I am delighted to announce our $11.2m Series A, enabling us to continue defining
By Max Sinclair Ai · October 22, 2026 · Curated by George's Blog
I am delighted to announce our $11.2m Series A, enabling us to continue defining the Agentic Commerce Optimization category, led by Puma Growth Partners, with participation from dunnhumby, Deel and our existing investors.
There are many general-purpose ‘GEO’ tools serving all industries, but only Azoma is vertically focused on ecommerce. The definition of ‘Agentic Commerce’ is evolving, like how ‘Social Media’ evolved from MySpace to TikTok. Today Shopping Agents include (i) Answer Engines like ChatGPT, (ii) Retailer Shopping Assistants like Alexa for Shopping; and (iii) Personal AI Agents like Meta Muse.
Azoma was founded in 2023. On Amazon, before Alexa or Rufus, we helped brands optimize for COSMO. Before the acronym ‘GEO’ existed, we helped brands and retailers increase their share of recommendations in ChatGPT at the brand and product level. We are also proud to be one of the first to support optimization in Personal AI Agents like Meta Muse.
Since 2023, we’ve only ever worked with, gotten feedback from and built features for consumer brands selling physical products. If you are a consumer brand and your competitor is using general-purpose GEO software, Azoma is your unfair advantage.
I want to say a massive thank you to our customers. We have learnt so much together as this space has rapidly evolved. We have co-built the “5Cs of Agentic Commerce framework” (Completeness, Context, Citations, Correctness, Customer Acquisition), which is now being used as a standard across the industry, even by brands not yet using Azoma. To our customers: this investment will help us stay on the cutting edge and keep innovating for you.
Our mission at Azoma remains to help drive revenue through Shopping Agents. We’ve never been satisfied with the “Share of Voice” metric. When I hear AEO/GEO competitors/experts talk about “AI Share of Voice”, my first thought is always “share of voice to who?”. Shopping Agents are hyper-personalized. The ‘share of voice’ over a prompt set on the ChatGPT / Claude API tells you nothing of any value. That is why, in 2024, we patented our digital twin technology to create synthetic personas accurately. But even though this approach is still market-leading, we weren't satisfied. That is why we are excited to welcome dunnhumby to our Cap Table and Board at Series A. In the age of AI, a company's only moat is speed and quality data, and Azoma has both.
Lastly, to the ecommerce industry in London, Toronto, and Austin, we are hiring. Azoma is already a hub for the best and the brightest. Series A is a testament to the hard graft and long hours of a brilliantly talented team of 40 people. If you are a top 5% performer at your current company, and excited by our mission, dm me. There were no truly generational companies in SEO, and I believe there won’t be any in GEO either. However, there are plenty of generational companies in commerce infrastructure, like Shopify. Join us and help us make Azoma that company for the agentic era.