About

firmly makes every impression shoppable.

Bring your store to shoppers so they can "Buy now, anywhere^®"

Our Mission

Enable merchants to bring their eCommerce stores anywhere

Our north star is to help merchants enable consumers to "buy now, anywhere", and to provide a solution to:

enable a distributed commerce solution that enables merchants to reach consumers on social platforms, on content sites, on marketplaces, while watching videos, and in new channels like CTV

ensure the merchant is always the merchant of record and always gets 1st-party data, no matter where the consumer chooses to buy

allow consumers to enjoy the fully branded, full functioning ecommerce experience that the merchant provides on their own site

dramatically simplify the checkout experience for consumers, while always leveraging the merchant's existing checkout solution

provide all of the above without requiring merchants to do any engineering -- ensure they are up and running in just a few hours

We often hear "it sounds too good to be true", and we agree -- but that's what sets firmly apart from all other distributed commerce solutions on the market.

Core Values

We dream big

We are transforming buying behavior by making every moment shoppable.

We make it happen

We are passionate team inspired daily in solving complex shopping experiences.

We innovate

Our DNA and mantra are derived from a zero change to merchants philosophy. We bring technologies that extend transactional reach that scales to millions of merchants without the need for integration.

Executive Team

Led Global Samsung eCommerce product, growing it from $50M to $1B (20x in 5 years). Built Groupon Goods platform. Launched V1 of Windows Azure and Office365

Kumar N Senthil

Co-founder & CEO

Founder and General Partner of Conexo Ventures. Co-founder of Loop Pay, acquired by Samsung and became Samsung Pay. Former PayPal, Nokia and Gemalto BD exec. Successful fintech investor/mentor (Mobeewave sold to Apple, Roam to Ingenico)

Damien Balsan

Co-founder & President

10+ years experience building partnership GTM strategies with some of the largest SI’s & Agencies. Former VP of Agency Alliances at FAST. Prior, Agency Alliances for NA and LATAM at Salesforce via Demandware acquisition where he was Head of Partnerships for North America.

Brian DeMelo

VP of Partnerships & GTM

20+ years selling payments to large retailers and brands consisting of POS, BNPL, Cross Border, payment processing and alternative payment methods. Spent 10 years at PayPal launching new verticals and markets. G2M innovation Team

Toni Stinton

Head of Enterprise Sales

Chief technical architect for Samsung global eCommerce and managed 20+ countries. Chief architect at Xome, 4C Insights, Global Scholar (ed-tech startup, acq by Scantron), Lead engineer at Drugstore.com

Murali Krishnamurthy

Co-founder & CTO

Sr Director of Architecture at Samsung, responsible for performance and reliability on 20+ countries. Lead engineer in Samsung Brazil, developing globally used Android solutions. Key engineer in digital circuit design reference for the Physical Layer of first Brazilian long-range LTE at CPqD