Karachi, Pakistan — A Visa Stay Secure study released on 9 June 2026 found that 82% of consumers in Pakistan have used AI to assist with shopping, a sign that AI shopping tools are becoming integral to local online commerce.
Survey respondents reported using AI for a range of tasks including price comparison (56%), finding gift ideas (47%), and checking reviews or product ratings (53%). Overall, 93% said new technologies, including AI-powered tools, make online shopping faster and easier, and 55% typically discover new brands while shopping online.
Despite broad use of AI, trust remains a barrier: only 42% of consumers would trust AI agents to complete checkout on their behalf, underscoring that confidence at the point of payment is essential for wider adoption of AI shopping experiences.
At the same time, many consumers see AI as part of the solution to fraud. About 65% believe AI has made scams easier to recognize today and 87% expect AI to play a critical role in protecting consumers from fraud in the future.
Social commerce is now mainstream in Pakistan, with 82% having purchased products directly through social media. As commerce shifts across channels, fraud follows: 55% of respondents experienced a financial scam in the past 12 months and, among those, 44% said the incident took place on social media rather than on websites or shopping apps.
There is growing concern about how children encounter scams online. A strong majority (77%) say children struggle to recognize scams, 33% have witnessed a child fall victim while gaming or shopping online, and 44% of Pakistani parents report their children can access mobile payment apps or digital wallets.
Consumers expect institutions to take the lead on fraud protection: 49% point to payment providers and online marketplaces as primarily responsible, 36% to government authorities or regulators, and 31% to banks. Only 13% believe consumers should bear primary responsibility.
Many Pakistanis also want more proactive safeguards: 51% would feel more secure receiving real-time alerts from their bank or payment app when something looks suspicious, and 33% would be reassured by seeing a familiar, trusted logo at checkout.
“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. At the same time, the findings highlight a clear and consistent priority across our markets: trust,” said Leila Serhan, Senior Vice President and Group Country Manager, North Africa, Levant and Pakistan at Visa. She noted the importance of partnerships and secure-by-design innovation to build consumer confidence in agentic, AI-driven commerce.
The Stay Secure study was commissioned by Visa and conducted by Wakefield Research from January to February 2026. It surveyed 5,800 adults across 17 CEMEA markets, including Pakistan, and reflects consumer perceptions at the time of research.
