🛒Meta's Muse Agent Hits Millions of Shoppers, But Retailers Say Sales Are Tiny

Your agent-driven checkout traffic is still basically zero

Meta's Muse agent is pulling in millions of shoppers, and Wall Street is spooked. Analysts fear proactive assistants will kill brand loyalty, start price wars, and squeeze margins. But the companies actually on the receiving end mostly shrugged. Hilton called agent bookings "insignificant." eBay said its agent activity is "very, very small." T-Mobile hasn't seen anything of significance. If you run checkout or a storefront, this matters now, not later. Chipotle found agents failing to finish orders because loyalty discounts broke and after-hours orders stalled. DoorDash and Chipotle are already tuning their sites for agents, and Costco and Extra Space Storage plan to optimize content for AI agents too. Bank of America is telling customers not to hand login credentials to AI assistants, which should make you think about how your auth flows handle delegated access. The numbers cut both ways. Over 25% of Muse users shop with it, more than any other task Meta tracks. Meta partnered with 10 retailers, including Walmart, Best Buy, and Gap. Still, Muse's debut only moved agentic orders by a single-digit percentage. Meta plans to charge businesses a fee per Muse transaction and expects that revenue to eventually top its ad business. Watch whether that fee holds once merchants see how little volume agents actually send.