- Results from the ‘State of Digital Commerce in Asia Pacific’ survey, commissioned by Visa and conducted by YouGov and surveyed 14,764 consumers across 14 markets.
Singapore, February 10, 2026 /PRNewswire/ — Visa, the global leader in digital payments, today released new research on the state of digital commerce in Asia-Pacific, revealing that while consumers are increasingly using AI to shop, concerns about security and transparency are creating hesitation at critical checkout moments.
As Asia-Pacific rapidly moves towards digital commerce and mobile-first shopping, research shows that consumers are drawing a clear line between using AI to help them browse and trusting the same technology to handle their money and personal data. Using AI to drive discovery and provide clarity on how to process payments securely is critical to helping consumers feel confident using technology to shop and pay.
“The way people shop is rapidly changing, and AI will play an increasing role in how consumers discover and choose products,” he said. TR Ramachandran, Head of Products and Solutions, Visa Asia Pacific. “But as AI becomes part of the checkout experience, trust and control will become even more important. Consumers want to understand how their data is being used and be confident that every transaction is secure. Building that trust will determine whether AI-powered commerce can truly scale.”
Wealthy and digitally savvy consumers show higher levels of wariness about AI-powered shopping
Consumers in Asia Pacific are increasingly relying on AI in the early stages of shopping, with 74% using AI-powered tools to discover, track, or learn about products. However, 26% are still unsure whether AI recommendations are fully in their best interests, indicating they want more transparency and user control when shopping with AI.
The study also found that this wariness was more pronounced among wealthier households.[1]Here, 39% express higher expectations for how their data is used, compared to 29% of lower income groups. Digital-first markets such as Australia (38%), New Zealand (37%) and Singapore (34%) are also showing above-average vigilance.
These findings highlight the need for a trusted framework in AI-driven commerce. In this space, Visa enables businesses to connect consumers, AI agents, and merchants through a secure and scalable trust layer supported by Visa Intelligent Commerce and Trusted Agent Protocol.
AI drives discovery, but trust drives purchase
Consumers are used to using AI to compare prices and better understand product features, but this sense of trust is diminishing as transactions become more personal. The study found that 32% of consumers remain reluctant to share personal or payment information with AI systems, and nearly half (45%) say they would be more open to AI-powered commerce and agent commerce if they had better guarantees about payment security.
These findings highlight that while AI can successfully drive discovery, secure authentication and trusted payment experiences are essential to turning interest into action and unlocking the entire AI-enabled commerce lifecycle.
“Consumers are ready for AI to play a more active role in shopping, and agent commerce has already begun to expand beyond concept into everyday life,” it added. TR Ramachandran. “To accelerate this change, we must deploy reliable and secure authentication. With solutions like tokenization and Visa Payment Passkey, Visa is delivering the seamless, secure experience our customers need, and as AI becomes a more natural part of everyday commerce, we can help people shop with more confidence.”
Emerging markets show greater openness to AI-driven commerce
Openness to agent commerce varies across Asia Pacific, making it clear that digital maturity does not automatically translate to trust. India and Vietnam lead the way in this region, with 42% of consumers in each market willing to use AI for online purchases, demonstrating a strong desire to try new ways to shop.
In contrast, consumers in digitally mature economies are more resistant to AI-enabled online shopping, with 14% expressing interest in Singapore, 14% in Japan, and 16% in New Zealand. This hesitancy reflects increased expectations for data protection, security, and personal control before accepting commercial transactions on behalf of others. The study also found that improved payment security is the strongest enabler for increased adoption in these markets, reinforcing the need for a secure and trusted agent ecosystem.
About the 2025 Survey on the State of Digital Commerce in Asia Pacific
The State of Digital Commerce in Asia Pacific 2025 study was conducted by YouGov in September 2025. The study surveyed 14,764 consumers aged 18 and older across 14 markets in Asia Pacific.
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[1] In this study, “wealthy households” refer to respondents with a monthly household income of USD 8,000 or more. |
About visa
Visa (NYSE: V) is a global leader in digital payments, facilitating transactions between consumers, merchants, financial institutions, and government agencies across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that an inclusive economy uplifts everyone, everywhere, and that access is the foundation of the future of financial mobility. Visit Visa.com for more information.
SOURCE Visa Worldwide Pte. Limited
