Shoppers use AI buying assistant Muse to skip Amazon, Shopify CEO Tobi Lütke takes note
jeff_weinstein · x · 2026-10-05
A user reports that purchases made through AI shopping assistant Muse — which would previously have gone to Amazon — are now placed directly with brands, calling it "a win for Shopify." Shopify CEO Tobi Lütke reposted, saying he's "hearing so many of these stories," a signal that AI-powered shopping agents may be shifting e-commerce traffic away from Amazon.
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