South Africa’s digital commerce landscape is rapidly evolving as a new study by Visa reveals that 77 percent of consumers now use artificial intelligence tools to support their shopping decisions, even as trust remains a major barrier at the point of checkout in 2026. The findings, based on research conducted with Wakefield Research, highlight a shift toward AI-assisted shopping, social commerce growth, and heightened consumer awareness of online fraud risks.
The report shows that AI is now widely used for practical shopping support, with most consumers relying on it to compare prices, review product feedback, and generate gift ideas. A significant majority also believe digital tools have made online shopping faster and more convenient, while many users say AI helps them discover new brands and retailers during browsing. However, confidence drops sharply when it comes to allowing AI systems to complete purchases automatically, reflecting ongoing concerns around transaction security and control.
According to Brandspur Marketing & Media, the findings underline a widening gap between consumer adoption of AI-driven discovery tools and reluctance to fully delegate financial decisions to automated systems, particularly in emerging digital markets where fraud exposure remains high.
The study further shows that social commerce has become mainstream in South Africa, with a majority of consumers having purchased goods directly through social media platforms. Despite this growth, scam exposure remains a serious concern, with a notable share of respondents reporting recent experiences of financial fraud, particularly on social networks where deceptive adverts and fake sellers are more prevalent.
Children’s exposure to online scams is also emerging as a growing issue, with many parents reporting that younger users struggle to identify fraudulent activity while gaming or shopping online. A sizeable portion of households also indicate that children now have access to digital wallets or mobile payment tools, increasing the need for stronger safeguards and parental oversight.
Consumers increasingly expect financial institutions, payment providers, and retailers to take primary responsibility for fraud prevention, rather than relying on individual vigilance alone. Most respondents say they would feel more secure with real-time transaction alerts and familiar trust signals at checkout, reinforcing demand for stronger authentication and visible security indicators across digital payment platforms.
