Meta Muse Hits 10 Million Users as Shopping Becomes Its Top Use Case

Meta’s AI agent Muse has surpassed 10 million users in the United States and Canada, marking a major milestone just weeks after its September 2026 launch. CEO Mark Zuckerberg shared the update during Meta’s third-quarter earnings call, highlighting growing interest in AI tools that can perform tasks rather than simply answer questions.

However, the most interesting part of the announcement is how people are using Muse. Shopping has become its most common use case, giving Meta a potential new way to connect consumers, businesses and online purchases.

According to TechCrunch’s report, Muse also recorded more than 10 million US downloads within its first 40 days, based on estimates from market intelligence firm Sensor Tower. The download figures are separate from the user numbers shared by Meta.

Shopping Is Driving Interest in Meta Muse

During the earnings call, Zuckerberg said more than a quarter of people using Muse engage with it for shopping. He also reported an average purchase size of more than $200 among these shopping users.

These figures suggest that users are exploring AI agents for more than general questions and everyday productivity. They are also using them to research products, compare options and complete purchases.

Meta’s official Muse shopping page describes features that help users find deals, compare prices, track prices and manage returns. The agent can also assist with purchases, with users retaining control and approving transactions before they happen.

This approach changes the shopping experience. Instead of visiting multiple websites, searching through product listings and comparing prices manually, shoppers can ask an AI agent to handle several steps of the process.

For ecommerce businesses, this could create a new way for customers to discover products and make buying decisions.

Why This Matters for Meta’s Advertising Business

Shopping could become an important part of Meta’s AI monetisation strategy.

Meta already earns a large share of its revenue from advertising across Facebook, Instagram and its other platforms. Muse introduces another potential opportunity: helping users move from product discovery to purchase through a conversational AI experience.

If consumers begin using Muse to find products, compare brands and make buying decisions, businesses may eventually want to reach shoppers through the platform.

Potential revenue opportunities include:

• AI-powered product discovery: Helping users find relevant products based on their needs and preferences.
• Commerce-related revenue: Exploring ways to earn revenue when purchases are completed through AI-assisted shopping.
• Business integrations: Connecting merchants, product catalogues and payment systems with AI agents.
• Paid AI services: Offering premium features for users who need more advanced assistance.

These are potential opportunities, not confirmation that every model is already in place. Meta has signalled that it wants to scale Muse and develop its business model, but the long-term financial impact remains to be seen.

What Meta Muse Could Mean for Ecommerce Businesses

The growth of AI shopping agents could change how consumers discover products online.

Traditional ecommerce depends heavily on search engines, paid advertisements, social media campaigns and visits to online stores. AI agents could add another layer by helping shoppers identify products through natural conversations.

For example, a customer looking for a laptop could ask an AI agent to compare models based on price, battery life and performance. The agent could narrow down the choices and help the customer move towards a purchase.

This could make product information, accurate pricing and well-organised catalogues even more important for ecommerce brands.

Businesses may need to focus on:

• Keeping product descriptions and specifications accurate.
• Maintaining up-to-date pricing and stock information.
• Making product catalogues easier for AI systems to interpret.
• Providing reliable checkout, delivery and return information.
• Tracking whether AI-assisted discovery leads to actual sales.

These steps can help businesses prepare for a shopping journey in which AI agents play a larger role.

Can Meta Turn Early Adoption Into Long-Term Growth?

Reaching 10 million users is an encouraging start, but downloads and sign-ups alone do not guarantee long-term success.

Meta will need to keep users engaged, demonstrate that Muse can complete tasks reliably and build confidence in how it handles personal information and payments. It will also need to manage the computing costs associated with running increasingly capable AI agents.

Competition is another factor. AI companies are developing tools that can research information, connect to services and take actions on behalf of users. The ability to deliver useful results consistently will matter as much as attracting new users.

For Meta, shopping offers a particularly interesting opportunity because it connects AI assistance with real commercial activity. If Muse becomes a regular starting point for product discovery, it could influence how consumers find brands and how businesses reach potential customers.

The Bigger Picture

Meta Muse’s early growth highlights a possible shift in online shopping, from searching through websites to asking AI agents to research, compare and help complete purchases.

The reported user numbers and shopping activity suggest that consumers are already exploring this approach. The next challenge is turning that interest into repeat usage and a sustainable business model.

For ecommerce brands, the message is clear: AI-powered shopping is becoming a channel worth monitoring. The businesses that prepare their product data, customer experience and sales processes for AI-assisted discovery may be better positioned as this market develops.

Source: TechCrunch | Meta Muse Shopping