Navigating the Trust Gap in Egypt’s Digital Economy

Egypt’s digital landscape presents a fascinating paradox: consumers widely adopt AI for shopping research yet maintain firm control over actual payments. A recent Visa study found that 91% of Egyptians use AI tools like price comparison and product reviews, with 97% reporting faster, easier online experiences. However, trust in AI to handle checkouts drops dramatically to just 38%. This highlights a broader challenge for the global payments industry as it builds infrastructure for autonomous commerce.

The study surveyed over 5,800 adults across 17 markets in Central Europe, the Middle East, and Africa—including Egypt, Kenya, Nigeria, and South Africa. Similar trust gaps emerged elsewhere: only 23% of South Africans and 29% of Kenyans would entrust AI with completing purchases.

Shifting Commerce Patterns Amid Rising Fraud

As e-commerce evolves, so do consumer behaviors and risks. The Visa study found that:

  • 85% of Egyptian consumers now purchase directly through social media platforms
  • 36% of financial scams in the past year occurred on social media—the highest among any platform
  • Egyptian authorities thwarted EGP 4 billion (USD 77 million) in potential fraud in 2025 alone

These findings align with continent-wide trends. An Interpol operation across 16 African countries resulted in 651 arrests and exposed scams linked to over USD 45 million in losses.

The Road Ahead for Payments Companies

As Visa, Mastercard, and others race to enable agentic commerce (autonomous transactions), this trust gap creates a strategic challenge. Consumers clearly value AI’s discovery capabilities but retain reservations about ceding financial control. When asked who should bear primary responsibility for fraud protection, 48% of Egyptians pointed to government authorities—suggesting they view regulation as essential for building confidence.

The path forward requires payments companies to:

  • Prioritize transparency and explainability in AI-powered systems
  • Offer robust consumer protections that go beyond basic security measures
  • Engage regulators proactively to shape frameworks that foster trust

While the infrastructure for agentic commerce may be arriving ahead of consumer readiness, this presents an opportunity to build solutions that meet evolving needs while maintaining human oversight where it matters most.