows continue exactly as before

You stay the seller of record. Firmly never becomes the seller — orders placed through connected destinations land in your own order management system, under your own merchant and payment accounts, exactly as native customer orders.

Security and data handling. Firmly’s data-flow, data-handling, and compliance details are available under NDA on request — contact Firmly to review them with your security team.

​​ What about API credentials

For most industry-standard commerce platforms, you don’t provide API credentials yourself. Firmly connects via standard discovery patterns against your store. The “Complete integration” step in the wizard is Firmly-driven and automated.

For custom platforms, Firmly will walk you through any specific connection your stack requires — see Credentials & API Access for the full list of cases where merchant input matters.