Azoma raises strategic funding from dunnhumby to chase $9T agentic commerce market

What's the deal? AzomaDealroom has a profile for this one. Try Dealroom → has secured an undisclosed strategic investment from dunnhumby venturesDealroom has a profile for this one. Try Dealroom → to accelerate its Agentic Commerce Optimisation platform, which measures and improves how AI shopping agents discover, interpret, and recommend products for retailers and consumer brands.

What's the endgame? The funds will speed Azoma's product roadmap for customers including L'Oréal, UnileverDealroom has a profile for this one. Try Dealroom →, and MarsDealroom has a profile for this one. Try Dealroom →. The goal: connect AI visibility to recommended actions and measure the incremental revenue those agent-driven recommendations generate.

Why now? Azoma's analysis of tens of millions of AI responses in the second quarter of 2026 found earned or social media accounts for 86.5% of the citations behind Alexa for Shopping's recommendations, and 76% behind WalmartDealroom has a profile for this one. Try Dealroom →'s Sparky. ChatGPT leaned more on retailer sources, at 37.1%. In short, shoppers get answers assembled largely from sources brands don't own — the visibility gap Azoma aims to close.

The strategic fit: For dunnhumbyDealroom has a profile for this one. Try Dealroom →, the deal extends how it helps retailer clients optimise customer-facing chat agents while boosting brand discoverability in the agentic ecosystem. "Agentic Commerce is the next frontier," said Max Sinclair, chief executive officer and co-founder of Azoma, calling the investment "a vote of confidence in our current solution and shared vision."

The new hire: Leo Nagdas, head of dunnhumby ventures, has joined Azoma as an advisor to the board as part of the deal. Nagdas founded dunnhumby's Retail Innovation Network, an open innovation programme for retail technology leaders. "Azoma is a leader in the emerging agentic commerce space," he said.

The signal: AI shopping assistants are rewriting the path to purchase, but retailers and consumer brands still lack a reliable way to link what an agent recommends to an actual sale. Sinclair pegs the agentic commerce opportunity at $9 trillion — a prize that explains why a data heavyweight like dunnhumby is backing an early category-definer.

Read more: retailwit.com

Image credit: Generated with Gemini