Karachi(Cliff News)Visa, a world leader in digital payments, has released its annual Stay
Secure study in Pakistan, highlighting how AI-enabled shopping and social commerce are shaping
consumer behavior while trust remains a key concern at checkout.
According to the study, 82% of consumers in Pakistan have used AI to assist with shopping, including
comparing prices, finding gift ideas, and checking reviews or product ratings. The study also found that 93%
of consumers believe AI-powered tools are making online shopping faster and easier.However, despite growing adoption, consumers remain cautious about AI completing purchases on their
behalf. Only 42% of consumers said they would trust AI agents to complete checkout, while 87% believe AI
will play an important role in protecting consumers from fraud in the future.
The study also points to the growing role of social commerce in Pakistan. Around 82% of consumers have
purchased products directly through social media platforms. At the same time, scam risks remain a
concern, with 55% of consumers reporting that they experienced a financial scam in the past 12 months.
Among those who experienced scams, 44% said the incident happened on social media.
The findings also highlight concerns around children’s exposure to online scams. Around 77% of consumers
said children struggle to recognize scams, while 33% have seen a child fall victim to a scam while gaming or
shopping online.
When it comes to protection against fraud, consumers expect institutions to take the lead. 49% believe
payment providers and online marketplaces should be primarily responsible, followed by government
authorities or regulators at 36%, and banks or financial institutions at 31%. Only 13% believe consumers
themselves should hold primary responsibility.
“In Pakistan, we are seeing strong momentum as consumers embrace digital commerce, with AI and social
platforms becoming an important part of how people discover and shop. At the same time, the findings
highlight a clear priority across our markets: trust. As digital ecosystems evolve, consumers are looking for
experiences that offer not only greater convenience, but also confidence and control at every step,” said
Leila Serhan, Senior Vice President and Group Country Manager, North Africa, Levant and Pakistan at Visa.
The Stay Secure study was commissioned by Visa and conducted by Wakefield Research from January to
February 2026. It surveyed 5,800 adults aged 18 years and above across 17 CEMEA markets, including
Pakistan.