Visa releases its annual Stay Secure survey in Kenya, highlighting how artificial intelligence and social commerce are reshaping digital shopping behavior amid growing concerns about fraud and trust.
According to a study conducted by Wakefield Research, 89% of Kenyan consumers have used AI tools while shopping, primarily for price comparisons, gift discovery, and product reviews.
The survey shows strong optimism about AI, with 91% of respondents saying the technology has made online shopping faster and more convenient. AI is also increasingly influencing discovery, with 61% saying they discovered a new brand or retailer while shopping online.
Despite this, consumer trust is declining when it comes to automated transactions, with only 29% willing to trust an AI agent to complete the checkout process.
Perceptions of AI in fraud prevention are more positive, with 44% saying AI has improved fraud detection and 82% expecting AI to play a key role in future online protection.
The report also highlights the rapid growth of social commerce, with 85% of consumers making purchases via social media platforms. However, the number of fraud incidents remains high, with 37% reporting financial fraud in the past 12 months, most of which occurred on social platforms.
Additionally, the survey highlights growing concerns about children’s online safety, with 81% of respondents saying their children struggle to recognize scams, and 62% noting that they have observed their children falling victim to a scam while gaming or shopping online.
This concern is exacerbated as children are increasingly exposed to digital commerce, with 37% of Kenyan parents reporting that their children have access to mobile payment apps and digital wallets.
Consumers also expect financial institutions to take the lead in the fight against online fraud. Almost half (48%) say government authorities and regulators should be primarily responsible, followed by payment providers at 36% and banks and financial institutions at 29%. Only 12% think consumers themselves should be primarily responsible.
However, there is a strong need for more proactive protection measures. About 67% of respondents said they would feel more secure if they received real-time fraud alerts from their bank or payment app, and 30% said having a familiar and trusted checkout logo would make them feel more confident.
Visa’s Stay Secure research shows that while online shopping and social commerce continue to grow, fraud is also becoming more sophisticated.
“Visa’s Stay Secure research shows that while online shopping and social commerce continue to grow, fraud and fraud are also evolving. Consumers view fraud protection as a shared responsibility, but expect financial institutions, governments and payment providers to take the lead, underscoring the importance of payment systems that are designed with security in mind,” said Eileen Auma, Visa’s Head of Risk for Sub-Saharan Africa.
“As commerce moves towards more agentic, AI-powered experiences, this research shows that consumers are embracing the convenience that AI brings to shopping, but remain wary of 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,” she added.
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