Comparison · Tru Commerce vs Firmly
Tru Commerce vs Firmly
Firmly solves the connectivity layer — get your catalog onto every agent surface. Tru Commerce does that and also tells you where you currently rank, where competitors are taking the citation, and which surfaces are sending revenue. One platform, four tracks.
factual matrix · no editorial
Who's comparing
Enterprise no-code teams choosing between a Connect-only portal and a full agent-commerce platform with visibility, analytics, and ads built in.
How Firmly positions themselves: “Self-onboarding portal for protocol-agnostic merchant connectivity.”
Feature comparison
Feature
Firmly
Tru Commerce
Catalog connectivity
✓ Core product
✓
Self-onboarding portal
✓
✓
Protocol coverage
UCP, ACP, AP2, TAP, MCP, KYA
ACP, UCP, MCP, AP2 + browser fallback
Merchant of record preserved
✓
✓
Citation Rank / AI Share of Voice
—
✓ Track 02
Visibility Score
—
✓
DACT / agent-attribution
—
✓ Track 03
Sponsored-placement support
—
✓ Track 04 (early)
Product tracks
1 (Connect)
4 (Connectivity · Visibility · Analytics · Ads)
Published pricing
Not public
Free → 2% → custom
When to pick which
Firmly is the right call when connectivity is the only gap and you already have measurement, attribution, and ad infrastructure in place. Tru Commerce is the right call when you want measurement, connectivity, attribution, and sponsored placement to share one data model from day one.
Proof