Meta plans Muse transaction fees, putting its agent between merchants and customers
Early shopping activity is pushing Meta to monetize its personal agent sooner than its usual product playbook.
Meta says more than 10 million people in the United States and Canada set up Muse in six weeks, one quarter use it daily, and shopping is its most common task, with an average purchase above $200. The company plans to take a percentage of agent-assisted sales and develop a protocol for consumer and business agents, while acknowledging uneven merchant adoption and high computing costs. The model would shift product discovery and the demand signal into Meta’s interface, giving the platform a new claim on transaction revenue and the merchant relationship.