Shopping is what people use Meta's AI agent Muse for
Meta's AI agent has become a shopping assistant
Meta launched its AI agent Muse in September, and it is now available in the US, Canada, Japan and Singapore. When Meta presented its third-quarter 2026 results, CEO Mark Zuckerberg said shopping is the most common way Muse is used.
Muse helps users find deals and buy products, and Zuckerberg described the future of commerce as talking to your agent rather than visiting a website. That makes Muse one of the clearest examples of agentic commerce from one of the world's largest advertising platforms.
Meta Muse, Q3 2026
25%+
of Muse users ask for help finding deals and buying products.
According to Mark Zuckerberg, Q3 2026 earningsWhat we know about Muse so far
Shopping is the biggest use case
According to Zuckerberg, more than one in four Muse users ask for help finding deals and making purchases, and the average purchase is over $200.
Fast adoption
Muse has had more than 10 million downloads since launch, and around one in four of those who have set up the agent use it on any given day.
Available in the US, Canada, Japan and Singapore
Muse has not yet launched in Denmark or the rest of Europe. But the development clearly shows where Meta is heading, and webshops selling to these markets may already be affected.
What does it mean for your webshop?
When an AI agent helps the customer find and buy products, the agent makes the shortlist. That puts new demands on how your products are described and presented.
Keep your product catalogue sharp
Accurate, complete product data, such as price, availability, variants and descriptions, makes it easier for AI to understand and recommend your products. Your Meta catalogue is already the foundation of your shopping ads and will only become more important.
Build a brand AI can recognise
Coverage, reviews and a clear message across channels help both AI agents and customers choose you over competitors.
Follow the development closely
Agentic commerce is moving fast across platforms. Also read our breakdown of McKinsey's new study on AI shopping.
Source: Social Media Today, Meta Says Shopping Is Muse's Primary Use Case, 22 October 2026, based on Meta's third-quarter 2026 results.
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