A recent study on digital commerce and fraud trends in Pakistan reveals that while consumers are increasingly embracing artificial intelligence to enhance their shopping experiences, many remain hesitant to fully trust the technology when it comes to making purchases on their behalf.
The report, based on findings from Visa, explores how Pakistanis are using AI-powered tools, their concerns about online fraud, and expectations surrounding digital safety.
AI Is Becoming Part of the Shopping Experience
According to the study, 82 percent of Pakistani consumers use AI tools to support their shopping decisions. These technologies are primarily used for comparing prices, discovering products, and evaluating purchase options.
Among respondents:
- 56 percent use AI to compare prices before making a purchase.
- 53 percent rely on AI to review product ratings and customer feedback.
- 47 percent use AI-generated suggestions to find gift ideas.
The convenience offered by these tools is widely recognized, with 93 percent of respondents believing that digital technologies, including AI, have made online shopping faster and more efficient.
AI is also reshaping how consumers discover products and brands. More than half of those surveyed (55 percent) said they frequently come across new retailers and products through AI-assisted recommendations and online platforms.
Convenience Doesn’t Always Mean Trust
Despite growing adoption, confidence in AI remains limited when it comes to handing over complete control of the buying process.
Only 42 percent of respondents said they would trust AI agents to complete an online checkout independently, without any human involvement.
At the same time, attitudes toward AI’s role in fraud prevention remain optimistic. Around 65 percent believe AI has made it easier to identify scams, while 87 percent expect the technology to play a significant role in strengthening fraud detection and prevention in the future.
Social Commerce Continues to Grow
The study also highlights the increasing popularity of shopping through social media platforms.
According to the findings, 82 percent of respondents have purchased products through social commerce channels, reflecting changing consumer habits and the growing influence of digital communities on purchasing decisions.
However, this trend also comes with increased risks.
More than half of the participants (55 percent) reported experiencing a financial scam within the past 12 months. Among those affected, 44 percent said the fraud originated through social media platforms, a higher proportion than scams encountered on websites, online marketplaces, or shopping applications.
Concerns Over Children’s Online Safety
Parents remain worried about children’s ability to navigate the digital world safely.
The report found that 77 percent of respondents believe children struggle to identify online scams, while 33 percent have witnessed a child becoming a victim of fraud during online gaming or shopping activities.
Additionally, 44 percent of parents said their children have access to mobile payment applications or digital wallets, highlighting the need for greater awareness and digital education among younger users.
Who Should Prevent Online Fraud?
When asked who should bear the primary responsibility for preventing digital fraud, respondents placed the greatest responsibility on organizations managing online transactions.
The findings showed that:
- 49 percent believe payment providers and online marketplaces should lead fraud prevention efforts.
- 36 percent point to government regulators.
- 31 percent expect financial institutions to play the main role.
- Only 13 percent believe consumers themselves should carry the primary responsibility.
Consumers also identified the measures they consider most effective in reducing fraud. More than half (51 percent) favored real-time alerts from banks and payment applications whenever suspicious activity is detected. Meanwhile, 33 percent said visible trust indicators, such as recognized payment and platform logos during checkout, help improve confidence.
Balancing Innovation with Security
Commenting on the findings, a senior representative from a global payments company noted that Pakistani consumers are rapidly adopting digital commerce tools, including AI-powered shopping assistants and social commerce platforms. However, trust, transparency, and user control continue to shape purchasing behavior.
The study concludes that while Pakistanis are open to using AI to simplify and improve their shopping experiences, they remain cautious about allowing technology to make purchasing decisions independently. As digital commerce evolves, strengthening consumer trust and enhancing online security will remain essential to encouraging broader adoption.
