--- title: "三成美国头部购物网站封禁Meta的Muse智能体，Googlebot却畅行无阻" description: "杰富瑞在美国数百个主流购物和旅游网站上测试了Meta的Muse智能体，发现约三分之一网站将其直接屏蔽，新的限制几乎每天都会出现。本应支撑Meta创纪录资本开支的交易抽成收入，如今只能一家一家谈出来；而谷歌走的那扇门，商家们可不敢关。" publisher: "The Inference" section: "Applications" published: 2026-10-24T14:13:01.527Z modified: 2026-10-24T14:13:01.527Z canonical: https://theinference.org/article/a-third-of-leading-us-commerce-sites-block-meta-s-muse-googlebot-walks-in/zh-CN language: zh-CN keywords: "Meta Platforms, AI Agents, E-commerce, Advertising, Capex" --- # 三成美国头部购物网站封禁Meta的Muse智能体，Googlebot却畅行无阻 > 杰富瑞在美国数百个主流购物和旅游网站上测试了Meta的Muse智能体，发现约三分之一网站将其直接屏蔽，新的限制几乎每天都会出现。本应支撑Meta创纪录资本开支的交易抽成收入，如今只能一家一家谈出来；而谷歌走的那扇门，商家们可不敢关。 [Meta](https://theinference.org/markets/companies/meta)9月8日推出的智能体Muse，可以替用户在网上浏览、预订和下单购买，而Meta想从中收取交易抽成(take rate)，即从每笔交易中分一杯羹[1]。[截至10月20日，Muse下载量已达1090万](https://theinference.org/article/meta-s-muse-shopping-agent-hit-10-9-million-downloads-as-amazon-blocked-it-and-walmart-opened-checkout)[1]。接下来，投资银行[杰富瑞](https://theinference.org/markets/companies/jefferies)清点了这些大门。 ## 整个互联网都在门口盘查Muse 杰富瑞测试了美国数百个头部电商、航空、在线旅游、酒店和预订类网站，发现约三分之一直接屏蔽Muse,三分之一对其弹出验证或加以限制，另外三分之一运行顺畅，而新的限制几乎每天都在出现。该行分析师布伦特·蒂尔(Brent Thill)写道，随着智能体商务(agentic commerce)变成一个准入问题，这可能“[推迟Meta的抽成机会，并加固谷歌的护城河](https://finance.yahoo.com/technology/ai/articles/metas-muse-ai-agent-blocked-170000815.html)”[2][3]。 *Chart: **美国三分之一的头部电商与旅游网站直接屏蔽Muse** 饼图：杰富瑞测试中，美国头部电商与旅游网站对Meta的Muse智能体的处理方式——三分之一直接屏蔽，三分之一设置验证或限制，三分之一正常运行。* *2026年10月，杰富瑞在美国数百个头部电商、航空、在线旅游、酒店及预订类网站上测试了Muse;比例为约数。 [2]* [亚马逊](https://theinference.org/markets/companies/amazon)已于9月将Muse直接屏蔽，称外部购物智能体应当“尊重服务提供商的决定”[4];而[NBC新闻的实测发现，Meta点名的合作伙伴同样将该智能体拒之门外](https://www.nbcnews.com/tech/tech-news/ai-agent-muse-shop-e-commerce-amazon-wal-mart-wayfair-buy-rcna599069)[5]。Meta的对策，是与[沃尔玛](https://theinference.org/markets/companies/walmart)、[百思买](https://theinference.org/markets/companies/best-buy)、[Wayfair](https://theinference.org/markets/companies/wayfair)、丝芙兰和迪克体育用品(Dick's Sporting Goods)建立官方对接通道，其中许多尚未上线[2]。 这种不对称对投资者至关重要：商家生怕失去搜索流量，不敢屏蔽谷歌的网页爬虫Googlebot,而Meta却必须逐个网站谈判准入[2][3]。对Muse关闭的每一扇门，对Googlebot依然敞开。 ## 支柱尚无价目表，投入照砸不误 [马克·扎克伯格](https://theinference.org/markets/people/mark-zuckerberg)将Meta企业平台称为"我们业务的下一个重要支柱"[6],并[请来本月刚卸任MongoDB首席执行官的奇兰坦·德赛(Chirantan "CJ" Desai)执掌这项业务](https://venturebeat.com/technology/meta-announces-enterprise-ai-platform-recruits-mongodb-ceo-to-lead-it)[7]。9月28日发布时,Meta没有公布任何产品、定价或企业合同[7],而它此前也放弃过这门生意:Workplace于5月关闭,Horizon Workrooms于2月关停[7]。 砸钱不等人。Meta[第三季度资本开支达339亿美元,净利润则为99亿美元](https://www.sec.gov/cgi-bin/browse-edgar?action=getcompany&CIK=0001326801),这已是资本开支连续第二个季度超过利润[8];[全年资本开支预测上调至1350亿至1450亿美元](https://www.forbes.com/sites/chuckbrooks/2026/10/23/meta-muse-ai-business-model-profitability/)[9],财报表现稳健,股价却因开支担忧下跌6%[4]。 *Chart: **资本开支已连续两个季度超过净利润** 折线图:Meta 2024年第三季度至2026年第三季度各季度资本开支与净利润对比,资本开支于2026年第二季度反超净利润。* *Meta各季度资本开支与净利润(单位:十亿美元),数据来自其提交给美国证券交易委员会(SEC)的文件。 [8]* ## 高墙越砌越多,数十亿美元收入已被提前计入 德意志银行的本杰明·布莱克预计,到2030年Muse可创造24亿至360亿美元收入[10];[花旗](https://theinference.org/markets/companies/citigroup)则估计未来数年累计270亿美元[4]。