The round led by Puma Growth Partners, with participation from dunnhumby, Twin Path, MaRS IAF, Rank Ventures and Ignite Ventures
Azoma, a leading Agentic Commerce Optimization (ACO) platform that helps brands drive revenue through AI shopping agents has announced a $11.2 million Series A funding round led by Puma Growth Partners, with participation from dunnhumby, Twin Path, MaRS IAF, Rank Ventures and Ignite Ventures and Angels from Google DeepMind and Legora.
The round will fund the expansion of Azoma’s platform across the emerging market of AI Personal Assistants such as ChatGPT Dots and Meta Muse; as well as the build-out of its optimization and attribution capabilities for enterprise consumer brands utilizing dunnhumby data. The funding will also support further team growth with a particular focus on continuing to recruit best-in-class AI talent. Azoma has grown revenue almost tenfold over the past year and expanded its team from 12 to 40 people, and works with global consumer brands including L’Oréal, Unilever, Mars, Beiersdorf and Reckitt. The round follows a $4 million Seed announced in December 2025.
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What is Agentic Commerce Optimization
Agentic Commerce Optimization is the practice of making a brand’s products discoverable, understandable and recommended by LLM Applications like ChatGPT and Gemini; Retailer Shopping Assistants Alexa for Shopping, Walmart Sparky and Instacart Clementine; and Personal AI Agents like Meta Muse, ChatGPT Dots and Instinct. McKinsey projects that agentic commerce could account for $5 trillion globally by 2030, including up to $1 trillion in US retail revenue.
Each of those agents assembles its answers differently, from different sources. Azoma’s analysis of 38 million citations found that editorial coverage accounts for 51.9% of what Google Gemini cites but only 7.6% on Google AI Overviews, while affiliate content drives 39.6% of Alexa for Shopping’s citations and under 2% on every other engine measured. This is why Azoma co-authored the industry standard ACO framework with the Digital Shelf Institute: the 5 C’s of Agentic Commerce – Completeness, Context, Citations, Correctness and Customer Acquisition, which is currently being deployed in 40% of the 50 largest CPGs.
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Azoma combines measurement, optimization and execution in a single platform, and holds two granted patents covering AI brand monitoring and AI product content creation. Its Digital Twin technology simulates AI shopper personas, so a brand can see how a specific type of buyer is shown its products rather than relying on a single visibility score. The platform’s coverage of agentic commerce protocols, including the Universal Commerce Protocol and the Agentic Commerce Protocol, extends that work to the surfaces where transactions now complete, strengthening Azoma’s position as a leading ACO platform.
Azoma was founded in 2022 by Max Sinclair, a former Amazon executive; and Timur Luguev, a PhD and Postdoctoral Researcher in machine learning. Max Sinclair, CEO and Co-Founder of Azoma, commented: “Three hundred and fifty million people used Alexa for Shopping last year. Walmart customers who use their AI Shopping Assistant Sparky spend 40% more than those who don’t. Instinct, the personal AI Assistant that launched in August with zero marketing budget, already accounts for $1bn in transactions, and is growing at a rate of 10% day over day. Agent-to-agent commerce has arrived faster than anyone expected. For our customers, this will be more transformational than the internet. Agentic Commerce will be on a par with how electrification birthed or transformed these enterprise consumer brands.”
Henri Songeur, Investment Director at Puma Growth Partners, added: “We are delighted to be backing Max, Timur and the wider Azoma team as they capitalise on one of the fastest shifts we have seen in e-commerce. Azoma has built a defensible measurement solution in a category it helped create, with enterprise customers already in place. Their clients are at the very forefront of e-commerce, manage vast portfolios of staple household goods and are trusting Azoma to help optimize their approach to market. We look forward to supporting their next phase of growth.”
