Azoma Raises $11.2M Series A to Help Brands Sell Through AI Shopping Agents
October 21, 2026
Azoma (Techstars 2023) has raised an $11.2M Series A to help consumer brands get their products discovered and recommended by AI shopping agents like ChatGPT, Alexa for Shopping, and Walmart Sparky.
Azoma (Techstars 2023) has raised an $11.2M Series A. The round follows a $4M seed announced in December 2025.
Azoma helps consumer brands get their products discovered, understood, and recommended by AI shopping agents. The company calls this practice Agentic Commerce Optimization, or ACO, and has played a big part in defining it. The new funding will expand Azoma's platform across a fast-growing set of AI personal assistants, build out optimization and attribution tools for enterprise brands, and grow the team, with a particular focus on recruiting AI talent.
Momentum Behind the Round
Azoma's revenue grew almost tenfold over the past year, and the team grew from 12 to 40 people across offices in Toronto and London. The company works with global consumer brands including L'Oréal, Unilever, Mars, Beiersdorf, and Reckitt.
What Agentic Commerce Optimization Means
More and more shoppers are asking an AI agent what to buy. Those agents come in a few forms. There are LLM applications like ChatGPT and Gemini, retailer shopping assistants like Alexa for Shopping, Walmart Sparky, and Instacart Clementine, and personal AI agents like Meta Muse, ChatGPT Dots, and Instinct. ACO is the work of making sure a brand's products show up well across all of them.
The opportunity is large. McKinsey projects that agentic commerce could account for $5 trillion globally by 2030, including up to $1 trillion in US retail revenue.
It's also complicated, because every agent builds its answers from different sources. Azoma analyzed 38 million citations and found that editorial coverage makes up 51.9% of what Google Gemini cites, compared with 7.6% on Google AI Overviews. Affiliate content drives 39.6% of Alexa for Shopping's citations and less than 2% on every other engine measured. A strategy that works well on one agent may do very little on another.
To give brands a shared way to approach the problem, Azoma co-authored an ACO framework with the Digital Shelf Institute. The 5 C's of Agentic Commerce cover Completeness, Context, Citations, Correctness, and Customer Acquisition. The framework is now in use at 40% of the 50 largest CPG companies.
How the Platform Works
Azoma brings measurement, optimization, and execution together in one platform. Brands can see how their products appear across AI agents, then act on the product data, content, and third-party sources that shape what those agents recommend. The company holds two granted patents covering AI brand monitoring and AI product content creation.
One of its core tools is Digital Twin technology, which simulates AI shopper personas. Brands can see how a specific type of buyer is shown their products, which gives them a far more detailed picture than one overall visibility score.
Azoma also supports emerging agentic commerce protocols, including the Universal Commerce Protocol and the Agentic Commerce Protocol. That coverage extends its work to the surfaces where purchases now happen.
What's Next
With the Series A closed, Azoma will expand into AI personal assistants such as ChatGPT Dots and Meta Muse, build deeper optimization and attribution capabilities for enterprise consumer brands, and keep hiring top AI talent.
The People Building It
Azoma was founded by Max Sinclair and Timur Luguev. Max, the company's CEO, is a former Amazon executive. Timur holds a PhD in machine learning and previously worked as a postdoctoral researcher in the field.
"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," said Max Sinclair, CEO and co-founder of Azoma.
To learn more, visit azoma.ai.
