A connector is a direct integration between Meta's Muse agent and a business. With a connector, Muse works through the partner's own systems instead of clicking through a website. Meta said Muse launched with dozens of partners plus the entire Shopify catalogue, then named a new group at Connect on September 23, 2026. This tracker lists the partners Meta has named, by category, and notes who is absent.
Named Connectors
| Category | Partners named by Meta | Status |
|---|---|---|
| General retail | Walmart, Best Buy, Wayfair | Announced at Connect |
| Apparel and accessories | American Eagle Outfitters, Gap, Michael Kors | Announced at Connect |
| Sporting goods and fan gear | DICK'S Sporting Goods, Fanatics | Announced at Connect |
| Beauty | Sephora, Ulta | Announced at Connect |
| Commerce platform | The entire Shopify catalogue | Available at launch |
| Payments | Shop Pay, PayPal | Announced at Connect |
| Groceries | Instacart | Announced at Connect |
| Travel | Expedia | Coming soon |
| Work tools | Notion, Granola, GitHub, Box | Announced at Connect |
Press coverage also reports a small-business group added on September 29: Asana, Zoom, Intuit, QuickBooks, Canva, Slack, and Stripe. We have not confirmed that list against a Meta page, so it is not in the table.
Who Is Missing
Amazon. Amazon is not a partner and has blocked Muse from its retail site since the night of September 20. See Amazon blocks Meta Muse.
Target. Target feeds product data to ChatGPT through the Agentic Commerce Protocol but was not among the retailers Meta named.
Most categories outside retail. Meta named no airlines, hotels, banks, insurers, or telecoms. Expedia is the only travel partner and it is listed as coming soon.
Absence from this list does not mean Muse cannot reach a business. It means Muse has to use its browser, which is slower, more likely to fail, and in Amazon's case not allowed.
How This Compares With Other Agent Platforms
| Platform | How merchants connect | Reference |
|---|---|---|
| Meta Muse | Named connectors, plus Shopify catalogue access with Shop Pay and PayPal | This page |
| ChatGPT | Product feeds through the Agentic Commerce Protocol, plus ChatGPT apps | ACP merchant adoption tracker |
| Google AI Mode and Gemini | Universal Commerce Protocol business profiles | Shopify UCP rollout |
| Amazon | Its own agents buy from other stores. Outside agents are blocked | Amazon Buy for Me |
Several retailers appear on more than one list. Walmart, Best Buy, Sephora, and Wayfair work with both ChatGPT and Muse. That overlap is the practical lesson: large retailers are connecting to every agent platform rather than choosing one. For the protocols underneath, see UCP vs ACP vs AP2.
What Merchants Should Do
- If you are on Shopify, check your catalogue data. You are reachable already. What Muse can say about your products depends on the completeness of titles, variants, pricing, stock, and shipping fields.
- Confirm Shop Pay or PayPal works end to end. Those are the two payment paths Meta named.
- If you are not on Shopify, make the site workable for a browser agent. That means prices and stock visible without a login, guest checkout, and no challenge page in front of product URLs.
- Decide your policy on agent traffic. Amazon chose to block. Walmart chose to connect. Either is a decision, and drifting into a block through default bot settings is the worst version. See Cloudflare's AI bot defaults.
Brand Visibility Implications
Connector lists are becoming a ranking factor that brands cannot see from inside an analytics dashboard. When a user asks Muse to buy running shoes, the agent can complete the order at a connected retailer and has to improvise at an unconnected one. Brands sold through connected retailers gain reach inside Muse without doing anything. Direct-to-consumer brands on Shopify gain it through the catalogue. Brands sold mainly through Amazon, or through their own custom storefront, are the ones at risk of being skipped.
Methodology
This page is built from vendor announcements and launch-week reporting, not from Presenc AI measurements. Primary sources are used wherever one exists, including Meta's Connect 2026 newsroom post and product blog, xAI's news page, and X's Original Content Rewards help page. Where a detail comes only from press coverage, such as TechCrunch on Dots, Bloomberg on Amazon and Muse, or PPC Land on X Ads MCP, the page says so. These products are new and none of the vendors has published independent success rates. Status as of October 1, 2026.
How Presenc AI Helps
Presenc AI tracks which brands and retailers assistants recommend on shopping prompts, so you can see whether your products are being surfaced through the retailers each agent platform can transact with.