A new study on digital commerce and fraud trends in Pakistan examines consumer awareness, behavior, and concerns related to AI-assisted shopping and online transactions. It finds that over 90 percent Pakistanis use AI for shopping, but few trust it.
A large share of consumers are using artificial intelligence during shopping activities. 82 percent report using AI tools to assist with tasks such as comparing prices (56 percent), finding gift ideas (47 percent), and checking product reviews or ratings (53 percent).
Most respondents (93 percent) believe digital tools, including AI, make online shopping faster and easier than before. AI is also influencing product discovery, with 55 percent saying they often discover new brands or retailers online.
Despite this, confidence remains limited when AI is involved in completing purchases. Only 42 percent say they would trust AI agents to complete checkout without human involvement.
Around 65 percent of respondents believe AI has made scams easier to identify, while 87 percent expect AI to play an important role in future fraud prevention.
Social media platforms are widely used for shopping, with 82 percent of respondents reporting purchases through social commerce.
At the same time, fraud exposure remains a concern. 55 percent say they have experienced a financial scam in the past 12 months. Among those affected, 44 percent report that the scam occurred on social media, higher than other channels such as websites, online marketplaces, or shopping apps.
Concerns about children’s exposure to scams online
The study highlights concerns about children’s ability to recognize online scams. 77 percent of respondents say children struggle to identify fraudulent activity online, while 33 percent report witnessing a child fall victim to scams during gaming or online shopping.
44 percent of parents in Pakistan say their children have access to mobile payment apps or digital wallets.
Respondents believe responsibility for fraud prevention lies primarily with payment providers and online marketplaces (49 percent), followed by government regulators (36 percent) and financial institutions (31 percent). Only 13 percent believe consumers themselves should be primarily responsible.
Preventive measures considered useful include real-time alerts from banks or payment apps when suspicious activity is detected (51 percent), and recognition of trusted payment or platform logos at checkout (33 percent).
A senior representative of a global payments company said that consumers in Pakistan are increasingly adopting digital commerce, including AI-driven tools and social platforms, while still prioritizing trust, security, and control in online transactions.
The study notes that consumers are open to AI-assisted shopping but remain cautious about allowing AI to complete purchases independently.
This is based on a recent report by Visa.