Ask Meta's Muse what your store actually earned
Muse is Meta's personal AI agent, launched in September 2026. It connects to outside services through custom connectors, including MCP servers, and MerchantFlow is one. Point Muse at the MerchantFlow connector URL and it reads the same P&L, margins, ROAS and COGS your dashboard shows, over the same read-only connection Claude and ChatGPT use.
Last updated
Muse is available in the United States and Canada as of the date above. Custom connectors are created inside the Muse app by its user, and Meta does not review them. Meta opened Muse's connector directory to developers on 18 September 2026; MerchantFlow is preparing its listing and will link it here once approved. Until then the custom connector path below is the way in, and the connection is identical.
Trusted by
Brands already running their numbers on MerchantFlow
The same data Muse will be reading.
30
stores
527,069
orders analysed
A$70M
revenue tracked
What you can ask once it is connected
“I am about to raise the Meta budget on the Linen Runner campaign. Check whether that product is actually profitable first.”
Linen Runner sells at A$38.50 with a landed cost of A$21.10 and A$4.20 in payment and shipping per unit, so contribution margin before ads is 34%. Over the last 30 days the Meta campaigns selling it reported 2.1x ROAS against a break-even of 2.9x, so at current spend it is losing money on Meta. Blended MER across all channels is 3.4x. I would hold the budget until the campaign clears 2.9x or the landed cost comes down. Want me to draft a note to the supplier?
Example exchange, shown to illustrate the shape and level of detail. Your figures come from your own connected store, and whether Muse offers to act depends on Muse.
Why it matters more with an agent
Muse acts. Give it numbers worth acting on.
A chatbot that gets your margin wrong wastes a minute. An agent that gets your margin wrong raises a budget, reorders stock or emails a supplier. Muse is built to take actions with your direction, and Meta says it asks before anything consequential, so the question is what it is looking at when it asks.
Left to its own devices, Muse can open your Shopify admin or Ads Manager in its browser and read what is on the screen. A screen of orders is not a P&L, attributed revenue is not profit, and a figure scraped from a filtered table changes with the filter. MerchantFlow gives Muse one call that returns the reconciled number, with the sync time and the caveats attached.
What Muse can see on its own
Muse can browse, so it can look at anything you can. Looking is not the same as knowing.
- Your Shopify admin, one screen of orders at a time, with no product cost against them
- Ads Manager, which shows spend and attributed revenue but not what the products cost to buy, ship or refund
- Nothing that joins the two, in your store currency and timezone, for the same order on the same day
- No sync time, no caveats and no way to tell a settled figure from one Meta is still finalising
What MerchantFlow adds
- One MCP call returns P&L, contribution margin, ROAS, MER and COGS coverage, already reconciled to your store currency and timezone
- Every response carries the last successful sync time and flags itself when the data is more than a day old, so Muse can caveat rather than guess
- Thirteen granular read scopes and no write scope: Muse can read figures and reason about them, never change anything
- Customer personal details are redacted from tool responses by default, so a question about orders does not hand an agent your customer list
- Multiple Meta ad accounts, campaigns you have excluded from profit, and spend re-anchored to your store's timezone, exactly as your dashboard shows them
How to connect
Four steps inside the Muse app
Muse builds custom connectors from an MCP server URL. MerchantFlow's endpoint is public, HTTPS and speaks MCP over streamable HTTP, which is what Muse's cloud VM needs. Menus in Muse change often, so treat the names below as current for the date shown at the top of this page.
Connector URL
https://merchantflow.ai/api/mcp- 01
Copy the connector URL
Sign in to MerchantFlow and open Settings, then Developer, then MCP. The connection URL there is the same streamable HTTP endpoint every client uses, and it is also printed above.
- 02
Ask Muse to create a custom connector
In Muse, open Settings then Connectors and ask Muse to create a custom connector for MerchantFlow. Give it the URL, tell it the server speaks MCP over streamable HTTP, and ask for read-only access to your store's profit data.
