Shopify Teams Up With Meta’s Muse As AI Shopping Expands. Its Stock Is Falling.

Shopify is partnering with Meta Platforms to bring AI-powered shopping and checkout to its network of online stores, allowing Meta's new personal artificial intelligence agent, Muse, to browse products and complete purchases on behalf of users. Shopify's stock fell more than 4% at 2:12 p.m. ET.

The partnership will integrate Muse with Shop Pay, Shopify's one-tap checkout service, which securely stores customers' payment and shipping information to simplify future transactions. The arrangement is designed to allow consumers to discover products and complete purchases without manually navigating individual retailers' websites.

Shopify CEO Tobias Lütke announced the collaboration on X, describing it as an "easy and delightful way to shop and check out with Muse." Meta CEO Mark Zuckerberg also welcomed the agreement. "Teaming up with Shopify to make shopping and checkout easier in Muse. Shoppers find more. Shops sell more. More partnerships like this coming soon," he wrote on X.

The deal expands the shopping capabilities of Muse, which Meta launched earlier this month as a personal AI agent designed to perform everyday tasks autonomously. Unlike traditional chatbots that primarily answer questions or generate content, Muse can take actions on behalf of users, including sending emails, making travel arrangements, contacting businesses and shopping online.

Meta Chief AI Officer Alexandr Wang said the Shopify integration will give Muse users access to a broader selection of merchants and products. "We want to give our musers access to a wide range of stores to find the absolute perfect products," Wang said.

According to The Wall Street Journal, Deutsche Bank analysts said the partnership should help ease investor concerns that AI assistants could disrupt Shopify by allowing consumers to bypass conventional online shopping platforms.

Instead, the integration highlights Shopify's existing commerce infrastructure, including Shopify Catalog, which organizes merchant product information, and Shop Pay, which processes payments and simplifies transactions.

By connecting Muse to those systems, Meta can expand its AI assistant's shopping capabilities without having to build a comparable retail infrastructure from scratch. The partnership also creates an additional channel through which Shopify merchants can reach customers as AI agents become more involved in product discovery and purchasing decisions.

Shopify's decision to embrace Muse comes as Amazon has moved to prevent the AI agent from accessing its retail platform. Amazon began blocking Muse on Sunday, displaying a warning that access by an unauthorized AI agent violates its conditions of use.

The e-commerce giant said Meta had not obtained permission for Muse to access its website and raised concerns about the assistant's failure to identify itself while browsing. Amazon also expressed concerns that the agent could collect customer credentials without the retailer's knowledge or consent. Meta has maintained that Muse cannot access customers' passwords or payment information.

The contrasting approaches illustrate an emerging disagreement over how AI agents should interact with online retailers and who should control access to customer information and shopping transactions.

Unlike Amazon, Shopify is establishing a direct integration that allows Muse to operate through its existing checkout infrastructure. The announcement also coincides with growing investor enthusiasm for Meta's AI strategy following Muse's launch.