Muse is supposed to make money when you use it to shop. What happens if you just don't shop that much?
Muse could upend Amazon if lots of people had reasons to use AI agents to do their shopping. But they probably don't.
Meta's Mark Zuckerberg believes that consumers will use his Muse agent to do their online shopping for them. However, analysts at MoffettNathanson argue that this may not be the disruptive force in ecommerce that some investors expect. Their key argument is illustrated by a chart that assumes the average consumer makes 47 payments a month, and tries to imagine which of those payments would be relevant to a Muse-like agent.
Once this is done, it is estimated that there are only 11 payments a month that an agent might want to handle. While it is possible that consumers may want Muse or other agents to handle these 11 payments, the revenue generated from such transactions is expected to be very small, unless there is truly wide adoption. In this case, Muse may ultimately become another place for Meta to sell ads, rather than a dominant form of ecommerce.
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