Artificial intelligence is becoming an increasingly important part of the shopping journey for Nigerian consumers, with 88% reporting that they have used AI-powered tools to assist with purchases, according to a new study commissioned by Visa.
The findings, published in Visa’s 2026 Stay Secure study and conducted by Wakefield Research, offer fresh insight into how emerging technologies are reshaping consumer behaviour across digital commerce while highlighting ongoing concerns around trust and online fraud.
According to the report, Nigerian consumers are actively using AI tools for a range of shopping-related activities, including checking product reviews and ratings (56%), comparing prices (54%), and generating gift ideas (53%).
The growing adoption of AI is being driven largely by convenience. Nearly all respondents (97%) said technologies such as AI-powered shopping tools are making online shopping faster and easier. The study also found that 68% of consumers typically discover new brands or retailers while shopping online, underscoring AI’s growing influence on product discovery and purchasing decisions.
Despite this enthusiasm, consumers remain reluctant to hand over full control of transactions to artificial intelligence. Only 34% of respondents said they would trust AI agents to complete purchases on their behalf, suggesting that confidence in automated checkout systems remains limited.
The findings point to a widening gap between the acceptance of AI as a shopping assistant and trust in AI as an autonomous decision-maker, a challenge that could shape the future of agentic commerce.
Consumers, however, increasingly view artificial intelligence as a tool for strengthening online security. The study found that 76% believe AI has already made scams easier to identify, while 89% expect the technology to play a significant role in protecting consumers from fraud in the years ahead.
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The report also highlights the rapid expansion of social commerce in Nigeria. More than eight in ten respondents (83%) said they had purchased products directly through social media platforms, reflecting the growing convergence of social networking and online retail.
However, the rise of social commerce has been accompanied by increased exposure to fraud. More than half of respondents (51%) reported experiencing a financial scam within the previous 12 months.
Among those affected, 57% said the incident occurred on social media platforms, making social media the leading source of reported scams compared with websites, online marketplaces, and shopping applications.
The study further raised concerns about children’s vulnerability online. About 76% of respondents said children in their lives struggle to recognise online scams, while 62% reported that a child they know had fallen victim to a scam while gaming or shopping online.
As access to digital payment tools grows, the report found that one in three Nigerian parents (33%) have children who can access mobile payment applications or digital wallets.
Consumers also indicated that they expect institutions to take primary responsibility for protecting users against fraud. Nearly half of respondents (49%) identified banks and financial institutions as the most responsible parties, while 35% pointed to government regulators and 30% cited payment providers.
Only 7% said consumers themselves should bear primary responsibility for fraud prevention. The findings also revealed strong demand for proactive security measures.
About 64% of respondents said they would feel more secure making online payments if they received real-time alerts whenever suspicious activity was detected. Additionally, 39% said seeing a familiar and trusted payment logo during checkout would boost their confidence.
Commenting on the findings, Irene Auma, Head of Risk, Sub-region at Visa, said the growth of digital commerce requires stronger collaboration among financial institutions, governments, and payment providers to combat evolving fraud threats.
“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,” she said.
Auma added that while consumers are embracing the convenience offered by AI-powered shopping experiences, many remain cautious about allowing artificial intelligence to complete purchases independently.
“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.
The Stay Secure study was conducted between January and February 2026 and surveyed 5,800 adults aged 18 and above across 17 markets in Central and Eastern Europe, the Middle East, and Africa, including Nigeria.
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