While consumers are increasingly using artificial intelligence (AI) to shop, concerns over security and transparency are creating hesitation at the crucial moment of checkout, according to a survey conducted by Visa on the state of digital commerce in Asia Pacific.
“The way people shop is changing quickly, with AI now playing a growing role in how consumers discover and choose products,” said T.R. Ramachandran, Head of Products & Solutions, Asia Pacific at Visa.
“But as AI becomes part of the checkout experience, trust and control become even more important. Consumers want to understand how their data is being used and feel confident that every transaction is secure. Building that trust is what will determine whether AI-powered commerce can truly scale,” he added.
The study State of Digital Commerce in Asia Pacific 2025 showed that with Asia Pacific’s rapid shift towards digital commerce and mobile-first shopping, consumers are drawing a clear line between using AI to help them browse and trusting the same technology to handle their money and personal data. Demonstrating clearly how AI is used to spark discovery and securely handle payments is critical for consumers to feel confident using the technology to shop and pay.
Affluent and digitally savvy consumers
Consumers across Asia Pacific are increasingly relying on AI for the early stages of shopping, with 74 percent using AI-powered tools to discover, track or learn about products. Yet 26 percent remain unsure if AI recommendations fully align with their best interests, pointing to a desire for greater transparency and user control in AI-powered shopping.
The research also reveals that this caution is more pronounced among affluent households, where 39 percent express higher expectations around how their data is used, compared to 29 percent among lower-income groups. Digital-first markets such as Australia (38 percent), New Zealand (37 percent) and Singapore (34 percent) also show above-average caution.
These findings underscore the need for trusted frameworks in AI-driven commerce, an area where Visa is enabling businesses to connect consumers, AI agents and merchants through a secure, scalable trust layer.
The State of Digital Commerce in Asia Pacific 2025 study was conducted by YouGov in September 2025. The study surveyed 14,764 consumers aged 18 years and above across 14 Asia Pacific markets.
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