AI agents can now shop for your customers: what Shopify and Meta's Muse mean for small sellers in India and the UAE

Yes, shoppers can now ask an AI agent to find a product, compare options and even complete a purchase without opening the seller's website. On 3 November 2026, Shopify's president said he expects this to be the first holiday season where AI-assisted shopping becomes mainstream.

For small businesses selling online in India or the UAE, this is worth paying attention to. Your products may soon be discovered by AI agents before customers ever visit your website.

That doesn't mean you need to rebuild your online store. It means your product information, pricing, stock availability and website experience are becoming important not just for people, but for AI systems too.

What did Shopify announce on 3 November?

Shopify reported its third-quarter results on 3 November 2026. Revenue reached $3.74 billion, while gross merchandise volume was $119.15 billion. Both figures came in slightly below analyst expectations, and Shopify shares fell around 8.7% that day.

But the more interesting part for online sellers wasn't the financial report. It was what Shopify president Harley Finkelstein said about AI shopping.

Speaking to CNBC, Finkelstein explained that AI agents are already bringing new traffic to Shopify merchants. Instead of customers searching through dozens of stores, AI tools can understand what someone wants and recommend products from brands they may never have heard of.

He also predicted that AI-assisted shopping would become mainstream during the 2026 holiday season. When asked whether AI agents would force sellers to reduce their prices, he said Shopify wasn't seeing that happen.

You can read the Shopify earnings announcement and CNBC's coverage.

How are AI agents actually buying products?

Think about how people normally shop online. They search Google, open websites, compare products, check prices, read reviews and finally place an order.

AI agents can handle several of those steps for them.

For example, someone might ask an AI assistant to find a handmade gift under ₹3,000, compare a few options and recommend one that can arrive before a birthday.

Instead of showing only a list of links, an AI shopping assistant can use product information to recommend specific items. On supported platforms, it can also help complete the purchase, with the customer's approval.

Meta's AI agent, Muse, is one example.

Launched in September 2026, Muse can browse websites, complete forms and perform tasks on behalf of users. On 21 September, Shopify CEO Tobi Lütke announced a partnership to bring Shop Pay checkout to Muse.

This allows eligible Shopify merchants to sell through Meta's AI shopping experience without requiring customers to visit the merchant's website for every purchase.

Amazon took a different approach. On 20 September, it began blocking Muse from shopping on Amazon.com, citing concerns about unauthorized access, privacy and security.

The two companies are approaching AI shopping differently. Shopify is opening new ways for merchants to sell, while Amazon wants more control over how outside agents access its marketplace.

Can businesses in India and the UAE use AI shopping?

This is where things need some explanation.

Shopify has made its Agentic Storefronts and Agentic plan available globally to eligible businesses. However, that doesn't mean customers in every country can already complete purchases directly through every AI platform.

According to Shopify's current documentation, Meta's direct checkout supports customers in the United States, Canada, Mexico, Brazil, Japan and Singapore. India and the UAE are not on that list.

For Shopify's other major AI shopping integrations, purchasing availability is currently focused on US buyers, with wider rollouts expected as the platforms expand.

A business based in India or the UAE may still be able to participate in supported international markets if it meets the relevant requirements. But businesses selling mainly to local customers shouldn't assume AI checkout is already available to them.

The important distinction is between being discovered by AI and accepting an order directly inside an AI app. Product discovery can happen more broadly, while direct checkout depends on platform support, merchant eligibility and the customer's country.

So don't expect every customer to start placing AI-powered orders next week. Instead, prepare your online store so it's ready as these channels become available.

How does AI find products from your online store?

In March 2026, Shopify introduced wider access to AI shopping through a system called Shopify Catalog.

Shopify Catalog brings product information together so AI-powered shopping platforms can discover and display products from participating merchants.

Through Agentic Storefronts, eligible Shopify merchants can make their products available across channels including ChatGPT, Microsoft Copilot, Google's AI Mode and Gemini.

Shopify says eligible merchants can manage these connections from their Shopify admin, without installing separate apps for every AI shopping platform. Standard payment processing charges still apply where relevant.

The company also offers an Agentic plan for businesses that don't use Shopify as their main ecommerce platform. This lets participating brands add products to Shopify Catalog without moving their existing online store.

But not every AI channel supports the same features or countries yet. Some customers can discover products and then visit the merchant's website to pay. Others can complete purchases directly within supported AI experiences.

For sellers, one thing remains consistent. AI systems need reliable product information to understand what you're selling.

What information does an AI shopping agent need?

Consider a small business selling handmade brass lamps in India.

A customer might ask an AI assistant to find a brass table lamp suitable for a living room, within a particular budget.

If the seller's website only says "Premium Lamp" with a product image, the AI has very little information to work with.

