Survey Says 91% Of Egyptians Use AI To Shop  

Visa today released the annual Stay Secure study in Egypt. The survey assesses consumer awareness and behaviours around digital commerce and fraud. This year’s edition, conducted by Wakefield Research, highlights how AI‑enabled shopping and social commerce are changing consumer behavior even as expectations around trust and protection remain firmly in place.

Consumers Embrace AI-Assisted Shopping

The study revealed that consumers are embracing AI as part of their shopping journeys. 91 per cent in Egypt have used AI tools to assist with shopping, including comparing prices cited by 75 per cent, finding gift ideas cited by 65 per cent, and checking reviews or product ratings cited by 65 per cent.

The appeal is clear: 97 per cent feel new technologies, including AI-powered tools, are making online shopping faster and easier than before. AI is also influencing discovery, with 71 per cent typically discovering new brands or retailers while shopping online.

However, consumers remain more cautious when it comes to AI handling transactions on their behalf. Today, only 38 per cent would trust AI agents to complete checkout, reinforcing the importance of earning consumer trust in the age of agentic commerce.

As AI adoption grows, consumers increasingly view the technology as part of the solution to fraud. 63 per cent feel AI has made scams easier to recognise now, and 88 per cent believe AI will play a critical role in protecting consumers from fraud in the future.

Leila Serhan, Senior Vice President & Group Country Manager in North Africa, Levant and Pakistan at Visa, commented. “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.”

Social Commerce Is Growing But So Are Scam Risks

Shopping through social platforms has become mainstream, with 85 per cent of consumers in Egypt having purchased products directly through social media platforms. As commerce expands across new channels, fraud risks continue to follow consumers online. 36 per cent have experienced a financial scam in the past 12 months. Among those who have experienced a scam, 46 per cent report the incident occurred on social media, more than those who encounter scams on other platforms such as websites, online marketplaces, or shopping apps.

The study also highlights growing concern around how children encounter scams online, with 91 per cent of consumers reporting that children in their lives struggle to recognise scams. A significant 61 per cent have seen a child fall victim to a scam while gaming or shopping online. That concern arrives as children gain greater access to digital commerce. 35 per cent of parents report having children who can access mobile payment apps or digital wallets.

Consumers Expect Institutions To Lead On Fraud Protection

When it comes to protecting against fraud while shopping online, consumers look first to institutions rather than themselves. 47 per cent believe government authorities or regulators should be primarily responsible, followed by banks or financial institutions (43 per cent) and payment providers (28 per cent). Only 13 per cent believe consumers themselves should hold primary responsibility. They also want more proactive reassurance. 64 per cent would feel secure receiving real-time alerts from their bank or payment app when something looks suspicious, while 44 per cent would feel more comfortable seeing a familiar, trusted logo at checkout.

Serhan said that “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. We are helping enable the next era of commerce built on trust, control and confidence.”