Social Rocket
Since the 27 October 2026, Meta has been expanding its AI agent Muse to Singapore and is bringing in regional shopping and travel providers there such as Shopee, Grab and Lazada. According to Meta, more than ten million people in the USA and Canada set up a personal Muse agent within about six weeks. According to Meta CEO Mark Zuckerberg, about a quarter of registered users use the assistant on any given day. He names shopping as the most common use case: more than a quarter of Muse users use the agent for purchases and offers.
The usage figures, first mentioned on the Meta earnings call of 21 October 2026, show demand, but no independently verified commerce revenue yet. For merchants and social commerce teams, the download numbers are therefore less interesting than the question of how products stay visible and verifiable in agent-driven purchase processes.
Three figures, three different questions
The ten million refers to Muse agents that have been set up, not to ten million daily buyers. The daily usage rate of roughly 25 percent applies to all set-up agents. And the statement that more than every fourth Muse user uses shopping describes a use case, not the share of completed orders.
Zuckerberg also spoke of an average purchase value of over 200 US dollars for corresponding Muse transactions. However, Meta did not disclose a full order statistic or an independent success measurement with this statement. The figure should therefore be classified as a company claim.
Meta wants to earn from the purchase process
Muse can work with external services and use Link from Stripe for payment flows. Meta describes an architecture in which the agent prepares operations, requests confirmation before sensitive actions such as purchases, and uses separate virtual environments for user data.
On the earnings call, Zuckerberg outlined a possible future business model: basic functions are to remain largely free, while transaction fees for merchants and subscriptions for advanced features could generate revenue. So far this is a strategy, not a published fee schedule for German shops.
The technical prerequisite is a market in which shop catalogues, payment systems and agents communicate securely with one another. Meta had already presented the Personal Agent Protocol with Sierra for this. Our earlier report on Muse, Shopify and shopping describes which integrations were announced; Walmart's approval and budget models show a different approach.
Launch in Singapore: local partners instead of universal shop access
In an official announcement of 27 October, Meta confirms availability on iOS, Android and muse.ai in Singapore. There, Muse can connect Gmail, Google Calendar and Instagram with the users' consent and include saved content in planning. The company names Shopee, Grab, Singapore Airlines, Agoda, ShopBack, Klook, Trip.com and Lazada as early local partners.
In practice this means: the agent is meant to research and compare products on Shopee or Lazada, prepare shopping and restaurant tasks with Grab, and organise trips via connected services. Not all of the named connector functions are available on day one: Meta explicitly says that individual integrations will follow gradually. Being a product listing partner is neither the same as approved direct purchases for every user nor as proven order volume.
The economic difference from a mere chat function lies in platform integration: the assistant can serve as a new entry point into catalogues and services, while the actual transaction is handled by a partner or through its payment infrastructure. For merchants, the decisive question is therefore whether correct product data, prices, availability, shipping and returns are also conveyed through the agent interface. The announcement contains no figures on concrete sales in Singapore.
Access and privacy remain part of the commerce funnel
According to Meta's security description, Muse runs in a dedicated cloud environment ("Muse Secure VM"). Users are meant to be able to control connected accounts and permissions; confirmation is planned before sensitive steps such as a purchase or sending an email. These are described protective mechanisms, not an independent security guarantee. Connecting personal accounts, saved content and commercial partners makes control over permissions a central part of the product.
For Germany, this step is not yet a green light. Meta does not name a date or a comparable list of merchants for the German or European market in this announcement. The new availability in Singapore must also not be added to the ten million previously reported installations from the US and Canada, unless Meta publishes an updated overall figure.
What is still open for European merchants
The ten million set-up agents and the daily usage and shopping rates from the earnings call refer to the US and Canada. The subsequent product launch in Singapore does not change this reference area. An equivalent European rollout with terms cannot be derived from it. Trust-building is also crucial: product information, delivery times, returns and merchant brand must be right even when a classic product detail page no longer makes the first contact.
With personal agents, access rights to accounts and data remain a critical point. Our analysis of Muse relationship profiles shows why a purchase conversion should not be considered separately from data protection.
Sources: Meta, Singapore launch and partners, 27.10.2026; Meta, official earnings call transcript, 21.10.2026; Meta, Muse for Small Business, 29.09.2026; Social Media Today, 22.10.2026.
Cover image: Meta Newsroom, official Muse artwork for the Singapore launch, 27.10.2026.