But if the title explains that it's a handmade brass table lamp, includes dimensions and describes its use, the product becomes easier to match with the customer's request.

Good product information helps customers understand what they're buying. It also gives search engines and AI shopping systems better information to work with.

What should online sellers do before the festive season?

You don't need to invest in an expensive AI system immediately. Most businesses can start by improving the information they already publish.

Here's what we'd recommend checking first:

• Review your top 20 products: Make sure titles and descriptions clearly explain the product, including size, material, colour and important features.
• Check prices and inventory: Keep your website, connected marketplaces and other selling channels updated.
• Improve product photographs: Use clear images showing the product from different angles, with close-ups where necessary.
• Publish essential policies: Make delivery, returns, refunds, payment options and contact information easy to find.
• Add structured product data: Help supported search engines and shopping systems understand product details accurately.
• Test your mobile checkout: Try placing an order yourself, including payment and confirmation, to identify anything that could cause a customer to leave.
• Monitor traffic sources: Check your analytics for referrals from AI platforms and other new discovery channels.

These changes are useful even if AI-powered checkout hasn't reached your country.

A clear product page can improve the experience for someone arriving from Google, Instagram, WhatsApp or an AI recommendation.

Don't spend money rebuilding your website just because AI shopping is becoming popular. Start with accurate product information, a reliable checkout and a website that works properly on mobile.

Does AI shopping matter if you don't use Shopify?

Yes. Shopify is one company building infrastructure for AI-powered shopping, but the wider change affects ecommerce businesses on other platforms too.

Customers can already use AI assistants to research products, compare features and find sellers. Whether they complete their purchases through the assistant or on your website depends on the platform.

Shopify's Agentic plan also allows eligible businesses using other ecommerce platforms to connect products to its catalogue without completely migrating their stores.

For businesses with custom-built ecommerce websites, preparation may involve updating product feeds, implementing structured data and making sure prices and stock information are consistently available.

These are tasks your web developer can help with, and they don't necessarily require a new website.

We've covered the discovery side in our guide on how to get your business cited in AI search. If you're deciding which platform to use, our comparison of Shopify vs custom e-commerce can help.

Will AI replace traditional ecommerce websites?

Not anytime soon.

Your website still matters because it gives customers a place to understand your business, explore products, check policies and contact you.

It also gives you control over your branding, product presentation and the information you publish.

What may change is how customers reach it.

Some shoppers will continue searching on Google. Others will discover products through Instagram, marketplaces or AI assistants. And on supported platforms, some purchases may happen without the customer visiting your website at all.

That creates both an opportunity and a challenge for smaller sellers.

You could reach people who wouldn't otherwise have discovered your brand. But your products also need to be understandable and competitive when an AI tool compares them with other options.

Clear product information, reliable fulfilment and a well-maintained website become increasingly useful.

Why is Amazon blocking AI agents while Shopify supports them?

The disagreement between Amazon and Shopify shows that the rules around AI shopping are still developing.

Amazon operates its own marketplace and shopping experience. It has raised concerns about outside agents accessing its platform without authorization, particularly around customer privacy, security and accountability.

Shopify operates differently. Its business supports merchants selling products through their own stores and other channels. Making those products available to AI shopping assistants could create additional opportunities for its merchants.

Neither approach guarantees how the industry will develop.

AI agents also introduce questions about responsibility. If an agent purchases the wrong product, misunderstands a return policy or makes a mistake during checkout, someone needs to resolve the issue.

For small businesses, the practical lesson isn't to depend entirely on any one AI platform. It's to maintain your own website, accurate product records and customer relationships while exploring new channels as they become available.

What should your business do next?

AI shopping is still developing, but the direction is becoming clearer. Customers are beginning to use AI for more than answering questions. They're using it to discover products, compare alternatives and make purchasing decisions.

For businesses in India and the UAE, there's no need to panic or invest in complicated technology immediately.

Start with your existing ecommerce website. Make sure your products are described properly, prices and inventory are accurate, and customers can complete orders without problems.

As AI shopping becomes available across more countries, those improvements will give your business a stronger foundation.

At Promogranade, we help small and mid-sized businesses in India and the UAE improve their online stores, product information, structured data and checkout experience through our web development services.

Our SEO, GEO and AEO services also focus on helping businesses become easier to discover across search engines and AI-powered platforms.

If you'd like us to review your ecommerce website and identify what needs improvement, get in touch.

The way people shop online is changing. Your business doesn't need to chase every new AI tool, but it should be ready when customers start using them.

About the author

Abhinandan Jain, co-founder, clients and AI

Abhinandan looks after clients, sales and the AI side of our work, including AI systems for clients in Dubai. He has built AI systems since 2025 and is usually the first person you speak to.

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