• AI commerce adoption in APAC reveals trust gap: 74% use AI for product discovery.
• Yet 45% demand stronger payment security before completing transactions
• Digital maturity breeds caution, not confidence.

AI commerce adoption in the Asia Pacific has hit an unexpected ceiling, with consumers enthusiastically embracing artificial intelligence for browsing but refusing to trust it with their payment credentials. The disconnect could determine whether agentic shopping becomes mainstream or stalls indefinitely.

New research from Visa surveying 14,764 consumers in 14 APAC markets reveals that while 74% already use AI-powered tools to discover and compare products, nearly half (45%) won’t proceed to AI commerce checkout without stronger security assurances. Another 32% remain outright reluctant to share payment information with AI systems.

The findings expose a paradox: the consumers expected to lead AI commerce adoption – affluent, digitally-savvy shoppers in mature markets – are the most resistant to trusting these systems with transactions.

Affluent consumers show the greatest AI commerce scepticism

Contrary to conventional assumptions about technology adoption, Visa’s State of Digital Commerce study found that wealth and digital sophistication are correlated with heightened caution, not enthusiasm, toward AI commerce.

Some 39% of affluent households (monthly income above US$8,000) express serious concerns about data use in AI shopping systems, compared to just 29% among lower-income groups. Digital-first markets demonstrate even sharper resistance, with Australia (38%), New Zealand (37%), and Singapore (34%) showing above-average wariness.

“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.”

The data suggests these consumers understand what they’re being asked to surrender. They’ve witnessed data breaches, algorithmic manipulation, and privacy scandals. Their scepticism isn’t technophobia – it’s informed risk assessment based on demonstrated market behaviour.

Meanwhile, 26% of all APAC consumers remain unsure whether AI recommendations actually serve their interests or are optimised for merchant profit margins instead.

AI commerce adoption splits along development lines

The research reveals a divide in AI commerce readiness in the region’s diverse economies.

India and Vietnam lead in openness to AI-driven purchases, with 42% of consumers in each market willing to let AI complete transactions autonomously. This suggests emerging markets may leapfrog traditional e-commerce patterns entirely, adopting agentic commerce without the baggage of privacy concerns that plague Western consumers.

By contrast, Singapore and Japan – arguably the region’s most digitally advanced economies – show just 14% interest in AI commerce. New Zealand registers 16%. These aren’t markets lacking technological ability, but they lack trust in AI commerce systems to handle financial transactions securely.

This pattern challenges industry assumptions that time and education will close the AI commerce trust gap naturally. Developed markets don’t resist because they don’t understand the technology, but because they understand it too well.

Discovery versus transaction: The AI commerce divide

Visa’s research exposes a hierarchy of consumer trust in AI shopping applications. Browsing, comparing prices, and learning about products carry minimal risk. Algorithmic failure at this stage means wasted time or missed deals; annoying but not financially consequential. Consumers happily delegate these tasks to AI.

Payment transactions operate under entirely different risk calculations. When AI systems request financial credentials or personal data, the downside of system failure, breach, or manipulation becomes material. This is where AI commerce adoption collapses.

“Consumers are ready for AI to play a more active role in shopping, and agentic commerce has already started scaling beyond concept and into daily life,” Ramachandran said. “For this change to accelerate, trust and secure authentication must be in place.”

Yet the survey data contradicts the “scaling” narrative. When only 14-16% of consumers in developed markets express interest, and nearly half demand better security assurances before considering AI commerce, that’s not scaling – that’s struggling to achieve product-market fit beyond early adopters.

Security transparency important to AI commerce growth

The study identifies payment security as the strongest enabler of increased AI commerce adoption, particularly in mature markets with higher baseline expectations for data protection and personal control.

Ramachandran pointed to Visa’s solutions, including Tokenisation and Visa Payment Passkeys, as infrastructure designed to deliver the secure experiences necessary for AI commerce confidence. The company’s Intelligent Commerce platform and Trusted Agent Protocol aim to create verified connections between consumers, AI agents, and merchants.

Whether such technical solutions can overcome transparency concerns remains uncertain. The 26% of consumers doubting whether AI recommendations align with their interests suggests the problem isn’t purely security infrastructure, but algorithmic opacity and demonstrated trustworthiness.

AI commerce systems need to prove not that they can secure transactions, but that they’re optimising for consumer benefit not merchant revenue or platform engagement metrics.

What this means for AI commerce in APAC

The Visa data suggests AI has successfully penetrated the low-stakes discovery phase of shopping but remains stuck at the high-stakes transaction phase, which is precisely where the economic value lies.

For AI commerce to move beyond a helpful browsing assistant to an autonomous purchasing agent, the industry must solve for demonstrated trustworthiness: transparent decision-making logic, robust security that consumers can verify, clear accountability when systems fail, and genuine alignment between AI optimisation targets and consumer interests.

The technology already exists to handle AI commerce transactions. What doesn’t exist is sufficient consumer trust to use it, particularly among the affluent, digitally sophisticated segments most valuable to merchants.

Until that trust gap closes, AI will remain a powerful discovery tool and an underutilised transaction engine. The technology will be capable of getting consumers to the checkout line, but not quite trusted-enough to complete a purchase.

The State of Digital Commerce in Asia Pacific study was commissioned by Visa and conducted by YouGov in September 2025.

Want to experience the full spectrum of enterprise technology innovation? Join TechEx in Amsterdam, California, and London. Covering AI, Big Data, Cyber Security, IoT, Digital Transformation, Intelligent Automation, Edge Computing, and Data Centres, TechEx brings together global leaders to share real-world use cases and in-depth insights. Click here for more information.

Tech Wire Asia is powered by TechForge Media. Explore other upcoming enterprise technology events and webinars here.