Executives report negligible agent-driven commerce despite Meta’s user claims

Meta claims its Muse agent is driving substantial shopping activity, yet executives across fifty companies report negligible commercial impact. This contrast highlights the gap between user activation metrics and actual transaction volumes reported by businesses.reported

The evidence

Meta CEO Mark Zuckerberg stated on a recent earnings call that more than ten million people in the United States and Canada had activated Muse. He added that over twenty-five percent of these users employed the tool for shopping, which exceeded the company’s internal expectations. Meta highlighted partnerships with ten retailers, including Walmart, Best Buy and Gap, to facilitate these transactions. However, the company declined to provide further comment beyond these earnings call remarks. Many of the partnered retailers last reported financial results before Muse launched and have not yet shared specific data regarding agent-driven sales.reported

The decision

Executives from roughly fifty companies spanning travel, internet providers, food and self-storage sectors shrugged off the idea of immediate disruption. DoorDash described the number of orders from Muse and other agents as being in the hundreds. T-Mobile remarked that it had not seen anything of significance from agents, while hotel chain Hilton called bookings from them insignificant. Banking provider Ally Financial characterized activity as quite low, and eBay termed it very, very small. These responses suggest that widespread adoption has not yet translated into measurable commercial volume for these established brands.

What to make of it

Concerns about AI agents eroding brand loyalty or igniting price wars appear premature based on current data. Fitness chain Life Time Group said it has seen zero cancellations from agents, contrary to suspicions that users might dump unused subscriptions. Public Storage and Hartford Insurance Group offered similar data regarding their sectors. In India, delivery app giant Eternal estimated agentic commerce as close to zero. These figures indicate that users are not currently using agents to aggressively switch providers or cancel services at scale.

In practice

Startup founders should note that agent-driven commerce remains at an early stage with limited documented impact. Access to Muse is active for over ten million users in North America, but availability for meaningful transactions appears constrained by low volume. Limitations include the lack of significant sales data from major retailers and the absence of measurable churn in subscription-based businesses. Uncertainty remains regarding whether current low numbers reflect a temporary lag or inherent limitations in agent utility for complex purchasing decisions. Companies are optimising websites for agents despite the slow uptake, but no firm has confirmed substantial revenue shifts yet.