Summary The study found that 82 percent of Pakistani consumers have made purchases through social media platforms
CALIFORNIA (Dunya News) - Global digital payments company Visa’s annual ‘Stay Secure 2026’ study revealed that 82pc of consumers in Pakistan are using artificial intelligence (AI) to get assistance for shopping.
According to the report, 93 percent say AI has made online shopping faster and easier, with consumers using AI tools to compare prices, get product reviews, and get gift ideas.
However, trust at the checkout stage is still a significant issue, with only 42% of consumers willing to complete checkout through AI agents.
The study found that 82 percent of Pakistani consumers have made purchases through social media platforms, but fraud incidents are also on the rise.
Over the past year, 55 percent of consumers have fallen victim to some form of financial fraud, of which 44 percent occurred on social media.
The report states that 87% of consumers believe that AI will play an important role in fraud protection in the future, while 65% believe that AI has made it easier to detect fraud.
Similarly, concerns were raised regarding children's online safety, with 77% of consumers saying that children face difficulties in identifying fraud, while 33% have seen children being victimized by fraud while gaming or shopping online.
On the other hand, Visa Senior Vice President and Group Country Manager for North Africa, Levant and Pakistan, Leila Sarhan, said that AI and social commerce are changing the way consumers shop, but ensuring trust, security and consumer control is essential for the growth of digital commerce.
The report also revealed that this study was conducted by Wakefield Research during January and February 2026, which included the opinions of 5,800 people from 17 countries, including Pakistan.
