A new consumer study has revealed that financial scams remain a major concern in Pakistan, with 55% of respondents reporting that they experienced fraud during the past year. At the same time, digital shopping habits continue to evolve rapidly, as 82% of consumers said they now use artificial intelligence tools to support their online purchasing decisions. The findings highlight both the opportunities and risks emerging in Pakistan’s growing digital economy.
Consumers are increasingly turning to AI-powered tools to improve their shopping experience. The survey found that 56% use AI to compare prices before making purchases, while 53% rely on it to check product reviews and ratings. Additionally, 47% use AI for gift recommendations, reflecting a broader shift toward technology-assisted shopping. As a result, 93% of respondents said AI tools have made online shopping faster, easier, and more convenient.
However, trust in fully automated transactions remains limited despite the growing popularity of AI. While consumers appreciate AI’s ability to simplify product searches and recommendations, only 42% said they would trust an AI agent to complete the checkout process on their behalf. Furthermore, 55% reported discovering new brands and retailers through AI-assisted shopping, showing that the technology is already influencing purchasing decisions and consumer behaviour.
Fraud continues to be a significant challenge, particularly on social media platforms. Among those who experienced scams, 44% said the fraud originated through social media, surpassing incidents reported on websites, online marketplaces, and shopping applications. Nevertheless, consumers remain optimistic about the role of technology, with 65% believing AI has made scams easier to identify and 87% expecting it to play a key role in future fraud prevention efforts.
The study also highlighted growing concerns about children’s online safety. Around 77% of respondents said children in their lives struggle to recognise scams, while 33% reported that a child had fallen victim to fraud while gaming or shopping online. In addition, 44% of parents said their children have access to mobile payment apps or digital wallets, increasing concerns about exposure to digital threats at an early age.
When asked who should take primary responsibility for protecting consumers from online shopping fraud, 49% pointed to payment providers and online marketplaces. Meanwhile, 36% said regulators and government authorities should lead these efforts, while 31% identified banks and financial institutions as the main line of defence. Only 13% believed consumers themselves should bear the greatest responsibility for preventing online fraud, underscoring strong expectations for institutional protection.