杰富瑞的研报还指出,Muse正在为其约400万用户及其好友建立档案[2],这一姿态恐怕会招致更多高墙;而[《巴伦周刊》认为,即便智能体不可或缺,也未必能盈利](https://finance.yahoo.com/m/516748f2-dbd2-3f3c-afd9-47812faade94/the-real-challenge-for-muse.html)[11]。 撑起股价的依然是广告:第三季度646亿美元营收中,广告收入达630.6亿美元[9];据杰富瑞咨询的一位专家称,当季Meta广告支出的增速超过了[谷歌](https://theinference.org/markets/companies/alphabet)[2]。 ## 假日购物季前盯紧官方对接通道 接下来要看两件事:一是沃尔玛等合作方的官方对接通道能否赶在假日购物旺季前上线;二是730亿至760亿美元的第四季度营收指引[9]出炉时,会不会一并附上交易抽成的时间表。在那之前,市场对这第二根支柱的定价,全凭扎克伯格的一句话。 ## Takeaway 杰富瑞的逐站测试显示，三分之一的美国头部电商与旅游网站屏蔽了Meta的Muse智能体，Googlebot却处处通行；支撑Meta创纪录资本开支的抽成收入，因此系于官方对接通道能否赶在假日购物季前上线。 ## Sources 1. [TipRanks, Vince Condarcuri, 'Meta's Muse AI App Hits 10.9 Million Downloads as ChatGPT Downloads Decline by 25%', 20 October 2026](https://www.tipranks.com/news/metas-muse-ai-app-hits-10-9-million-downloads-as-chatgpt-downloads-decline-by-25) 2. [Proactive via Yahoo Finance, 'Meta's Muse AI agent blocked by one-third of websites tested, Jefferies says', 8 October 2026](https://finance.yahoo.com/technology/ai/articles/metas-muse-ai-agent-blocked-170000815.html) 3. [Investor's Business Daily via MSN, Ryan Deffenbaugh, 'Meta's muse is running into the internet's bouncers. Why Google has a key advantage.', 8 October 2026](https://www.msn.com/en-us/technology/artificial-intelligence/meta-s-muse-is-running-into-the-internet-s-bouncers-why-google-has-a-key-advantage/ar-AA2dPwGg) 4. [CNBC, Tobias Burns, 'Personal agents like Meta's Muse could fuel AI's growth and challenge Amazon and Apple', 22 October 2026](https://www.cnbc.com/2026/10/22/meta-muse-personal-ai-agents.html) 5. [NBC News, David Ingram, 'Big Tech's AI agents are fighting over your shopping cart', 29 September 2026](https://www.nbcnews.com/tech/tech-news/ai-agent-muse-shop-e-commerce-amazon-wal-mart-wayfair-buy-rcna599069) 6. [MarketBeat via Yahoo Finance, Leo Miller, 'Meta Enterprise Platform: The Next Major Pillar of Zuckerberg's AI Vision', 7 October 2026](https://finance.yahoo.com/technology/ai/articles/meta-enterprise-platform-next-major-142000109.html) 7. [VentureBeat, Carl Franzen, 'Meta announces enterprise AI platform, recruits MongoDB CEO to lead it', 28 September 2026](https://venturebeat.com/technology/meta-announces-enterprise-ai-platform-recruits-mongodb-ceo-to-lead-it) 8. [Meta Platforms quarterly figures from its SEC filings, retrieved 24 October 2026](https://www.sec.gov/cgi-bin/browse-edgar?action=getcompany&CIK=0001326801) 9. [Forbes, Chuck Brooks, 'Meta's Muse Could Transform Its AI Business. But Can It Make Money?', 23 October 2026](https://www.forbes.com/sites/chuckbrooks/2026/10/23/meta-muse-ai-business-model-profitability/) 10. [AOL/Yahoo Finance, Brian Sozzi, 'Meta Muse could soon drive up to 8% of revenue by 2030: Deutsche Bank analyst', 5 October 2026](https://www.aol.com/articles/meta-muse-could-soon-drive-132850000.html) 11. [Barron's via Yahoo Finance, Adam Levine, 'The Real Challenge for Muse AI Is Making the Math Make Sense', 9 October 2026](https://finance.yahoo.com/m/516748f2-dbd2-3f3c-afd9-47812faade94/the-real-challenge-for-muse.html) --- 三成美国头部购物网站封禁Meta的Muse智能体，Googlebot却畅行无阻 — The Inference. Canonical: https://theinference.org/article/a-third-of-leading-us-commerce-sites-block-meta-s-muse-googlebot-walks-in/zh-CN