Meta's Muse is already pulling one CEO's purchases away from Amazon
Meta's AI agent, Muse, is changing consumer shopping habits by facilitating direct purchases from brands, effectively bypassing Amazon for some users. The integration with Shopify has made it easier for users to buy niche products, signaling a potential shift in e-commerce traffic.
Why it matters
The adoption of AI agents for shopping could disrupt established e-commerce giants like Amazon by favoring direct-to-consumer brand relationships.
Meta is betting that its AI agent can help consumers find better product listings. A CEO said that's already changed how he shops with Amazon. Bloomberg/Getty Images Leif Abraham, Public's co-CEO, wants vintage wines and fancy Levi's jeans. Meta's Muse AI agent buys them for him. Because Amazon blocks Muse from making purchases, Abraham said he's noticed more of his orders being processed by Shopify. Meta's AI agent, Muse, has been going shopping for Leif Abraham. With Amazon blocking the AI agent from placing orders, Abraham says that means fewer purchases from Amazon. Abraham, the cofounder and co-CEO of investing platform Public, told Business Insider he's turned to Muse to purchase mostly niche, hard-to-find products — skincare, vintage wines, a German creatine product, discontinued Levi's jeans. "Since the thing came out, I've been buying so much stuff," he said.
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