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Why Firmly Connect

Firmly Connect is the single integration point that distributes a merchant’s catalog and checkout across every destination Firmly is connected to — so a merchant reaches AI surfaces, marketplaces, and publishers without building a separate integration for each one.

​​ What’s in place

​​ Self-service onboarding

A 7-step wizard handles the entire onboarding journey — KYB, catalog scope selection, destination opt-in, agreement signing, optional CDN whitelisting. The merchant submits forms and clicks toggles; Firmly handles the platform integration on its side. Most merchants onboard with little or no code.

​​ Adapters for a wide range of commerce platforms

Firmly speaks each merchant’s native API across a wide range of industry-standard commerce platforms and custom platforms. Orders land in the merchant’s native order management system as if a customer placed them directly. The merchant’s existing back-office workflows are unchanged.

​​ Distribution to every connected destination

Once the merchant goes live, their catalog is reachable across the full Firmly network — AI shopping agents, publishers, marketplaces, social surfaces. New destinations connect to Firmly; merchants on Firmly Connect get distribution automatically.

​​ Identity and access controls

Owners, editors, and viewers; per-domain SSO enforcement; Generic OIDC and SAML 2.0 today, with templates for Okta, Microsoft Entra ID, Google Workspace, Auth0, and OneLogin coming; and team invitations with role-based access. The roles, per-domain SSO, and OIDC/SAML support are built and configured through the dashboard; the named provider templates are on the way.

​​ Audit logging

Every team action and configuration change writes a typed event to the audit log, surfaced in the portal with the actor’s email recorded.

​​ Custom adapter support

For merchants on a headless or custom commerce stack, Firmly Connect includes an in-dashboard code editor for the JavaScript adapter Firmly executes against their backend. Most merchants never need this — they sit on top of a prebuilt platform adapter.

​​ What the merchant doesn’t have to do

  • Provide API credentials (Firmly handles platform integration)
  • Negotiate individual destination contracts (opt-in via toggles)
  • Implement protocol bridges (Firmly speaks UCP, ACP, MCP, and direct REST — Universal Commerce Protocol, Agentic Commerce Protocol, Model Context Protocol, and direct REST)
  • Build a separate AI-commerce checkout (orders land in their existing OMS)
  • Configure per-destination catalogs (curate once via catalog configuration)

​​ When Firmly Connect fits

  • The merchant has a store on any industry-standard commerce platform or a custom platform and wants to be reachable in AI shopping
  • The merchant wants to control which destinations they sell through without doing per-destination integration work
  • The merchant has identity / security requirements (SSO, audit trail, role-based access)
  • The merchant wants their existing back-office workflows to keep running unchanged