I think Muse’s per-transaction cut mainly hits the shopping site entry point. Not just payment — it touches the moment someone decides what to buy and where. That’s where Amazon and other retail giants are strongest. If Muse becomes the first screen for shopping, it starts eating into their product discovery and ad money. Payment is affected too, but Meta is partnering with Stripe, PayPal and others, so that entry point is less directly threatened.

For small businesses, I actually see potential. They can’t outbid big companies on ads. If an AI agent recommends based on product fit instead of ad spend, that could help them. But it’s still too early. The main issue is trust. I personally don’t trust Meta. I won’t give it all my info. If users don’t trust the agent, none of this works.

Also, giants like Amazon won’t just sit back. They’ll release their own Muse-like product. Competition will be brutal. Amazon already won’t let outside agents access its customers. It’s like software companies not letting OpenAI or Anthropic’s top models touch client data — if they do, they’re doomed. But they can still use those models to build their own AI products.

So yes, Muse’s cut touches the shopping entry point. But I don’t think Meta will own it. It’ll be a fight between Meta, Amazon, Google and others. Small businesses might benefit, but only if trust gets solved. For now, I’m skeptical.