• 82% of consumers in Pakistan have used AI to assist with shopping, while 93% say AI-powered tools make online shopping faster and easier.
• 87% believe AI will play an important role in protecting consumers from fraud in the future, but only 42% currently trust AI agents to complete checkout.
• 82% have purchased directly through social commerce, while 44% of consumers who experienced scams report that the incident occurred on social media.
• 77% are concerned that children struggle to recognize scams, and 33% report having seen a child fall victim to scams while gaming or shopping online.

Karachi, Pakistan, 9 June 2026 – A new study on digital commerce and fraud trends in Pakistan examines consumer awareness, behavior, and concerns related to AI-assisted shopping and online transactions. The research was conducted by Wakefield Research.

Consumers use AI in shopping journeys
A large share of consumers are using artificial intelligence during shopping activities. 82% report using AI tools to assist with tasks such as comparing prices (56%), finding gift ideas (47%), and checking product reviews or ratings (53%).

Most respondents (93%) believe digital tools, including AI, make online shopping faster and easier than before. AI is also influencing product discovery, with 55% saying they often discover new brands or retailers online.

Despite this, confidence remains limited when AI is involved in completing purchases. Only 42% say they would trust AI agents to complete checkout without human involvement.

Around 65% of respondents believe AI has made scams easier to identify, while 87% expect AI to play an important role in future fraud prevention.

Growth of social commerce and associated risks
Social media platforms are widely used for shopping, with 82% of respondents reporting purchases through social commerce.

At the same time, fraud exposure remains a concern. 55% say they have experienced a financial scam in the past 12 months. Among those affected, 44% report that the scam occurred on social media, higher than other channels such as websites, online marketplaces, or shopping apps.

Concerns about children’s exposure to scams online
The study highlights concerns about children’s ability to recognize online scams. 77% of respondents say children struggle to identify fraudulent activity online, while 33% report witnessing a child fall victim to scams during gaming or online shopping.

44% of parents in Pakistan say their children have access to mobile payment apps or digital wallets.

Expectations around fraud protection
Respondents believe responsibility for fraud prevention lies primarily with payment providers and online marketplaces (49%), followed by government regulators (36%) and financial institutions (31%). Only 13% believe consumers themselves should be primarily responsible.

Preventive measures considered useful include real-time alerts from banks or payment apps when suspicious activity is detected (51%), and recognition of trusted payment or platform logos at checkout (33%).

A senior representative of a global payments company said that consumers in Pakistan are increasingly adopting digital commerce, including AI-driven tools and social platforms, while still prioritizing trust, security, and control in online transactions. The study notes that consumers are open to AI-assisted shopping but remain cautious about allowing AI to complete purchases independently.

This is based on a recent report by Visa.