Shopify and Meta have partnered to allow Meta’s personal AI assistant, Muse, to complete purchases on users’ behalf across Shopify’s merchant network.
The collaboration will enable agentic checkout through Shop Pay, Shopify’s accelerated payment option, across the platform’s full roster of stores.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Shop Pay lets shoppers save their email, payment details, and shipping and billing information for quicker transactions.
It forms part of Shopify Payments, with purchases processed at merchants’ existing Shopify Payments rates.
Announcing the deal on X, Shopify CEO Tobias Lütke said: “We are excited to announce we are partnering deeply 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 unveiled Muse on 8 September, describing it as “a secure, private personal AI agent that proactively helps with people’s goals and suggests ideas”.
The assistant operates via Muse Secure VM, a dedicated virtual machine that holds both the agent and a user’s data, running on Muse Spark, Meta’s “most capable” model to date.
Muse functions through messaging, available either within its own app or through WhatsApp.
Meta CEO Mark Zuckerberg said on X: “Teaming up with Shopify to make shopping and checkout easier in Muse. Shoppers find more. Shops sell more. More partnerships like this coming soon.”
In a separate development, Amazon has blocked Muse from operating on its platform, citing concerns over personalisation and data handling.
Confirming the move to Retail Insight Network, an Amazon spokesperson said: “Agentic third-party applications such as Muse have the same obligations, and we’ve requested that Meta remove Amazon from the experience.”
Amazon argued that third-party AI shopping tools undermine the personalised experience built into its store.
The company said automated agents risk surfacing recommendations disconnected from shoppers’ browsing or purchase histories and can restrict product discovery.
Amazon also raised security concerns, stating that Muse appears to harvest login credentials and scrape account details without identifying itself as an automated tool.
According to the retailer, this allows an undisclosed third party to access accounts and execute transactions without its knowledge or authorisation.
Retail Insight Network has contacted Meta for comment.
