Nigeria’s digital commerce landscape is undergoing a significant transformation as social media platforms evolve from spaces for interaction and entertainment into major marketplaces, with a growing number of consumers now making purchases directly through these channels.
A new study commissioned by Visa reveals that social commerce has firmly entered the mainstream in Nigeria, with 83 percent of consumers reporting that they have purchased products directly through social media platforms. The trend underscores how consumer shopping habits are rapidly shifting as technology reshapes the way people discover, evaluate and purchase products.
The findings were contained in Visa’s 2026 Stay Secure Study, conducted by Wakefield Research, which examined consumer awareness, behaviours and attitudes toward digital commerce, fraud and emerging technologies across Nigeria.
The report underscores a consumer market that is increasingly comfortable with digital transactions and technology-driven shopping experiences, while simultaneously becoming more aware of the security risks that accompany these developments.
Social media’s rise as a shopping destination reflects broader changes in consumer behaviour. Platforms originally designed for communication and content sharing are now functioning as virtual storefronts where users can discover brands, engage with sellers and complete purchases without leaving the application.
This shift is being accelerated by the growing adoption of artificial intelligence, which is becoming an integral part of consumers’ shopping journeys.
According to the study, 88 percent of Nigerian consumers have already used AI-powered tools to assist with shopping activities. These tools are helping consumers compare prices, find gift recommendations and evaluate products through reviews and ratings before making purchase decisions.
The research found that 56 percent of respondents use AI tools to check product reviews and ratings, while 54 percent rely on them for price comparisons. Another 53 percent turn to AI for gift suggestions and recommendations.
The widespread adoption of these technologies reflects their perceived value among consumers. Nearly all respondents, representing 97 percent, believe that emerging technologies, including AI-powered solutions, are making online shopping faster, easier and more convenient than before.
AI is also increasingly influencing how consumers discover products and brands. The study found that 68 percent of Nigerian shoppers typically encounter new retailers or brands while browsing online, highlighting the growing role of algorithms and digital recommendations in shaping purchasing decisions.
Despite the enthusiasm surrounding AI-assisted shopping, consumers remain cautious about allowing artificial intelligence to take complete control of transactions.
Only 34 percent of respondents said they would trust AI-powered agents to finalise purchases and complete checkout processes on their behalf. The finding suggests that while consumers appreciate AI as a decision-support tool, many still prefer to retain direct control over payment and transaction activities.
The trust gap highlights one of the major challenges facing the next phase of digital commerce, often referred to as agentic commerce, where AI systems are expected to carry out transactions with minimal human intervention.
Interestingly, consumers also see AI as a potential ally in the fight against digital fraud.
The report found that 76 percent of respondents believe artificial intelligence has made scams easier to identify today, while 89 percent expect AI to play a critical role in protecting consumers against fraud in the future.
However, the rapid expansion of social commerce is also creating new opportunities for fraudsters.
More than half of the respondents, representing 51 percent, disclosed that they had experienced a financial scam within the past 12 months. Among those who fell victim to fraudulent activities, social media emerged as the most common environment where scams occurred.
According to the study, 57 percent of scam victims said the incident originated on a social media platform, surpassing websites, online marketplaces and shopping applications as the leading source of fraudulent encounters.
The findings highlight the growing security challenges that accompany the increasing popularity of social commerce. As more consumers interact with sellers and conduct transactions through social platforms, fraud risks are following them into these digital spaces.
Beyond adult consumers, the report also raises concerns about the vulnerability of younger users in an increasingly digital economy.
More than three-quarters of respondents, representing 76 percent, said children in their lives struggle to recognise online scams. The concern is not unfounded, as 62 percent reported having witnessed a child become a victim of a scam while gaming or shopping online.
The issue is becoming more pressing as younger users gain greater access to digital payment systems. One-third of Nigerian parents surveyed said their children can access mobile payment applications or digital wallets, exposing them to both the benefits and risks of online commerce at an early age.
The study further reveals that consumers expect institutions to play a leading role in safeguarding digital transactions.
When asked who should bear primary responsibility for protecting shoppers against online fraud, 49 percent pointed to banks and financial institutions. Government agencies and regulators followed with 35 percent, while 30 percent identified payment providers as key stakeholders.
Only seven percent of respondents believed consumers themselves should shoulder the primary responsibility for fraud prevention.
There is also growing demand for proactive fraud protection measures. About 64 percent of respondents said they would feel more secure if their bank or payment application provided real-time alerts whenever suspicious activity is detected. Another 39 percent indicated that seeing a familiar and trusted payment logo during checkout would increase their confidence when shopping online.
Commenting on the findings, Irene Auma, head of risk for Visa’s Sub-region operations, said the expansion of social commerce and online shopping is occurring alongside increasingly sophisticated fraud threats.
She noted that consumers view fraud prevention as a shared responsibility but continue to expect financial institutions, regulators and payment providers to take the lead in creating secure digital commerce environments.
According to Auma, the findings also demonstrate that consumers are embracing AI-driven shopping experiences while maintaining caution about allowing technology to independently complete transactions.
As artificial intelligence becomes more deeply integrated into commerce, she said trust, transparency and consumer control will remain critical factors in determining how quickly new shopping technologies gain acceptance.
The study ultimately reflects a Nigerian consumer market that is rapidly embracing digital innovation. Yet it also shows that the future growth of social commerce and AI-enabled shopping will depend not only on convenience and efficiency, but on the ability of businesses, financial institutions and technology providers to build confidence in an increasingly digital marketplace.
