Meta Muse retailers: who is on, and how each got there

Muse, the personal agent Meta launched on 8 September 2026, is not Muse Spark, the model underneath it, or Muse Image, Meta's image model. Two weeks in, it has a partner list, and most names on it are announcements, not live connectors. Here is who is on, how each got there, and what a brand with no deal already has.

Last updated: 26 September 2026.

As of 26 September 2026, the retailers live in Meta's Muse agent are Shopify stores that pass Shopify's eligibility gates, plus Ticketmaster; Walmart, Best Buy, Gap, Sephora, Wayfair and five more are announced but not live (Meta, 23 September 2026).

The partner table

Status as of 26 September 2026. "Live" means a primary source says a user can switch it on today. "Announced" means Meta or the company says it is coming.

Two vendor trackers agree on the shape: sprites.ai counted 39 live and 17 announced connectors on 24 September 2026, PostFast 36 and 20 on 25 September 2026, and both list all ten Connect retailers as announced. Meta publishes no live count. PostFast alone places OpenTable at launch, so it stays out of the table.

The ten retailers, and what Meta has not said

Meta's Connect recap on 23 September 2026 says, verbatim: "we're adding Walmart, Best Buy, American Eagle Outfitters, DICK'S Sporting Goods, Fanatics, Gap, Michael Kors, Sephora, Ulta, and Wayfair, plus Shop Pay and PayPal for payments. Expedia is coming soon to help you plan travel, and when you're stocking the kitchen, Instacart is there." It adds "this is just the start, with more partners on the way."

That sentence is the whole public record for the ten. No quote from any of them exists, and Walmart's, Best Buy's and Gap Inc's newsrooms carried nothing on Muse as of 26 September 2026. A CNN wire story (25 September 2026) adds GameStop, a name in no Meta source.

What a reviewed connector is. Meta will "review your connector for functional, security, and legal requirements, and complete end to end testing", after which approved connectors "appear in the directory" (muse.ai/platform, read 26 September 2026). The page states no fee, revenue share or review timeline, and the queue is long: "more than 1,500 applications in less than week" (Alexandr Wang via TechCrunch, 23 September 2026). Zuckerberg's only line on money describes Meta's model: "over time we will profit by taking a small fee from transactions" (Medianama, 24 September 2026). No primary source says who pays it.

What the live connectors show. Ticketmaster is the template: fans "continue to Ticketmaster's secure marketplace to complete their purchase", and "there is no additional cost or integration work required for clients" (Ticketmaster Business, 8 September 2026). Instacart's will carry "a simple path to create an Instacart account and place their first order" (Instacart, 22 September 2026). Expedia reportedly stays merchant of record, on a single report (Investing With Purpose, 22 September 2026), not from Expedia or Meta.

What nobody has published. Whether a retail connector reaches the shopper's logged-in account, loyalty balance, order history or returns appears in no Meta source for any of the ten. Every description of what "the Walmart connector does" is vendor inference. Mechanics and permissions are in our connectors guide.

Shopify Catalog: the path most brands are already on

Shopify's route needs no application and no review. "Purchasing in direct checkouts is activated by default for eligible stores" (Shopify Help Center, read 26 September 2026). Eligibility: the store sells to the United States, Canada or Mexico; products qualify for Shopify Catalog; the Facebook and Instagram by Meta channel syncs products; the Agentic Storefronts Supplemental Terms are accepted; and the three store policies are filled in.

The terms, from the same page: "There are no fees associated with selling in Meta's direct checkout." "Orders that customers place on Meta surfaces are attributed to Meta." "You can't require customers to sign in to their account before checkout." Google Analytics and custom pixels do not fire. The merchant remains merchant of record. Two off switches, Shopify Catalog access and Direct checkout, sit under Sales channels > Agentic > Meta; Catalog access off "can take up to 7 days".

Shop Pay's status is split by source: Shopify posted "Shop Pay is now available as a wallet in @Muse" on 24 September 2026 UTC (Shopify on X), while Meta's payments page listed only Link and a saved card behind a login on 26 September 2026 (Meta Help Center). Setup and checkout fixes are in Meta Muse for merchants; the GA4 attribution gap is the one we measured in the MyMuse case study.

The open web: what a brand without a deal already has

The third path needs no partner. Muse runs in a Secure VM with "a full browser" (Meta, ai.meta.com/muse, read 26 September 2026) and pays one of two ways. "At more than 1 million businesses that accept Link, Muse can check out instantly"; elsewhere "Link issues Muse a single-use virtual card scoped to the approved purchase" (Stripe, 8 September 2026). Or Muse logs in "using credentials saved in the Secure Credential Store" and pays with the shopper's saved card (Meta Help Center, read 26 September 2026), today the only route to an existing account and loyalty balance. Either way, "All orders are fulfilled by the merchant that you purchase from" (same page).

The merchant sees an ordinary guest, card-not-present order with no Muse attribution: the traffic that files as Direct, documented in dark agentic commerce traffic. The merchant can also refuse. Amazon blocked Muse on 20 September 2026, saying the agent "doesn't identify itself when it browses" (GeekWire, 21 September 2026); the implications are in Amazon blocks Meta Muse.

So a brand on WooCommerce, Magento or a headless stack is already reachable by Muse. Whether Muse can finish the purchase is decided by the brand's own pages: a variant an agent can resolve, a price that holds until approval, a checkout that takes a card with no account, and bot defences that do not treat the Secure VM as an attacker. That is the work behind enabling agentic checkout, the same on every agent surface, with Muse the newest; the wider Meta surface is on Meta AI and Muse for brands. We also connected our own MCP server from Muse; see connect Tru Commerce from Muse.

What no one has reported yet

Two facts should temper every partner headline. No retailer, live or announced, has published what its connector exposes to the agent. And no DTC brand has publicly said it received a Muse order: Practical Ecommerce (24 September 2026) and Shopifreaks (22 September 2026) report none, and in our read of 53 merchant posts, agency notes and articles from the first month, not one is a first-hand report of a Muse order (Tru Commerce, 26 September 2026). We track this in what merchants are seeing.

Where Tru Commerce fits

We have run this on Gray Porter and a group of US DTC brands: we made the product pages and checkout readable and finishable by an agent, then placed a real Muse order on the store. To see what that looks like on your catalog, book a demo.