A new study by Visa has revealed that artificial intelligence is playing an increasingly important role in online shopping among Pakistani consumers.
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According to the company’s annual “Stay Secure 2026” report, 82% of consumers in Pakistan use AI tools to assist with shopping. Many rely on AI to compare prices, read product reviews, and find gift recommendations.
The study found that 93% of respondents believe AI has made online shopping faster and more convenient. However, trust remains a challenge at the payment stage. Only 42% of consumers said they would feel comfortable completing purchases through AI-powered agents.
Social Commerce Growth Brings Security Challenges
The report showed that 82% of Pakistani consumers have made purchases through social media platforms. At the same time, online fraud continues to rise.
Over the past year, 55% of consumers experienced some form of financial fraud. Among those cases, 44% occurred through social media channels.
Despite these concerns, many consumers remain optimistic about AI’s role in improving security. The study found that 87% believe AI will become an important tool for fraud prevention, while 65% said it already helps identify suspicious activity more effectively.
Concerns Over Children’s Online Safety
The report also highlighted growing concerns about children’s digital safety. Around 77% of respondents said children struggle to identify online scams and fraudulent activity.
Additionally, 33% reported seeing children become victims of fraud while gaming or shopping online.
Commenting on the findings, Leila Sarhan, Senior Vice President and Group Country Manager for North Africa, the Levant, and Pakistan at Visa, said AI and social commerce are reshaping consumer behavior. She emphasized that trust, security, and consumer control remain critical for the continued growth of digital commerce.
The study was conducted by Wakefield Research between January and February 2026. It surveyed 5,800 people across 17 countries, including Pakistan.
