JPMorgan and Mastercard back Seattle startup Firmly’s bet on AI shopping agents
THE SO WHAT
If JPMorgan and Mastercard are backing Firmly’s $15 million bet on AI shopping agents and its Ask Agent product, they’re treating agentic commerce as a new transaction surface — not a toy. Retailers should assume the “where” of checkout is fragmenting and start testing how their catalog and pricing behave when intermediated by third-party agents.
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