Mark Zuckerberg says Muse has drawn 10M+ users since its launch and 25%+ of users are making purchases through the app, with an average purchase size of $200+
Business Insider:
Business Insider
Context & Ripple Effects
Muse was launched after Zuckerberg chose to proceed despite reported safety concerns, a decision linked in prior coverage to traction for Instinct's similar agent product. In an earlier Muse discussion with Alexandr Wang, Zuckerberg also put agentic commerce alongside the app's broader AI ambitions.
Independent Sensor Tower data placed Muse at 10.9 million downloads since its September debut, including 10.2 million in the US, giving the reported user and purchase behavior a measurable distribution base. Muse's early download surge makes commerce engagement—not installation alone—the more consequential metric.
First-order effects
Meta has evidence that Muse is functioning as a purchase channel for a material share of its user base, with reported orders averaging more than $200.
Muse's product priorities shift toward the shopping flow—recommendation, transaction completion and buyer trust—because purchases are its largest disclosed use case.
Second-order effects
Instinct, whose comparable agent traction was cited as part of the rationale for Muse's launch, faces a higher competitive benchmark: user growth must be paired with demonstrated transaction activity.
Meta's evaluation of Muse can move beyond downloads toward purchase participation and order value, sharpening the commercial case for investment in the agent.
Third-order effects
If high-value purchases persist, AI assistants will compete less as standalone chat products and more as transaction intermediaries, making checkout reliability and user safeguards central product capabilities.
Reported safety concerns surrounding Muse gain greater commercial weight as the agent moves from answering requests to influencing purchases at scale.
The trend: Consumer AI agents are being tested as commerce interfaces, with transaction quality emerging alongside audience growth as the key measure of product value.
Zuck reminds investors that Muse (combo of models and agents) will become the center of $META's universe. My take: In three years, Muse will become the lens consumers engage with Instagram, FB, Whats App, Reels.
Average order value on Amazon: $50. Muse shoppers are averaging 4x higher, at $200+. Agentic commerce may not be a volume game. It may be about driving high-value purchases online. Turns out shopping with an expert raises what you're willing to spend.
Mark Zuckerberg says shopping is MUSE's biggest use case so far, with over a quarter of active users engaging in shopping and an average purchase size above $200. $META had to ask Stripe to raise credit limits in the first week because volumes exceeded expectations.
Mark Zuckerberg says Muse users already bring Meta “several hundreds of dollars” a year each across its family of apps, and Muse itself should eventually earn even more per user, mostly through fees on the shopping it handles
Mark Zuckerberg says 10 million people set up Muse agents in six weeks, a quarter use it daily, and shopping volume was so far above expectations that Meta and Stripe had to raise credit limits in week one