Visa has unveiled findings from its State of Digital Commerce in Asia Pacific study, highlighting that whilst 74% of consumers in the region use AI for shopping, concerns about security and transparency remain significant barriers at checkout. Conducted by YouGov, the survey involved 14,764 consumers across 14 markets, revealing that trust and secure authentication are crucial for AI-powered commerce to scale effectively.
The study indicates that affluent and digitally savvy consumers exhibit higher caution towards AI-enabled shopping, with 39% of affluent households expressing concerns about data usage compared to 29% of lower-income groups. This caution is also evident in digital-first markets such as Australia, New Zealand, and Singapore, where consumers demand greater transparency and control over AI recommendations.
AI is primarily used for product discovery, but trust issues arise when transactions become personal. Nearly half of the respondents (45%) indicated they would be more open to AI-driven commerce if payment security assurances were stronger. T.R. Ramachandran, Head of Products & Solutions, Asia Pacific at Visa, stated, “Consumers want to understand how their data is being used and feel confident that every transaction is secure.”
Emerging markets like India and Vietnam show a higher openness to AI-driven commerce, with 42% of consumers in each market willing to use AI for online purchases. In contrast, digitally mature economies such as Singapore, Japan, and New Zealand display greater reservation, highlighting the need for improved payment security to foster adoption.
Visa’s study underscores the importance of building trusted frameworks in AI-driven commerce, with solutions like Tokenisation and Visa Payment Passkeys aiming to provide seamless and secure shopping experiences. As AI becomes more integrated into everyday commerce, ensuring consumer trust and secure authentication will be pivotal for its widespread adoption.
