firmly.ai and CJ Forge Strategic Partnership to Transform Native Commerce for Publishers and Merchants

Partnership unlocks new revenue opportunities for publishers and merchants by enabling consumers to discover products and checkout with a merchant at the moment of inspiration within any publisher touchpoint

firmly.ai, the leader in agentic commerce that provides embedded checkout infrastructure, and CJ, a leader in affiliate marketing, announced a collaboration that will equip CJ’s network of publishers and merchants with turnkey access to seamless shopping experiences for consumers—unlocking new revenue streams, real-time attribution, and frictionless checkout across every emerging channel.

As publisher referral traffic continues to decline and consumers increasingly transact within new channels, publishers, affiliates and merchants face the same challenges of engaging and converting consumers. CJ’s integration with firmly.ai solves this by creating a native checkout solution for its merchant partners that allows them to convert consumers at the moment of inspiration without requiring any technical implementation. For CJ’s publisher partners, this means they now have access to a scalable native checkout solution that keeps the consumer within their platform to increase consumer engagement and better understand what their audience is buying at a user level.

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“Affiliate marketing is no longer just about the click—it’s becoming the backbone of a new era in commerce media,” said Santi Pierini, CEO of CJ. “Our partnership with firmly.ai helps to accelerate CJ’s transformation from a leading affiliate network into a true commerce media network, enabling publishers and advertisers to monetize and transact wherever their audiences are—inside editorial content, on social platforms, through AI chatbots, in email, digital ads, and even shoppable CTV experiences. Together, we’re expanding the very definition of where and how commerce happens.”

As a result of the partnership, merchants using CJ gain plug-and-play access to this enterprise-grade checkout within every emerging channel and publisher platform while staying Merchant of Record and keeping attribution intact.  Checkout experiences powered by the firmly.ai API ensure the merchant remains the Merchant of Record and improves ROI by reducing the number of clicks required by the consumer to checkout.

No longer do publishers need to integrate with each merchant individually nor do they need to invest in an expensive proprietary marketplace that has challenging economics and operational headaches. With the firmly.ai integration, CJ publishers now have the opportunity to transform content into seamless shopping experiences with virtually any e-commerce merchant. This gives the consumer comfort that they are shopping directly with the merchant and enables publishers to convert inspiration into revenue instead of just selling banner or referral clicks.

“CJ shares our vision to bring true agentic commerce to life,” said Kumar Senthil, CEO of firmly.ai. “By combining their expansive affiliate network with our unified commerce layer, we’re not just partnering—we’re transforming the shopping experience. Together, we’ll change how and where people buy, while driving real, measurable ROI for both publishers and merchants.”

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