Retailgentic released an in-depth analysis of Meta Muse, Meta's AI shopping agent launched on September 8, 2025, identifying five key optimization practices for merchants (Retailgentic). The research found that Muse sources products primarily from the Meta.ai catalog, with secondary sources including Shopify Catalog API, Universal Product Coverage (UCP), and web crawling (Retailgentic). Testing showed that 89% of the time when a product appeared in Meta.ai's top three results, Muse also surfaced it, confirming Meta.ai as the dominant source (Retailgentic).
The five best practices are: (1) Catalog—ensure products are available in Meta.ai through Meta Commerce Manager; (2) Enrich—add conversational attributes and shopper context to product data to bridge the gap between user intent and product information; (3) Monitor—track product visibility and quality on Meta.ai and Muse; (4) Checkout—verify infrastructure and guest checkout are Muse-compatible for non-Shopify merchants; and (5) UCP—implement Universal Product Coverage protocol for improved discoverability (Retailgentic). For commerce practitioners, this research underscores that agentic shopping channels require more sophisticated product data strategy than traditional e-commerce—simply listing products is insufficient when AI agents have access to rich user context like email history and preferences.
This analysis arrives with significant timing: Retailgentic notes Muse has been live only 35 days but has already become top-of-mind for brands and retailers ahead of the holiday season (Retailgentic). The research is Part 1 of a two-part series, with Part 2 examining consumer adoption signals and usage data.