Meta’s AI app Muse has passed 10 million users, and shopping is one of the top things people do with it. Muse is an AI agent you can connect to your email, your calendar, and, through Plaid, your bank account, so it can buy things for you. Meta’s plan, in Mark Zuckerberg’s words, is that when someone wants to buy something, “it’s not just navigating to that business’s website; it’s talking to their agent.” That is your business he is talking about.
The money is not small. Over a quarter of Muse’s engaged users who shop through the agent had an average purchase size of over $200. Meta says about 25% of people who set up Muse use it daily, and that Plaid had not seen activity like this on any other service.
What to do about your own site
An agent cannot read a price off a photo, cannot guess what “call for a quote” means, and will not phone you. If your pages were built for a human visitor, an agent will skip you and buy from whoever it can read. Four things you can fix now, none of which require Muse:
- Put the facts in text, not in images or PDFs. Price, what is included, delivery time, return policy, service area.
- Give every product or service its own page with a link that does not change.
- Keep availability honest and current. An agent that tells a customer “in stock” and is wrong costs you the order and the trust.
- Offer one way to book or order that works without a phone call.
Worth knowing how Meta intends to earn from this: Muse stays free for most users, and Meta keeps a percentage of the commerce that happens on it. Heavy users who want the most advanced models or more tokens pay. A percentage of commerce is a percentage of your margin, the same as any marketplace.
One caveat. Agent-to-agent buying was described as a plan, part of something Meta calls the “Muse network”. There is nothing you can connect your business to today, so treat the four steps above as groundwork, not as onboarding.
