ABOUT · UMANG CHHAPARIA
Umang Chhaparia
Co-founder of Tru Commerce (formerly Asva AI). Leads engineering and platform — making protocols, agent surfaces, and merchants speak the same language, invisibly.
Focus
The interesting problem in agentic commerce isn’t the AI. It’s the translation. When a shopper asks ChatGPT to buy something, six different protocols could carry that intent to a merchant. Six different agent surfaces could be the origin. Six different payment primitives could settle it. Six different checkout mechanics could close it. None of them speak each other’s language natively.
The brand shouldn’t have to care. That’s the engineering job. Build the translation layer that lets a Shopify merchant, a BigCommerce merchant, a custom-stack merchant, an Amazon-Business merchant all get discovered, recommended, and transacted with by every agent — through one integration, one contract, one dashboard.
The measurement work Viren started at Asva showed us the scale of the gap. The infrastructure work is what makes the gap closeable.
My focus at Tru Commerce is the platform spine: protocol translation (ACP, UCP, AP2, MCP, A2A, TAP under one API), server-side attribution (the DACT-panel infrastructure that gives brands a real AI-revenue number), and the checkout execution layer that closes transactions inside every major agent surface.
The best part of this work is that when it’s done right, nobody notices it exists. Merchants ship. Agents shop. Money flows through the right pipes and lands in the right accounts. Invisible infrastructure done right is the whole point.
Elsewhere