- 03
Approve access
MerchantFlow uses OAuth 2.1 with a browser consent step, which Muse can complete in its own browser: sign in and click Allow access. If Muse asks for a key instead, create a personal access token under Settings, Developer, MCP and hand it to Muse's Secure Credentials Store, never into the chat.
- 04
Test it and save the skill
Ask Muse to call list_capabilities. It returns your plan, history window and rate-limit headroom, which proves the connection end to end. Then ask Muse to save the connector as a skill so it knows when to reach for it.
On the MerchantFlow side this is included on every paid plan, trials included. Starter reads 90 days of history, Pro reads 12 months, and Plus and Agency read your full history. On the Muse side, custom connectors are a Muse feature; check Meta's help centre for which Muse tiers include them, because Meta changes this.
For the technically minded
What Muse is connecting to
- Transport
- MCP over streamable HTTP. The current 2026-07-28 revision is negotiated per request, with every revision back to 2024-11-05 still supported.
- Authorisation
- OAuth 2.1 with dynamic client registration and a browser consent step, or a personal access token for a client that cannot complete the browser flow.
- Scopes
- Thirteen granular read scopes. No write scope exists, so there is nothing to grant that would let an agent change your data.
- Endpoint
- Public HTTPS, which is what a custom connector running in Muse's cloud VM requires. Nothing runs on your machine.
- Responses
- Every response carries the last successful sync time and your store currency, and flags itself when the sync is more than a day old.
The tools Muse calls
These are the actual MCP tools a profit question from Muse resolves to. Every claim on this page maps to one of them.
list_capabilitiesget_pnl_summaryget_channel_roasget_ad_performanceget_top_productsget_cogs_coveragerun_product_viabilityWhat merchants say
Store owners who trust MerchantFlow with their numbers
Verified reviews from the Shopify App Store, the same ones shown on the homepage.
MerchantFlow has become one of the most valuable tools in my business. As a tradie building Mech Tools from the ground up, understanding true profitability is critical. MerchantFlow gives me clear, accurate data that helps me make better business decisions.
Mech Tools Pty LTD
Australia · 18 days using the app
I've tried quite a few of these profit tracker apps (even tried making one myself), but honestly, none of them offer what MerchantFlow does and the ones that come close cost 10x the monthly price. My favorite feature by far is the integration with my 3PL, so the data I'm seeing is the actual data not a guess.
Netherlands · 21 days using the app
I've been using MerchantFlow for the last six months in order to better understand my brand's profitability. The tool has without a doubt been super insightful and allowed me to make changes within the business that have nearly doubled our brand's monthly profit. This is the best profit analysis and optimisation tool going around for any ecommerce brand owner right now.
Australia · 6 months using the app
Its super important for me to know my numbers down the the exact percentage and I can trust Merchant Flow to get it right. I've used other softwares in the past but none of them have half of the features this does and always end up not being correct. Highly recommend using it if you're running an ecommerce store.
Australia · 2 months using the app
When Muse is the shopper
Muse orders in your P&L
Muse also buys things for people. Since 8 September 2026 Shopify lists Meta as an AI channel under Agentic Storefronts, products in Shopify Catalog are shared with Meta by default, and an order Muse completes through Meta direct checkout appears in your Shopify admin attributed to the Meta channel. Shopify announced Shop Pay agentic checkout for Muse on 21 September. On a WooCommerce store, Muse shops your normal checkout in its browser and pays with a one-time virtual card from Link by Stripe.
Two things follow for your numbers. The storefront never loads during Meta direct checkout, so browser pixels do not fire and the order carries no ad click: revenue is real, attribution is thin, and blended MER is the honest guard rail. And because MerchantFlow builds your P&L from synced orders rather than pixels, every Muse order is netted against its product cost, payment fee, shipping, tax and refunds like any other.
One honest limit: MerchantFlow does not currently label orders by Shopify sales channel, so a Muse order is counted in full but cannot be filtered on its own yet.
About Muse
Meta's Muse at a glance
- What it is
- Meta's personal AI agent. It browses, fills forms, sends email, books and buys on a person's behalf, from a dedicated cloud VM, and asks before consequential actions.
