Meta's Muse Takes Aim at E-Commerce, But Amazon Won't Play Along

Meta Platforms' shares have surged by over 10% since the release of its personal AI agent, Muse. The company's market capitalization has increased by hundreds of billions of dollars.

The key to monetizing Muse lies in transaction revenue from e-commerce sales. At Meta Connect, CEO Mark Zuckerberg revealed that users will have free access to a large number of tokens 'with the expectation that over time we will profit by taking a small fee from transactions.'

Meta plans to spur adoption of AI agent-driven e-commerce and then take a cut of the sales flowing through Muse. This strategy is based on forecasts predicting agentic e-commerce could reach $300 billion to $500 billion in the U.S. by 2030, according to Bain & Company.

Morgan Stanley expects 'agentic shoppers' to drive $190 billion to $385 billion in U.S. e-commerce spending by 2030, while McKinsey projects a more dramatic growth of up to $1 trillion in U.S. retail revenue and between $3 trillion and $5 trillion globally.