Why trust will define the future of digital commerce in Kenya

Kenya is one of the most dynamic digital economies in Africa. From mobile money to ecommerce, consumers have embraced new ways to pay, shop and transact with remarkable speed and confidence.

Today, a new shift is underway. The Visa Stay Secure study, an annual research initiative that examines how consumers engage with digital commerce and how they perceive fraud and security risks, shows how rapidly behaviours are evolving in markets such as Kenya.

Its latest findings show that 89 percent of consumers in Kenya are already using artificial intelligence (AI) to support their shopping journeys, whether to compare prices, discover products or make informed decisions.

This signals a clear transition. The conversation is no longer about whether digital adoption will happen. It is about how the next phase of that evolution takes shape and what it will require from the ecosystem.

But alongside this rapid adoption, there is a consistent message from consumers: trust remains the deciding factor. While AI is enhancing convenience, only 29 percent of consumers today are comfortable allowing it to complete transactions on their behalf.

This gap between usage and trust points to one of the most important challenges facing digital commerce today. Innovation is accelerating but risks are evolving alongside it.

Digital commerce has moved well beyond traditional websites and apps. Social platforms have become storefronts, and shopping is increasingly embedded into everyday online interactions.

In Kenya, 85 percent of consumers have already made purchases through social commerce, highlighting how quickly these channels have become mainstream.

Yet the same platforms are also emerging as key points of risk. Among consumers who have experienced scams, 58 percent report that the incident occurred on social media.

This dual reality presents a clear challenge. The technologies that are driving growth must also be strengthened to protect users. The focus, therefore, should not be on slowing innovation, but on ensuring that security evolves at the same pace as digital adoption.
One of the most important insights from this year’s study is how consumers view responsibility for security.

Very few believe they should be the primary line of defence. Instead, they look to governments, financial institutions and payment providers to take the lead in safeguarding online transactions.

They are also asking for more visible and proactive protection. Many indicate that they would feel more secure receiving real time alerts when suspicious activity is detected, as well as seeing familiar and trusted cues during checkout.

This shift matters. It highlights that trust in digital commerce is no longer built silently in the background. Consumers want to see and experience the measures that are protecting them.

In this environment, trust is defined not just by the absence of fraud, but by the presence of clear and consistent reassurance.

As digital platforms become more sophisticated, they are also becoming more complex, particularly for younger users.

The study points to growing concern around how children interact with digital environments, with many consumers indicating that children struggle to recognise scams.

This reinforces an important reality. Building a secure digital ecosystem is not only about deploying better technology. It is also about improving awareness, strengthening education and equipping consumers with the knowledge to protect themselves.

Without this human layer, even the most advanced security systems cannot be fully effective.

The writer is VP & General Manager, Visa East Africa