Fushi Tech, a subsidiary of Hong Kong-listed payments company Yeahka (9923.HK), launched Fynix AI shop on May 20, a product it describes as a “full-stack AI agent” that autonomously manages merchant operations across the entire commercial cycle, according to the company’s announcement. The product handles customer acquisition, conversion, payment processing, and repeat purchase workflows without requiring merchants to manually operate software tools.
The launch targets small and mid-sized merchants across Southeast Asia, where Fushi Tech already serves clients in Singapore, Malaysia, Vietnam, Indonesia, Japan, and Australia, according to a January 2026 company profile. The company reported merchant retention rates exceeding 90% at the time.
From SaaS Tools to Agent Operations
Fushi Tech frames the launch as a strategic pivot from traditional SaaS provider to AI agent platform. The company argues that most small merchants in Southeast Asia still operate through fragmented digital systems, with point-of-sale, CRM, marketing, delivery, and customer service running in silos and key tasks still dependent on manual effort, per the announcement.
Fynix AI shop connects to Fushi Tech’s existing payments and CRM infrastructure and integrates with external platforms including WhatsApp, Telegram, Google, and delivery services. The product draws on CRM data to understand customer behavior, processes transactions through built-in payments rails, and executes marketing and operational tasks autonomously. The company positions this as the difference between selling software tools and delivering business outcomes.
Fushi Tech began increasing AI R&D investments in 2023 and launched its first AI agent for the food and beverage industry in March 2025, according to PR Newswire. Fynix AI shop extends that earlier work into a broader commerce platform.
The Broader Market Context
The launch fits a pattern across the agent infrastructure market: vertical SaaS companies repositioning as agent platforms. Salesforce launched Agentforce for enterprise CRM. Sierra AI has attracted venture capital at 30 to 60 times ARR multiples, according to industry estimates cited in the Fushi Tech announcement. IDC projects AI investments will yield $22.3 trillion in cumulative global GDP impact by 2030, approximately 3.7% of GDP, per the same announcement.
Fushi Tech’s bet is that the merchant services layer in Southeast Asia, where digital infrastructure is newer and labor costs are rising, is particularly suited to agent automation. The company’s advantage, if it holds, is that it already owns the payments and CRM data pipeline. Competitors building agent layers on top of third-party infrastructure face integration complexity that Fushi Tech bypasses by controlling the stack.
Whether merchants will trust an AI agent to run business operations end-to-end, particularly payment processing and customer communication, remains the open question for every company making this play.