A recent Visa study indicates that a significant 88% of consumers in Nigeria have embraced artificial intelligence to aid their shopping experiences. These AI tools are being used for various tasks, such as comparing prices (54%), discovering gift ideas (53%), and evaluating product reviews (56%).
The convenience offered by AI is widely recognized, with 97% of Nigerian consumers reporting that AI-powered tools enhance the speed and ease of online shopping. Furthermore, AI is influencing product discovery, as 68% of consumers report finding new brands or retailers through online shopping.
Despite the widespread adoption for assistance, consumer trust in AI agents to finalize purchases remains low. Currently, only 34% of consumers would entrust AI to complete their checkout process, emphasizing the ongoing need to build confidence in agentic commerce.
The study also highlights the growing prevalence of social commerce, with 83% of Nigerian consumers having made purchases directly through social media platforms. However, this channel also presents risks, as 57% of consumers who have experienced scams reported that the incidents occurred on social media.
Concerns are also rising regarding children's vulnerability to online scams. 76% of consumers believe children struggle to identify scams, and 62% have witnessed a child falling victim to a scam while gaming or shopping online. This is particularly relevant as 33% of Nigerian parents report their children can access mobile payment apps or digital wallets.
When it comes to fraud protection, consumers largely expect institutions to lead the charge. 49% believe banks or financial institutions should bear primary responsibility, followed by government authorities (35%) and payment providers (30%). Only 7% feel consumers themselves should be primarily responsible.
Proactive security measures are highly valued, with 64% of consumers feeling more secure if they receive real-time alerts for suspicious activity. Additionally, 39% would feel more comfortable seeing familiar, trusted logos at checkout.
Irene Auma, Head of Risk for Visa in the region, stated, “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.”
The Visa Stay Secure Study 2026 surveyed 5,800 adults across 17 CEMEA markets, including Nigeria, between January and February 2026.
