Muse AI Agentic Checkout Triggers Selloffs in Shopify and Booking Holdings

SHOP shares fell about 5% to $140.21 as the rally sparked by its Meta Muse agentic checkout partnership unwound, while META edged higher and AMZN slipped . The Shopify deal lets Muse complete purchases across Shopify merchants, and the stock had run up on expectations that AI agents would drive new checkout volume .

Travel stocks took the next hit. BKNG fell 4.75% as investors worried that Meta's Muse agent could disrupt the online travel agency model by handling bookings on users' behalf . Muse's partnership with EXPE adds to that pressure, since it gives the agent a direct booking channel that bypasses a traditional search-and-compare visit .

Amazon is the notable holdout. It blocked Muse from its store on September 20, 12 days after launch, citing unauthorized credential access and saying the agent did not identify itself while browsing . Meta disputes that framing, saying user passwords and payment data go into encrypted storage that Muse uses without viewing them. The block limits how much everyday shopping Muse can route, and it sets up a broader fight over whether retailers let third-party agents transact on their sites.

What to watch: transaction volumes Meta and Shopify disclose from Muse checkout, whether other large retailers follow Amazon's lead, and how Booking and Expedia position their own AI booking tools.