South African consumers are embracing AI tools for shopping at a rapid pace, but remain cautious about handing AI agents the keys to checkout — according to Visa’s latest Stay Secure study conducted by Wakefield Research.
The study found that 77% of consumers in South Africa have used AI tools to assist with shopping, including comparing prices (66%), checking reviews or product ratings (60%) and finding gift ideas (52%). The appeal is clear: 92% feel new technologies, including AI-powered tools, are making online shopping faster and easier than before. AI is also influencing discovery, with 73% typically discovering new brands or retailers while shopping online.
However, consumers remain more guarded when it comes to AI handling transactions on their behalf. Only 23% would currently trust AI agents to complete checkout — reinforcing the importance of earning consumer trust in the age of agentic commerce. As AI adoption grows, consumers increasingly view the technology as part of the solution to fraud rather than only a risk. Some 44% feel AI has made scams easier to recognize today, and 72% believe AI will play a critical role in protecting consumers from fraud in the future.
Social commerce has become mainstream, with 60% of South African consumers having purchased products directly through social media platforms. As commerce expands across new channels, fraud risks continue to follow consumers online. The study found that 37% have experienced a financial scam in the past 12 months — and among those who have, 53% report that the incident occurred on social media, more than those who encountered scams on websites, online marketplaces or shopping apps.
The study also highlights growing concern about how children encounter scams online. Some 73% of consumers reported that children in their lives struggle to recognize scams, and 52% have seen a child fall victim to a scam while gaming or shopping online. The concern comes as children gain greater access to digital commerce, with 19% of South African parents having children who can access mobile payment apps or digital wallets.
When it comes to fraud protection while shopping online, consumers look first to institutions rather than themselves. 52% believe banks or financial institutions should be primarily responsible, followed by payment providers (35%) and retailers or online stores (28%). Only 13% believe consumers themselves should hold primary responsibility. Shoppers also want more proactive reassurance — 76% would feel secure receiving real-time alerts from their bank or payment app when something looks suspicious, while 33% would feel more comfortable seeing a familiar, trusted logo at checkout.
“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,” said Irene Auma, regional head of fraud risk management for sub-Saharan Africa at Visa.
“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,” she added. “With Visa Intelligent Commerce, we are helping enable the next era of commerce built on trust, control and confidence.”
