Key Takeaways
- Amazon blocked Meta’s AI agent “Muse” for accessing its site without prior approval and for not identifying itself as an AI.
- eBay updated its terms to prohibit third‑party AI purchasing agents that access the platform without authorization.
- Google is pushing an open commerce standard (UCP) with Shopify that lets AI agents search, add to cart, and pay on external vendor sites directly from Gemini or Search.
- Meta, Walmart, Shopify, and Stripe agreed on a common identity‑and‑authority protocol for personal AI agents accessing corporate services.
- Naver and Coupang in Korea are restricting external AI agents while building their own in‑house shopping AI capabilities.
- Industry analysts warn that AI agents could erode platforms’ core assets—ad exposure, recommendation data, and membership lock‑in—by bypassing the platform interface.
- Conversely, some retailers see AI agents as a new sales channel that can expand market reach even when shoppers never visit the storefront.
Amazon Blocks Meta’s Muse Over Unauthorized Access
Amazon recently took a firm stance against Meta’s AI agent “Muse,” blocking its ability to browse and purchase products on Amazon’s marketplace. According to the IT industry report dated the 11th, Amazon claimed that “Meta had not received prior approval for Muse’s access to Amazon, and that AI agents did not clearly inform them that they were AI when they accessed the site.” The e‑commerce giant also warned that allowing unverified agents could jeopardize personal information and account security. This move underscores Amazon’s desire to retain control over the point of contact with shoppers, ensuring that any transaction remains within its own ecosystem where it can monitor data, serve ads, and enforce its terms of service.
eBay Tightens Rules Against Unauthorized AI Purchasing Agents
Following Amazon’s lead, eBay revised its user terms and conditions in February to expressly prohibit “unauthorized access by third‑party AI‑based purchasing agents.” The platform’s policy now treats any AI tool that attempts to search, compare, or buy on behalf of a user without explicit permission as a violation. By doing so, eBay aims to safeguard its marketplace integrity, prevent potential fraud, and preserve the valuable behavioral data generated when users interact directly with its site. The update reflects a broader industry trend: platforms are tightening access controls as AI agents become more capable of autonomous commerce.
AI Agents Threaten Platforms’ Core Assets
Industry analysts warn that the rise of autonomous AI agents could fundamentally disrupt the business models of traditional commerce platforms. If agents “search, compare, and pay for products instead” of users navigating apps or search windows, platforms stand to lose “core assets such as advertisement exposure, recommendation algorithms, customer behavior data, and membership lock‑in.” The shift would relegate the platform to a backend supplier rather than the front‑end experience that drives revenue through targeted ads and personalized recommendations. Consequently, companies are weighing whether to resist AI agents outright or to adapt their services to accommodate this new intermediary.
Google’s Open Commerce Standard (UCP) Encourages AI‑Driven Shopping
In contrast to Amazon’s restrictive approach, Google is actively expanding commerce through AI agents. In January, together with Shopify, Google unveiled an open commerce standard called the Universal Commerce Protocol (UCP) that “allows AI agents to link with external vendors to perform product search, shopping cart, and payment.” Using UCP, Google Search and its Gemini AI mode now enable users to click a “buy” button on certain product listings and complete the purchase without leaving the AI interface. The company has even begun a test operation in India where Gemini displays a direct purchase button, streamlining the path from discovery to transaction. Google’s strategy hinges on creating an open ecosystem where AI agents can act as neutral intermediaries, potentially increasing overall market volume while still feeding data back to Google’s advertising and search engines.
Meta, Walmart, Shopify, and Stripe Forge a Shared AI‑Agent Identity Protocol
On the 6th (local time), Meta, Walmart, Shopify, and Stripe announced a collaboration to create “a common standard for personal AI agents to check users’ identity and delegated authority when accessing corporate services.” The initiative mirrors how individuals verify their identities when logging into online platforms; AI agents would now receive a form of “identification” that lets companies confirm which user the agent represents and the scope of authority granted—whether for product search, reservation, or payment. This framework seeks to balance security and usability, giving platforms a way to trust AI agents while still protecting user accounts and data.
Korean Platforms Restrict External AI While Building In‑House Agents
In South Korea, major e‑commerce players are taking a protective stance. Naver is limiting foreign AI agents’ access to its services while simultaneously expanding its own shopping AI agent capabilities. Currently, platforms such as blogs, cafes, and intellectual communities have restricted external AI crawlers—automated programs that collect online data—to safeguard proprietary information. Coupang, the nation’s leading e‑commerce firm, is also blocking external AI from initiating payments within its app. These moves reflect a dual strategy: curbing uncontrolled third‑party AI intrusion while investing in internal AI tools that can enhance the user experience without surrendering control over the consumer touchpoint.
The Strategic Divide: Blocking vs. Embracing AI Agents
The commerce landscape is now sharply divided between platforms that see AI agents as a threat to their core revenue streams and those that view them as a conduit for market expansion. Companies like Amazon, eBay, Naver, and Coupang fear that bypassing their apps will erode ad impressions, weaken recommendation engines, and diminish the rich behavioral data that fuels personalized marketing. Conversely, Walmart, Shopify, and Google argue that even if shoppers never open a storefront, transactions facilitated by AI agents can still generate sales, broaden reach, and create new data partnerships. As the technology matures, each firm’s approach will likely shape the future balance between platform control and AI‑driven commerce autonomy.
https://www.mk.co.kr/en/it/12173227
