Muscat – Consumers in Oman are increasingly embracing artificial intelligence (AI) as part of their shopping journeys. According to a survey conducted by Visa, a global leader in digital payments, 86% of consumers in Oman have used AI-powered tools to assist with shopping, including comparing prices (55%), finding gift ideas (51%), and checking reviews or product ratings (50%).

Visa on Tuesday released the annual Stay Secure Study 2026 in Oman, which examines consumer awareness and behaviour related to digital commerce and fraud. This year’s study highlights how AI-enabled shopping and social commerce are reshaping consumer behaviour, while trust and security remain key concerns.

AI makes shopping easier

The survey found that 92% of consumers in Oman believe new technologies, including AI-powered tools, are making online shopping faster and easier. AI is also influencing how consumers discover products and brands, with 59% saying they typically come across new brands or retailers while shopping online.

However, Omani consumers remain more cautious about allowing AI to complete transactions on their behalf. Only 27% said they would trust AI agents to finalise purchases, underscoring the importance of building consumer confidence as agentic commerce evolves.

As AI adoption grows, many consumers also see the technology as a tool for combating fraud. Nearly half (49%) believe AI has made scams easier to identify, while 86% expect AI to play a critical role in protecting consumers from fraud in the future.

Social commerce expands amid rising scam concerns

Shopping through social media platforms has become increasingly popular in Oman, with 76% of consumers reporting that they have purchased products directly through social media channels.

As commerce expands across new digital platforms, fraud risks are also increasing. The survey found that 38% of consumers in Oman have experienced a financial scam during the past 12 months.

Among those who have fallen victim to scams, 53% said the incident occurred on social media platforms – a higher proportion than those who encountered scams through websites, online marketplaces or shopping applications.

The study also highlighted growing concerns about children’s exposure to online scams. Nearly four-fifths (79%) of respondents said children in their lives struggle to recognise scams, while 70% reported knowing a child who had fallen victim to a scam while gaming or shopping online.

These concerns come as children gain greater access to digital commerce. According to the survey, 24% of parents in Oman said their children can access mobile payment applications or digital wallets.

The study found that consumers primarily look to institutions, rather than individuals, to protect them from online fraud. About 42% believe authorities and regulators should bear the primary responsibility for fraud prevention, followed by banks and financial institutions (41%) and payment providers (27%). Only 10% said consumers themselves should be primarily responsible.

Consumers also want more proactive security measures. Around 63% said they would feel safer receiving real-time alerts from their bank or payment app when suspicious activity is detected, while 40% would feel more comfortable seeing a familiar and trusted logo during the checkout process.