Shopify has struck a partnership with Meta to allow Muse, the company's new personal AI agent, to find products and complete purchases using the platform's commerce and payment infrastructure. The deal expands Shopify's presence in AI commerce while Amazon restricts external agents' access to its marketplace.
Shopify CEO Tobi Lütke announced on Monday (21) that the integration will bring Shop Pay to Muse. Mark Zuckerberg confirmed the partnership and said other similar integrations will be announced.
With the new feature, consumers will be able to discover products in Meta experiences and complete orders through a checkout operated by Shopify. Stores remain responsible for order processing, customer service, returns and fulfillment.
Meta had already been added this month as an AI channel in Agentic Storefronts from Shopify. The new integration deepens this strategy by connecting Muse directly to the purchase and payment process.
Shopify shares rose about 7% this Tuesday (22) after the partnership was announced.
Amazon blocks Muse
The deal comes just days after Amazon blocked Muse from making purchases on its marketplace. Users who try to access the platform through the agent began receiving a notice that use of an unauthorized AI system violates its terms.
Amazon says that agents that buy on behalf of consumers need to operate transparently and respect merchants' decision on whether to participate in these experiences.
The move highlights different strategies for the advancement of agentic commerce. Shopify seeks to turn AI agents into new discovery and checkout channels, while Amazon maintains greater control over external systems' access to its marketplace.
