Visa: AI Shopping in Nigeria Rises, but Consumers Express Trust Concerns

Emma Okonji

Visa, a global leader in digital payments, released its annual “Stay Secure” study in Nigeria, which examined consumer awareness and behaviors related to digital commerce and fraud.

This year’s edition, conducted by Wakefield Research, focused on how AI‑enabled shopping and social commerce are reshaping Nigerian consumer habits while trust and protection expectations remain strong.

The study found that 88 % of Nigerian shoppers use AI tools during their shopping journeys. AI is most commonly used for price comparison (54 %), finding gift ideas (53 %) and checking reviews or product ratings (56 %).

“97 % feel that new technologies, including AI‑powered tools, make online shopping faster and easier than before. AI also influences discovery, with 68 % typically discovering new brands or retailers while shopping online,” the report states. “However, consumers are more cautious about AI handling transactions on their behalf. Today, only 34 % would trust AI agents to complete checkout, underscoring the need to earn consumer trust in the age of agentic commerce.”

As AI adoption rises, consumers increasingly view the technology as part of the solution to fraud. The report notes that 76 % believe AI has made scams easier to recognize today, and 89 % think AI will play a critical role in protecting consumers from fraud in the future.

The study also highlighted the growth of social commerce and its associated scam risks. Seventy‑three percent of Nigerian consumers have purchased products directly through social media platforms. “As commerce expands across new channels, fraud risks continue to follow consumers online. Fifty‑one percent have experienced a financial scam in the past 12 months. Among those who have experienced a scam, 57 % report the incident occurred on social media, more than on other platforms such as websites, online marketplaces, or shopping apps,” the report says.

The study raised concerns about children’s vulnerability to online scams. Seventy‑six percent of consumers reported that children in their lives struggle to recognize scams, and 62 % have seen a child fall victim to a scam while gaming or shopping online. Thirty‑three percent of Nigerian parents have children who can access mobile payment apps or digital wallets.

Analyzing the report, Visa’s Head of Risk, Sub‑region, Irene Auma said: “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.”

She added, “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. With Visa Intelligent Commerce, we are helping enable the next era of commerce built on trust, control and confidence.”