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Shopify falls 5% as Meta's Muse deal rally unwinds; Amazon blocks Muse AI assistant.

Market News
23 Sep 2026
24/7 Wall Street
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Shopify falls 5% as Meta's Muse deal rally unwinds; Amazon blocks Muse AI assistant.

Shopify's stock dropped 5% after an initial rally on its partnership with Meta Platforms to enable the Muse AI assistant for agentic checkout across Shopify stores. Meanwhile, Meta's stock rose 2% despite Amazon blocking Muse from its platform, citing concerns over third-party AI tools disrupting its personalized shopping experience. The deal allows Muse to complete purchases via Shopify's Shop Pay without changing merchant fees, but Amazon's rejection limits the deal's reach. Investors will watch if other major retailers follow Amazon's lead or embrace Muse, affecting the partnership's future impact.

Meta Platforms leads with a price of USD 754.27, up 2.40% as of Sep 23, 2026 22:22 WIB, reflecting some investor optimism despite Amazon's rejection of the Muse AI assistant. Shopify, however, trades down 4.77% at USD 140.69, with a Pluang order activity skewed towards selling at 62%. Amazon's shares also slipped 1.73% to USD 250.57, though most Pluang users remain buyers at 72%.

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