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  3. Destination Surfaces

Destination surfaces

A destination is where the buyer encounters Firmly-powered commerce — a publisher’s deal page, an AI agent’s response, a social feed’s product card, a shoppable ad, a connected-TV overlay. Firmly is the commerce backend that turns any of these into a working purchase surface.

If you’re a merchant rather than a destination — making your products reachable to buyers — see For Merchants.

​​ Destination categories

Five categories, organized by the buyer surface where commerce happens.

Publisher sites Editorial media, deal and coupon sites, reviews, buying guides, vertical communities. The highest-intent destination category — audiences arrive with purchase intent. Ads Shoppable and transactable ad placements across ad networks — in-feed cards, sponsored results, video pre-roll, sidebar units. Commerce moves to where the ad renders. AI surfaces AI chat products, answer engines, and assistants where users ask to buy. Commerce becomes a turn in the conversation. Social platforms Social feeds, messaging surfaces, and creator-driven commerce. Buyers arrive through social discovery. Connected TV CTV apps and OTT surfaces — shoppable content, overlay purchasing, and remote-driven commerce on the living-room screen.

​​ Status by category

Firmly’s destination buildout is staged. Each category’s page details what’s available today and what’s on the roadmap.

Category Status today
Publisher sites Available — Firmly platform supports publisher-driven commerce; partner integrations active
Ads Emerging — first ad-network integrations in production; broader coverage on roadmap
AI surfaces Agentic-commerce platform is production-ready today — AI agents transact through Firmly now; the destination-category buildout (packaged per-surface integrations) is on the roadmap
Social platforms Roadmap
Connected TV Roadmap

For status on a specific category, see its destination page.

​​ How destinations relate to solutions

A destination is where the buyer is. A solution is what Firmly assembles for that destination shape. Most destinations use more than one solution. For example, a publisher running deal pages typically uses Publisher Commerce for editorial commerce and Branded Commerce for white-labeled ad-driven checkout.