- Launched
- 8 September 2026 in the United States, Canada on 18 September. Adults only, Meta account required. No date announced for the UK, the EU or Australia.
- Where it runs
- iOS, Android, the web at muse.ai, a native Mac app, and inside WhatsApp.
- Model
- Muse Spark, Meta's proprietary multimodal model from Meta Superintelligence Labs. Version 1.3 shipped on 2 September 2026.
- Pricing
- A free tier with a weekly token allowance, Power at US$20 a month and Max at US$100 a month, per Meta's help centre.
- Connectors
- Built-in connectors for Meta's own apps, Gmail, Google Workspace and others, plus custom connectors to any service with a public API or an MCP server. Meta does not review custom connectors.
- Not to be confused with
- Microsoft's Muse, a world model for game design from February 2025, or the Muse EEG headband. Unrelated.
Common questions
Is MerchantFlow in Muse's connector directory?
Not yet. Meta opened the directory to developers on 18 September 2026 with a functional, security and legal review before listing. MerchantFlow is preparing its submission. Until it is approved, add MerchantFlow as a custom connector using the URL above; it is the same server and the same read-only scopes.
Can Muse change anything in my store through MerchantFlow?
No. The MerchantFlow connection is read-only and no write scope exists to grant. Muse can read figures and reason about them; it cannot edit costs, orders or settings. Muse's own connectors to Facebook, Instagram or your email are separate and governed by the permissions you give Muse, not by MerchantFlow.
Does Meta see my store's data?
Muse runs in a cloud VM Meta operates. Meta states that Muse conversations and VM data are not shared with its ad systems, and that training on interactions is on by default with an opt-out under Data controls in Muse's settings. MerchantFlow sends Muse the structured answer to the question it asked, not a copy of your database, and customer personal details are redacted by default. MerchantFlow cannot control what Meta retains, so if that is not acceptable to you, do not connect Muse.
Do I need a paid Muse plan?
Custom connectors are a Muse feature and Meta decides which tiers include them, so check Meta's help centre for the current answer. On the MerchantFlow side the connection is included on every paid plan, trials included.
Will the numbers match my dashboard?
Yes. Muse calls the same calculations the MerchantFlow dashboard uses, so the same question over the same period returns the same figure in both places.
What if Muse cannot complete the OAuth step?
Create a personal access token under Settings, Developer, MCP in MerchantFlow and give it to Muse when it asks for credentials. Treat it like a password: Muse stores it in its Secure Credentials Store, and you can revoke it from the same MerchantFlow page at any time.
Are the orders Muse places for shoppers counted in my profit?
Yes. A Muse order syncs from Shopify or WooCommerce like any other and is netted against product cost, fees, shipping, tax and refunds. What MerchantFlow does not do yet is label orders by Shopify sales channel, so you cannot filter to Muse orders on their own.
Is this Microsoft's Muse?
No. Microsoft Research released a model called Muse in February 2025 for game design ideation. This page is about Meta's Muse agent, which is unrelated.
Sources
Where the Muse facts come from
Meta's and Shopify's own pages first, then reporting. Everything about MerchantFlow's own connection is documented in your dashboard under Settings, Developer, MCP.
- Meta Newsroom: Introducing Muse, your personal AI agent (8 Sep 2026)
- Meta Help Centre: Muse connectors and custom connectors
- Meta Help Centre: Muse privacy, safety and subscriptions
- Muse for developers: submit a connector (opened 18 Sep 2026)
- Meta Research: Muse Spark 1.3 (2 Sep 2026)
- Shopify changelog: Meta is now an AI channel in your admin (8 Sep 2026)
- Shopify Help Centre: Selling on Meta through Agentic Storefronts
- TechCrunch: Meta debuts its Muse AI agent (8 Sep 2026)
- American Banker: Shopify adds Meta Muse to agentic AI strategy (21 Sep 2026)
MerchantFlow is independent and not affiliated with Meta. Muse, Muse Spark and Advantage+ are Meta products. Facts about Muse on this page are drawn from the sources above as of the date shown at the top.