Perplexity expands e-commerce features with Firmly.ai partnership

AI search engine Perplexity is partnering with Seattle-based startup Firmly.ai to expand its shopping capabilities. According to Perplexity chief business officer Dmitry Shevelenko, in an interview with Fortune’s Jason Del Rey, over 150 merchants have expressed interest in selling through the platform since its shopping tools launched in November. The Firmly.ai integration will allow thousands of retailers to connect with Perplexity through a single integration while maintaining control of customer data and transactions. Unlike Google’s advertising model, Perplexity isn’t taking a cut of sales made through its search results. Shevelenko emphasized the importance of user trust, noting that shopping-related queries have increased fivefold since launch, but the company is cautious about balancing product recommendations with user experience.