Shopify is opening up its catalog to more AI agents

More AI brokers will soon be able to browse and buy Shopify listings, signaling the company's expanding business ambitions. Shopify announced on Tuesday that it will allow shoppers to configure their AI agents to purchase products on their behalf, giving more agents access to the more than one billion listings in Shopify's catalog. (The catalog includes […]

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Shopify previously announced a partnership with Meta's Muse for AI-powered shopping and payments.

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More AI brokers will soon be able to browse and buy Shopify listings, signaling the company's expanding business ambitions.

Shopify announced Tuesday that it will allow shoppers to configure their AI agents to purchase products on their behalf, giving more agents access to the more than one billion listings in Shopify's catalog. (The catalog includes items on and off Shopify's storefront.) In September, Shopify announced it was partnering with Meta to allow its Muse agent to browse and purchase items on behalf of a human. Now, buyers can use any agent without having to integrate the partnership.

To set up the feature, customers connect an agent with their account on Shop, a Shopify-owned platform that integrates orders, tracks packages and recommends products. Like the Muse partnership, customers use Shop Pay's one-click feature to check out a conversation with an agent. Orders placed through the agent will be returned to the store app. Shopify is marketing this feature as a "personal shopper" where humans can provide rules like setting economic guardrails or displaying products with fast shipping. Buyers must confirm each purchase.

E-commerce has become one of the battlegrounds in the age of artificial intelligence—it's no coincidence that many demo tools end with a transaction, whether it's buying clothes, booking a flight, or taking an order from a human. The tech industry, including big business players like Google and Amazon, are investing in AI-powered shopping tools where the end goal is to “represent” things to a human user. It's also the basis of an ongoing battle between Amazon and AI companies like Perplexity — and more recently Meta's Muse — over whether agents should buy on behalf of customers.

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