A new study by global digital payment firm Visa has revealed that 88 per cent of Nigerian shoppers now use artificial intelligence (AI) tools to assist with their shopping. The annual Stay Secure study, conducted by Wakefield Research, assesses consumer awareness and behaviors around digital commerce and fraud in Nigeria.
AI Adoption in Shopping
The report highlights that AI-enabled shopping and social commerce are rapidly changing consumer behavior. An overwhelming 97 per cent of respondents feel that new technologies, including AI-powered tools, make online shopping faster and easier. AI is also influencing product discovery, with 68 per cent of consumers typically discovering new brands or retailers while shopping online.
However, trust remains a barrier when it comes to AI handling transactions. Only 34 per cent of consumers would trust AI agents to complete checkout, emphasizing the need to build consumer confidence.
AI as a Fraud Solution
As AI adoption grows, consumers increasingly view the technology as part of the solution to fraud. The study found that 76 per cent feel AI has made scams easier to recognize today, while 89 per cent believe AI will play a critical role in protecting consumers from fraud in the future.
Social Commerce and Fraud Risks
Shopping through social platforms has become mainstream, with 83 per cent of Nigerian consumers having purchased products directly through social media. However, fraud risks follow consumers online. The report states that 51 per cent have experienced a financial scam in the past 12 months. Among scam victims, 57 per cent reported the incident occurred on social media, more than on websites, online marketplaces, or shopping apps.
Children Vulnerable to Scams
The study highlights growing concern about children encountering scams online. A significant 76 per cent of consumers report that children in their lives struggle to recognize scams, and 62 per cent have seen a child fall victim to a scam while gaming or shopping online. This concern is amplified as children gain greater access to digital commerce: 33 per cent of Nigerian parents have children who can access mobile payment apps or digital wallets.
Responsibility for Fraud Protection
When it comes to protecting against fraud while shopping online, consumers look first to institutions. Nearly half (49 per cent) believe banks or financial institutions should be primarily responsible, followed by government authorities or regulators (35 per cent) and payment providers (30 per cent).
Irene Auma, Head of Risk, Sub-region, Visa, commented: “Visa’s ‘Stay Secure’ study shows that while online shopping and social commerce continue to grow, scams and fraud are evolving too. Consumers see fraud protection as a shared responsibility, but they expect financial institutions, governments, and payment providers to take the lead, underscoring the importance of secure-by-design payment systems. 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.”
