Navigating the Trust Gap: Egyptians Use AI Shopping Tools But Reserve Checkout Control

Recent research by Visa reveals a fascinating paradox in Egypt’s digital commerce landscape. While nearly all consumers (91%) utilize artificial intelligence to assist with shopping – from comparing prices and checking reviews to finding gift ideas – only 38% would trust an AI agent to handle the actual checkout process.

This sentiment extends beyond Egypt, reflecting a broader challenge for the global payments industry as it builds infrastructure for autonomous commerce. In South Africa, just 23% of consumers would entrust AI with completing purchases, while in Kenya, that figure stands at 29%. Across the region, there’s clear enthusiasm for AI-powered product discovery but reluctance to cede control when money changes hands.

The Evolving E-Commerce Landscape

The study, which surveyed over 5,800 adults across 17 markets in Central Europe, the Middle East, and Africa, highlights several key trends:

  • Social Commerce Surge: 85% of Egyptian consumers now purchase directly through social media platforms
  • Fraud Follows New Channels: Nearly half (36%) of reported financial scams occurred on social media
  • Government Responsibility: 49% believe government authorities should bear primary responsibility for online fraud protection

The Path Forward

The findings underscore a critical point for payments companies like Visa, Mastercard, and others racing to enable agentic commerce – consumer trust must evolve alongside technological capabilities. While consumers are eager to leverage AI for product discovery and comparison shopping, the emotional connection to financial transactions remains strong.

As Leila Serhan, Visa’s senior vice president for North Africa, noted: “Consumers see fraud protection as a shared responsibility, but they expect institutions, governments, and payment providers to take the lead.” The challenge now is to build trust frameworks that allow consumers to benefit from AI-powered commerce while maintaining control over their financial security.