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    A tangled ball of colorful cables sits on a light background. Text reads "Insights by Visa: Stay Secure 2026." A tangled ball of colorful cables sits on a light background. Text reads "Insights by Visa: Stay Secure 2026."

Consumers use AI to shop, but trust is key at checkout

The annual Stay Secure study assesses consumer awareness and behavior around digital commerce and fraud across Central Europe, the Middle East, and Africa. This year's edition, conducted by Wakefield Research, highlights how AI-enabled shopping and social commerce are changing consumer behavior as expectations around trust and protection remain firmly in place.

Key Findings

Consumers embrace AI-assisted shopping
 

A blue hand pointing interacts with a pixelated cursor arrow on a light peach background.

83% have used AI tools to assist with shopping, but only 27% would trust AI to complete checkout or payment on their behalf.

Social commerce is growing, but so are scam risks
 

Three hands holding smartphones, surrounded by digital thumbs-up and heart icons, convey a theme of online interaction and engagement.

41% have experienced a financial scam in the past 12 months. Among those who experienced a scam, 50% say it occurred on social media.

Children are increasingly exposed to scams while shopping and gaming online

A blue mannequin in a sleeveless dress next to a smartphone displaying an online shopping app featuring a similar dress priced at $50.

62% have seen a child fall victim to a scam while gaming or shopping online.

Consumers look to financial institutions for protection 
 

A hand holds a blue umbrella against a backdrop of binary code, symbolizing digital protection.

40% look to banks or financial institutions to help protect them from fraud.

Insights by Visa Stay Secure 2026

5,800 adults in 17 markets across Central Europe (Kazakhstan, Serbia, Ukraine), the Middle East (United Arab Emirates, Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, Jordan, Pakistan) & Africa (Egypt, Morocco, Kenya, Côte d'Ivoire, Nigeria, South Africa) 

  • Research was commissioned by Visa and conducted through a survey of 5,800 adults aged 18 years and older across 17 CEMEA (Central Europe, Middle East, and Africa) markets from January to February 2026 by Wakefield Research.
  • This material is provided "AS IS" and is intended for informational purposes only. It should not be relied upon for operational, marketing, legal, technical, tax, financial, or other advice.
  • Visa does not guarantee the completeness or accuracy of the information and is not responsible for losses or damages that may result from relying on it.
  • The information is not intended as investment or legal advice.
  • Readers are encouraged to seek advice from a qualified professional when such advice is needed.