Nigerians are shopping with AI more than almost anyone would expect. But when it comes to letting AI actually spend their money, most still want to keep control.
That is the key finding from Visa’s latest Stay Secure study, which looked at how Nigerian consumers use AI while shopping online and how they feel about fraud and scams. The report was conducted by Wakefield Research and focuses on digital commerce behaviour and trust.
AI Has Quietly Taken Over Online Shopping
According to the report, 88 percent of Nigerian shoppers have used AI tools to help with shopping in some way. That is a huge number, showing just how deeply AI tools have already worked their way into everyday online shopping habits.
The appeal is easy to understand. The report found that 97 percent of people feel AI-powered tools are making online shopping faster and easier than before. AI is also helping people discover new brands, with 68 percent saying they typically find new retailers or brands while shopping online with AI assistance.
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Here is where things change. Even though Nigerians are happy to use AI for browsing and discovering products, they are far more careful when AI gets close to their wallet. Only 34 percent of people said they would trust AI agents to complete a checkout on their behalf.
This gap shows a clear pattern. People like AI as a helper, but they are not yet ready to hand over full control of their spending to a machine.
AI Is Also Becoming a Fraud Fighter
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Interestingly, many Nigerians now see AI as part of the solution to online scams, not just a shopping tool. The report found that 76 percent of people feel AI has made it easier to recognise scams today.
Looking ahead, 89 percent of respondents believe AI will play a major role in protecting people from fraud in the future. This shows a kind of trust gap. People trust AI to help spot danger, but not yet to handle their money directly.
Shopping Through Social Media Is Now Normal
The report also looked at how people are buying things these days, and social media has become a major shopping channel. About 83 percent of Nigerian consumers have purchased products directly through social media platforms.
This comes with a downside. Scams are following shoppers onto these same platforms. The study found that 51 percent of people have experienced a financial scam in the past 12 months, and among those who were scammed, 57 percent said it happened on social media. That is a higher rate than scams happening on websites, online marketplaces, or shopping apps.
Parents Are Worried About Their Kids
One of the more concerning parts of the report is about children. About 76 percent of people said children in their lives struggle to recognise online scams.
Even more worrying, 62 percent of people said they have personally seen a child fall victim to a scam while gaming or shopping online. This is becoming a bigger issue as more children gain access to digital payments. The report found that 33 percent of Nigerian parents have children who can access mobile payment apps or digital wallets.
When asked who should be responsible for protecting shoppers from fraud, Nigerians did not point to themselves first. About 49 percent said banks or financial institutions should carry the main responsibility. Government authorities and regulators followed at 35 percent, while payment providers came in at 30 percent.
Irene Auma, Visa’s Head of Risk for the sub-region, said the Stay Secure study shows that even as online shopping and social commerce keep growing, scams and fraud are changing too. She said consumers see fraud protection as something everyone shares responsibility for, but they still expect banks, governments, and payment providers to take the lead. She added that as commerce moves toward more AI-powered experiences, people are embracing the convenience AI brings, while staying cautious about letting AI complete purchases for them.
For now, Nigerian shoppers seem to have drawn a clear line. AI can help them shop, discover new products, and even spot a scam before it happens. But when it is time to actually pay, most Nigerians still want their own hands on the button.
