While Amazon has blocked Muse, citing concerns over credentials, account data, and transparency, Muse users on Shopify can search stores, find products and complete purchases through Shop Pay.
Social Samosa23 Sep 2026
12:38IST
New Update
Meta’s AI assistant Muse is set to gain agentic shopping capabilities through a partnership with Shopify, while Amazon has blocked the assistant from accessing its retail platform, highlighting differing approaches among e-commerce platforms toward AI agents.
Shopify CEO Tobi Lütke announced that the company will partner with “Muse to enable agentic checkout with Shop Pay on all Shopify stores, offering people an easy and delightful way to shop and check out with Muse.”
Meta CEO Mark Zuckerberg separately said, “Teaming up with Shopify to make shopping and checkout easier in Muse. Shoppers find more. Shops sell more. More partnerships like this coming soon.”
Through the integration, the AI agent users will be able to search Shopify stores, find products and complete purchases using Shop Pay, Shopify’s accelerated checkout service. The development gives Meta’s AI agent access to Shopify’s merchant ecosystem while allowing Shopify merchants to support purchases initiated through an AI agent.
The partnership comes as Amazon has blocked Muse from accessing its platform. According to Reuters, Amazon said it had not authorised Muse to access its store and asked Meta to remove the e-commerce platform from the experience. Amazon also raised concerns about Muse capturing and storing customer credentials and scraping account data without identifying itself when accessing customer accounts.
Amazon said it expects AI agents to operate transparently and provide users with an option to opt out.
The contrasting positions come as retailers and technology companies assess how AI agents could change online shopping, including how consumers discover products, compare options and complete transactions.
Muse, launched by Meta on September 8, is designed to perform tasks on behalf of users, including sending emails, booking travel and completing transactions. Meta offers a free version of the service, alongside paid tiers priced at $20 and $100 per month.
According to the news agency, Muse recorded 2.8 million downloads in its first 12 days. J.P. Morgan analysts noted that the assistant could become a widely used consumer AI application, while BofA Global Research analysts said early reviews indicated that users were responding to its ability to complete multi-step tasks with limited intervention.
The launch has also prompted discussion around the company’s potential revenue model beyond advertising. The Wall Street Journal reported that Muse could create a new revenue stream for Meta through paid subscriptions and its role in transactions. The publication also reported that Truist analyst Youssef Squali estimated Muse could generate an additional $28.5 billion for Meta by 2030 if adoption and paid-tier usage reach projected levels.
Reuters reported that Jefferies estimated Muse could generate $10.8 billion in annualised revenue by 2027 under a scenario involving 1 billion users and a 3% conversion to paid plans. These figures are analyst estimates rather than reported revenue from Muse.
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