Kumar N Senthil is the founder and CEO of firmly, the agentic commerce platform that enables consumers to securely purchase products online through any AI channel, without requiring merchants to modify their websites or checkout systems.

Based in the Greater Seattle area, Kumar has spent the past six years building infrastructure to address the fragmentation of agentic commerce. As protocols such as UCP, MCP, ACP, AP2, and KYA proliferate, merchants cannot afford to integrate separately with every emerging AI channel—or risk being absent from them. firmly abstracts away that complexity, making merchants instantly shoppable wherever consumers choose to buy.

Kumar brings extensive experience building large-scale commerce and technology platforms. Before founding firmly, he held product and leadership roles at Samsung, Groupon, and Microsoft, where he launched multiple products and businesses. An early pioneer in agentic commerce, he speaks candidly about overcoming the two-sided marketplace cold-start problem and building with conviction through years of investor skepticism—before agentic commerce became an established category.

Kumar is a frequent voice on the transition from web-based to AI-driven commerce. He has appeared on podcasts including Ecommerce Coffee Break and From Startup to Exit, and has spoken at Money20/20 and Shoptalk.