Vendor profile, agent-pay builder
Firmly
In short
Firmly is a commerce platform that extends a merchant's own catalogue and checkout into AI assistants, articles, marketplaces, ads and connected TV. It says its Connect product is live and needs no merchant engineering. It appears in Mastercard's own roster of Agent Pay enablers and partner logos. No price is published.
At a glance
- What it is
- Agentic commerce platform that extends a merchant's real-time catalog, product pages and checkout into AI agents, articles, marketplaces, ads and CTV; an early Mastercard Agent Pay enabler.
- Type
- Agent-pay builder
- Homepage
- firmly.ai
- Last read
What it does for this layer
- Firmly calls itself an agentic commerce platform that extends a merchant's real-time catalog, product pages and checkout into any channel. firmly.ai, read 5 Nov 2026.
- Firmly says firmly Connect is live and lets merchants sell through any AI agent with no merchant engineering. firmly.ai, read 5 Nov 2026.
- Firmly lists AI assistants, articles, marketplaces, ads and CTV as places shoppers can buy through its checkout. firmly.ai, read 5 Nov 2026.
- Firmly's site navigation lists a product called Ask Agent alongside firmly Connect. firmly.ai, read 5 Nov 2026. Observed
- Mastercard named Firmly.AI among the agentic commerce enablers going live as Agent Pay rolled out to U.S. cardholders in 2025. mastercard.com, read 5 Nov 2026, dated 10 Sep 2025. Secondary source
Partner lists that name it
| Where it appears | Source | Basis | Read |
|---|---|---|---|
| Partner logos on the Mastercard Agent Pay page | mastercard.com | Observed | 5 Nov 2026 |
Products and plans
| Product | What it is | Price on file |
|---|---|---|
| firmly Connect | Merchant connection that makes catalog and checkout available to AI agents. | Its homepage publishes no price |
Standards
| Standard | Status | Evidence and source |
|---|---|---|
| ACP | no statement | None in the pages read, 5 Nov 2026 |
| UCP | no statement | None in the pages read, 5 Nov 2026 |
| AP2 | no statement | None in the pages read, 5 Nov 2026 |
| Visa TAP | no statement | None in the pages read, 5 Nov 2026 |
| Visa IC | no statement | None in the pages read, 5 Nov 2026 |
| Mastercard Agent Pay | announced | Named by Mastercard among enablers going live with Agent Pay (10 Sep 2025). mastercard.com, read 5 Nov 2026 |
| Agent Pay for Machines | no statement | None in the pages read, 5 Nov 2026 |
| Amex ACE | no statement | None in the pages read, 5 Nov 2026 |
| x402 | no statement | None in the pages read, 5 Nov 2026 |
| MPP | no statement | None in the pages read, 5 Nov 2026 |
| Link for agents | no statement | None in the pages read, 5 Nov 2026 |
| Verifiable Intent | no statement | None in the pages read, 5 Nov 2026 |
Checks on this vendor's domains
| Check | Result | Domain read | Dated | Source |
|---|---|---|---|---|
| Ora agent-readiness score (cached) | 52/100 (C) | firmly.ai | 24 Aug 2026 | ora.ai |
| Cloudflare isitagentready scan | 0/100 (L0 Not Ready) | firmly.ai | 5 Nov 2026 | POST /api/scan on isitagentready.com, documented in llms-full.txt |
| Homepage fetch at build | HTTP 200 | firmly.ai | 5 Nov 2026 | firmly.ai |
What it does not do
- Firmly does not take over the merchant's catalog or checkout; it extends the merchant's own into other channels.
Related pages on this site
- All agent-pay builders in the vendors section
- All vendors
Sources
- firmly.ai, read 5 Nov 2026
- Buy now, anywhere., read 5 Nov 2026
- Mastercard unveils new tools and collaborations, read 5 Nov 2026
- Mastercard Agent Pay, read 5 Nov 2026
- Ora cached score record for firmly.ai, read 5 Nov 2026
- isitagentready scan service documentation (llms-full.txt), read 5 Nov 2026
Last reviewed