One third of leading US commerce sites block Muse outright, Jefferies finds
A Jefferies survey of several hundred leading US e-commerce, airline, travel, hotel and reservation sites in October 2026 found about one third block Meta's Muse outright, one third challenge or restrict it, and one third work seamlessly, with new restrictions appearing almost daily. Amazon blocked Muse in September, while Meta's sanctioned connectors with Walmart, Best Buy, Wayfair, Sephora and Dick's Sporting Goods are mostly not yet live. Sites will not block Googlebot for fear of losing search traffic, so Meta must negotiate access site by site, which could erode its transaction take-rate.