These uses concern in particular the price comparisonthere looking for gift ideas or even consulting product reviews. The study also indicates that 97% of respondents believe that AI-based tools make online shopping faster and easier.
But this adoption does not mean complete trust. Only 23% of consumers say they would trust AI agents to finalize their orders for them.
The study also shows that the social networks occupy a central place in the new commercial uses. At Morocco87% of consumers have already purchased products directly via these platforms. However, this progression is accompanied by an increased risk of fraud. Among people who were victims of a financial scam in the last twelve months, 52% indicate that the incident occurred on social networks.
Another point of concern, the exhibition of children to online scams. According to the study, 92% of consumers believe that the children around them have difficulty recognizing fraud. Furthermore, 61% say they have seen a child be the victim of a scam while playing or shopping online.
Faced with these risks, consumers wait first a institutional response. The study notes that 49% consider that banks and financial institutions should be primarily responsible for protection against online fraud, ahead of public authorities or regulators. Only 9% believe that this responsibility should primarily fall on consumers themselves.
Expectations relate mainly to concrete devices. Real-time alerts in the event of suspicious activity appear to be an important lever of confidence, cited by 64% of those surveyed. The challenge, for the actors of the digital paymentis therefore to reconcile the rapid progression of new uses with of the security mechanisms capable of reassuring users.
