Shopify Brings Meta’s Muse AI Agent to E-Commerce

Shopify is launching a new e-commerce integration with Meta’s personal AI agent, Muse. As part of the collaboration, Muse will go beyond discovering products in stores on the platform and will be able to complete purchases on behalf of users through Shop Pay. This will enable AI agents to play a more active role throughout the shopping journey, from product searches to checkout for retail customers. Amazon had previously blocked Meta’s Muse agent from shopping on its platform.

Shopify and Meta Make an “Agentic Checkout” Move

The new system is based on an AI-powered payment model called “agentic checkout.” Meta CEO Mark Zuckerberg stated that the integration would make shopping and payment transactions easier through Muse, while Shopify CEO Tobi Lütke announced that the Shop Pay infrastructure would enable payments to be made in stores through AI agents. Meta also stated that similar partnerships would continue.

Muse is positioned by Meta as a personal AI agent developed to help users carry out everyday tasks. Rather than simply answering questions, the system can perform tasks on the web and complete various actions on behalf of users.

Google Also Enables AI-Powered Checkout for Shopify Stores

The AI-powered shopping model in e-commerce is not limited to Meta. Google has also launched a system that allows products from eligible Shopify merchants to be purchased directly through AI Mode in Google Search and the Gemini app. The infrastructure is based on the Universal Commerce Protocol, an open standard developed by Google and companies including Shopify.

The direct checkout feature can be automatically enabled for eligible U.S.-based stores selling to customers in the United States. Merchants can disable the feature through their agentic commerce settings if they choose. In this case, products will continue to appear across Google’s AI experiences, while checkout will be completed on the merchant’s own website.

Amazon Blocks Meta Muse’s Access

Different approaches to AI agents are also emerging in the retail sector. Amazon blocked Meta’s Muse agent from shopping on its platform. According to reports, Amazon’s decision followed concerns related to the identification of automated traffic, the use of user login credentials, and platform rules. In contrast, Shopify created a direct and controlled checkout integration for Muse through Shop Pay.

Shopify Shares Rise Following the Partnership

Following the announcement of the Meta partnership, the company’s shares rose by approximately 7–8% on September 22. According to Seeking Alpha data, the stock closed the day at $147.74, while a report published by Yahoo Finance also recorded an increase of around 8% in early trading.

These new systems developed with Meta and Google are expanding new shopping models in which AI agents are moving beyond simply recommending products in e-commerce and becoming directly involved in product discovery, cart, and checkout processes.