JP Morgan Payments and Mastercard invest in agentic commerce startup firmly

J.P. Morgan and Mastercard are betting big on 'agentic commerce' by investing in a startup called firmly. For retailers, this represents the next evolution of one-click checkout. The technology allows customers to complete a purchase instantly from anywhere they see a product—whether that is an Instagram post, a YouTube video, or a news article—without being redirected to a traditional web store. This is a major win for merchants struggling with cart abandonment. By embedding the checkout and financing options directly into social and content feeds, you remove the friction of forced account creation and multi-step redirects. The platform uses a no-code setup, meaning you don't need a massive IT budget to implement these 'buy now' capabilities across the web. Crucially for your financing strategy, this platform integrates payment and shipping data automatically. As J.P. Morgan and Mastercard integrate their technology, expect to see more streamlined 'Buy Now, Pay Later' (BNPL) options appearing directly inside these shoppable ads. This ensures that the moment a customer feels the impulse to buy, the ability to pay over time is right there in front of them, potentially increasing conversion rates for high-ticket items.

Source: Finextra — Lending

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