Azoma raises $11.2 million Series A to continue defining the Agentic Commerce Optimization category
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Azoma, the Agentic Commerce Optimization (ACO) platform that helps brands drive revenue through AI shopping agents, today announced an $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. Azoma has grown revenue almost tenfold over the past year and expanded its team from twelve to 40 people across London and Toronto, working with global consumer brands including L’Oréal, Unilever, Mars, Beiersdorf and Reckitt. The round follows a $4 million Seed announced in December 2025 and dunnhumby ventures’ investment in Azoma in September 2026.
What the round unlocks
The round will fund the expansion of Azoma’s platform across the emerging market of personal AI assistants such as ChatGPT Dots and Meta Muse, agents that don’t just recommend products but buy them on a shopper’s behalf. It will also fund the build-out of Azoma’s optimization and attribution capabilities for enterprise consumer brands using dunnhumby data, and continued hiring of AI talent.
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. Coverage of the Universal Commerce Protocol and the Agentic Commerce Protocol extends that work to the surfaces where transactions now complete.
Azoma was founded in 2022 by Max Sinclair, a former Amazon executive, and Timur Luguev, a PhD and postdoctoral researcher in machine learning.
The problem we are solving
McKinsey projects that agentic commerce could orchestrate $3 trillion to $5 trillion in global retail revenue by 2030, with up to $1 trillion of that in the US. But each agent 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.
That is why Azoma co-authored the 5 C’s of Agentic Commerce with the Digital Shelf Institute: Completeness, Context, Citations, Correctness and Customer Acquisition. The framework is currently deployed in 40% of the 50 largest CPGs.
“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,” said Henri Songeur, Investment Director at Puma Growth Partners. “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.”
Max Sinclair, CEO and Co-Founder, 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.”
What this means for the brands we work with
When an agent does the buying, the brand has to win over the agent. And every agent reads a different shelf.
That is the problem our customers use the platform to solve. We measure how products appear across LLM applications, retailer shopping assistants and now personal AI agents, at brand, category and SKU level, with the prompts and citation sources behind every mention. Then we recommend what to change, from marketplace listings to the content agents cite on YouTube and Reddit.
Four of the 5 C’s decide whether an agent can find, understand and correctly describe a product. The fifth, customer acquisition, connects that to revenue. This round, and the agents it lets us cover, is about making that connection across every place shoppers now buy.
Read the full announcement here.
If you want to know how your products currently appear across AI shopping agents, get in touch.
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Article Author: Max Sinclair