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What does it take to build infrastructure for a world that didn't fully exist yet? In this episode, Kumar Senthil, CEO and Co-Founder of Firmly, shares how he spent five years quietly building the plumbing that lets AI agents discover products and complete purchases on behalf of consumers, all while keeping the merchant in control of their data and customer relationship.
Kumar recounts the long, often painful journey of solving a two-sided marketplace cold start problem, being laughed out of VC meetings, operating under NDA for years, and finally breaking through with the just-signed lead for their Series A.

In This Episode, You'll Learn:
- Why Kumar left Samsung to solve what he saw as an inevitable and global merchant integration problem
- How Firmly built a universal API abstraction layer that connects to 11 million merchants with zero code changes required from the merchant
- Why keeping the merchant as the merchant of record and preserving first-party data is the core differentiator over Instagram Shop and TikTok Shop
- How AI agents infer and auto-generate native API connections to merchants who don't publish public APIs
- The brutal two-sided marketplace chicken-and-egg problem and how a breakthrough with a major social platform (under NDA) was the first sign of product-market fit
- Why agentic commerce creates a flywheel for merchants, payment gateways, and AI platforms alike
- Kumar's raw, honest advice for entrepreneurs, including why you should expect the journey to be harder than you imagined, and why resilience, family support, and financial runway matter as much as the idea

Kumar Senthil is the CEO and Co-Founder of Firmly, where he is building agentic commerce infrastructure that enables autonomous AI agents to discover, transact, and complete purchases seamlessly. Prior to that, he held leadership positions at Samsung.com, Groupon, Microsoft, and others, where he launched many products and built successful businesses.

Brought to you by TiE Seattle
Hosts: Shirish Nadkarni and Gowri Shankar
Producers: Minee Verma and Eesha Jain
YouTube Channel: https://www.youtube.com/@fromstartuptoexitpodcast