Pakistani consumers are rapidly embracing artificial intelligence (AI) and social commerce as part of their online shopping experience, but many remain cautious about allowing AI to make purchases on their behalf, according to Visa’s latest Stay Secure study.
The annual survey, conducted by Wakefield Research and released by Visa, highlights the growing role of AI-powered tools in digital commerce while underscoring persistent concerns about trust, fraud and online security.
The findings come as Pakistan’s digital economy continues to expand, driven by rising internet penetration, smartphone adoption and increasing use of digital payment platforms.
According to the study, 82% of consumers in Pakistan have used AI tools to assist with shopping. The most common uses include comparing prices, checking reviews and finding gift ideas.
Around 56% use AI to compare prices, while 53% rely on it to review product ratings. Another 47% use AI tools to generate gift recommendations.
Consumers appear largely satisfied with the technology. The survey found that 93% believe emerging technologies, including AI-powered tools, make online shopping faster and easier.
AI is also influencing how consumers discover brands. About 55% of respondents said they typically encounter new retailers and products while shopping online.
Trust Remains a Key Challenge
Despite growing acceptance of AI, consumers remain reluctant to hand over complete purchasing decisions to automated systems.
Only 42% said they would trust AI agents to complete checkout on their behalf.
The findings suggest that while shoppers welcome AI assistance during the decision-making process, they still prefer maintaining control over financial transactions.
At the same time, many consumers see AI as a powerful tool against fraud.
The survey found that 65% believe AI has made scams easier to identify, while 87% expect artificial intelligence to play a critical role in protecting consumers from fraud in the future.
Visa executives say trust will remain central to the next phase of digital commerce.
“In Pakistan, we are seeing strong momentum as consumers embrace digital commerce, with AI and social platforms becoming an increasingly integral part of how people discover and shop,” said Leila Serhan, Senior Vice President and Group Country Manager for North Africa, Levant and Pakistan at Visa.
“As digital ecosystems evolve, consumers are looking for experiences that not only offer greater convenience but also deliver confidence and control at every step of the journey,” she added.
Social Media Shopping Expands Amid Fraud Concerns
The report also highlights the rapid growth of social commerce in Pakistan.
According to the findings, 82% of consumers have purchased products directly through social media platforms.
However, fraud risks continue to grow alongside online shopping activity.
More than half of respondents, 55%, reported experiencing a financial scam during the past 12 months. Among those affected, 44% said the scam occurred through social media platforms.
The study also identified growing concerns regarding children’s online safety. Around 77% of respondents said children struggle to recognize scams, while 33% reported that a child in their lives had fallen victim to a scam while gaming or shopping online.
Visa said consumers increasingly expect payment providers, online marketplaces and regulators to play a leading role in fraud prevention through real-time alerts, secure payment systems and trusted checkout experiences.
“As commerce moves toward more agentic, AI-powered experiences, the study shows that consumers are embracing the convenience AI can bring to shopping but remain cautious when it comes to AI completing purchases on their behalf,” Serhan said.
