81% believe AI will play a critical role in protecting consumers from fraud in the future, but only 16% today trust AI agents to complete checkout.
81% have purchased directly through social commerce, while 48% of consumers who experienced scams report it happened on social media.
82% are concerned children struggle to recognize scams, and 64% have seen a child fall victim while gaming or shopping online.
Only 7% believe consumers should be primarily responsible for protection against fraud when shopping online. Separately, 63% say alerts when something looks suspicious would help them feel more secure paying online.
Visa, a world leader in digital payments, released the annual Stay Secure study in Jordan, which assesses consumer awareness and behaviors 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
Consumers are embracing artificial intelligence as part of their shopping journeys. 80% in Jordan have used AI tools to assist with shopping, including comparing prices (48%), finding gift ideas (54%), and checking reviews or product ratings (41%).
The appeal is clear: 94% feel new technologies, including AI-powered tools, are making online shopping faster and easier than before. AI is also influencing discovery, with 53% 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 16% 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. 55% feel AI has made scams easier to recognize today and 81% believe AI will play a critical role in protecting consumers from fraud in the future.
Social Commerce is Growing but so are Scam Risks
Shopping through social platforms has become mainstream, with 81% of consumers in Jordan having purchased products directly through social media platforms. As commerce expands across new channels, fraud risks continue to follow consumers online. 37% have experienced a financial scam in the past 12 months. Among those who have experienced a scam, 48% report the incident occurred on social media, more than those who encounter scams on other platforms such as websites, online marketplaces, or shopping apps.
Children are Increasingly Exposed to Scams While Shopping and Gaming Online
The study also highlights growing concern around how children encounter scams online, with 82% of consumers reporting that children in their lives struggle to recognize scams. A significant 64% have seen a child fall victim to a scam while gaming or shopping online.
That concern comes as children gain greater access to digital commerce. 19% of Jordanian parents have 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. 53% believe government authorities or regulators should be primarily responsible, followed by banks or financial institutions (43%) and payment providers (28%). Only 7% believe consumers themselves should hold primary responsibility.
They also want more proactive reassurance. 63% would feel secure receiving real-time alerts from their bank or payment app when something looks suspicious, while 38% would feel more comfortable seeing a familiar, trusted logo at checkout.
“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,” said Leila Serhan, Senior Vice President and Group Country Manager of North Africa, Levant & Pakistan Region at Visa.
She continued, “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. With Visa Intelligent Commerce, we are helping enable the next era of commerce built on trust, control and confidence.”