Firmly Launches Connect Code-Free Agent Platform
Firmly announced Firmly Connect on Tuesday, a no‑code onboarding solution that links sellers’ existing sites to emerging AI‑driven shopping channels without a single line of code.
No‑code onboarding cuts setup to minutes
The new service lets retailers verify business credentials, choose target environments and publish product feeds while keeping full control over price, stock and distribution. Backcountry, Best Buy and other early adopters used the solution.
“Agentic Commerce will represent one of the most important shifts we’ve seen in digital retail—opening up entirely new demand channels through AI agents, and emerging vertical shopping apps. The challenge has always been how complex and resource‑intensive it is to integrate any new individual channel,” said Kevin Lenau, president of the Backcountry family of brands.
“With firmly, that barrier disappeared. Backcountry and CSC can now easily connect their brands to these new channels, with zero engineering resources or reworking our infrastructure. I did not believe the zero engineering to launch but they proved this true. This is a major step forward in unlocking the full potential of agentic commerce at scale.”
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Traditional connections for AI‑driven commerce often require three to twelve months, involve a dozen or more staff members and can cost between $250,000 and $500,000 per endpoint. Firmly Connect reduces that timeline to roughly 45 minutes of seller effort and trims costs by an estimated 95%.
“Agentic commerce is rapidly emerging as the next major distribution channel for online retail, but integration complexity has slowed adoption,” said Kumar Senthil, co‑founder and CEO of the firm. “We built Firmly Connect so merchants can become agentic‑ready in hours, without writing a single line of code, and reach every AI commerce channel through a single integration.”
Core technology under the new service
The offering rests on three capabilities. First, a protocol abstraction layer translates across emerging standards such as MCP, AP2, ACP, UCP, A2A and KYA, letting sellers tap multiple ecosystems without rebuilding code. Second, a horizontal infrastructure sits above existing commerce systems, enabling a single link to distribute everywhere. Third, a merchant‑of‑record model preserves brand identity, customer relationships, first‑party data and control over pricing and inventory.
The firm also unveiled a partnership with Aurus, an enterprise omni‑commerce payment platform active in more than 25 countries. Aurus becomes the first gateway with native AI‑shopping capabilities, allowing its retail clients to extend catalogs and checkout flows into new environments while retaining their own branding and data.
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Compared with the early days of mobile payments, where each new wallet required a bespoke connection, this approach feels like a natural evolution—once a heavy‑lift, now a plug‑and‑play step. The shift mirrors how payment processors moved from point‑of‑sale terminals to cloud APIs, dramatically lowering barriers for merchants.
Retailers welcome the speed.
With the platform now live, merchants can add AI‑shopping agents, marketplaces, publishers and other emerging environments from a single dashboard, keeping a clear view of product presentation and transaction performance across the whole network.
