Shopify to let Meta's Muse complete purchases for users via Shop Pay

Shopify plans to let Meta's personal AI agent, Muse, complete purchases on behalf of users at stores built on its platform, using Shop Pay, the company's one-tap checkout service that stores shoppers' shipping and billing information. The Wall Street Journal reported the plan on Monday, and Shopify CEO Tobias Lütke confirmed it in a post on X, describing a deep partnership to "enable agentic checkout with Shop Pay on all Shopify stores".

How the integration works

Shopify's vice president of product, Rohit Mishra, told American Banker that Muse searches the Shopify Catalog to match a shopper's request and then completes checkout through the Universal Commerce Protocol, a standard for AI-driven purchasing. Product data flows through Shopify Catalog, so merchants on the platform become discoverable and purchasable inside Muse by default.

Meta's chief AI officer, Alexandr Wang, said the aim is to give Muse users "access to a wide range of stores to find the absolute perfect products". Mark Zuckerberg cast the deal as a two-way gain: "Shoppers find more. Shops sell more. More partnerships like this coming soon."

A contrast with Amazon

The announcement came the same day Amazon said it had cut Muse off from shopping on Amazon.com on customers' behalf. Amazon cited violations of its conditions of use, security risks and the absence of merchant consent; shoppers who try to use Muse there now see a warning that access by an unauthorised AI agent breaches its terms. Third-party apps that buy for customers, Amazon said, "should operate openly and respect service-provider decisions about whether or not to participate".

Meta says Muse does not access users' passwords or payment details. Pivotal Research analyst Jeff Wlodarczak called Amazon's step one of the first clear signs that autonomous agents may disrupt shopping-related advertising, a business that provides roughly 10% of Amazon's revenue.

Why it matters

Shopify shares rose about 7% on Monday, Dow Jones Newswires reported. In the second quarter the company handled $116 billion in gross merchandise volume, up 32% year over year, with Shopify Payments processing 68% of it. Shop Pay's role rests on stored credentials: 75% of its customers use it again within 12 months.

Shopify has been building agentic checkout for months, including a Stripe and OpenAI partnership that put its instant checkout inside ChatGPT. Muse, for its part, became the top free app on Apple's US App Store within a week of launch.