While the usage of artificial intelligence (AI) is fast gaining momentum in Nigeria, major deployment has been found among shoppers.

This new revelation was made by global digital payment firm, Visa, in its yearly released Stay Secure study in Nigeria, which assesses consumer awareness and behaviours around digital commerce and fraud.

This year’s edition, conducted by Wakefield Research, highlighted how AI-enabled shopping and social commerce are changing consumer behaviour even as expectations around trust and protection remain firmly in place.

Visa revealed that consumers are embracing artificial intelligence as part of their shopping journeys. About 88 per cent in Nigeria have used AI tools to assist with shopping.

The report noted that the appeal is clear, as 97 per cent feel new technologies, including AI-powered tools, are making online shopping faster and easier than before. AI is also influencing discovery, with 68 per cent typically discovering new brands or retailers while shopping online.

However, consumers remain more cautious when it comes to AI handling transactions on their behalf. Today, only 34 per cent would trust AI agents to complete checkout, reinforcing the importance of earning consumer trust.

Visa observed that as AI adoption grows, consumers increasingly view the technology as part of the solution to fraud. It said 76 per cent feel AI has made scams easier to recognise today, while 89 per cent believe AI will play a critical role in protecting consumers from fraud in the future.

Further, the report noted that shopping through social platforms has become mainstream, with 83 per cent of consumers in Nigeria having purchased products directly through social media platforms.

As commerce expands across new channels, fraud risks continue to follow consumers online. The report said 51 per cent have experienced a financial scam in the past 12 months.

Among those who have experienced a scam, 57 per cent report the incident occurred on social media, more than those who encounter scams on other platforms such as websites, online marketplaces, or shopping apps.

The study also highlighted growing concern about how children encounter scams online, with 76 per cent of consumers reporting that children in their lives struggle to recognise scams.

A significant 62 per cent 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. It said 33 per cent of Nigerian parents have children who can access mobile payment apps or digital wallets.

Visa noted that when it comes to protecting against fraud while shopping online, consumers look first to institutions rather than themselves. It noted that 49 per cent believe banks or financial institutions should be primarily responsible, followed by government authorities or regulators, 35 per cent and payment providers (30 per cent).

Head of Risk, Sub-region, Visa, 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.

“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.”