Global Study: 73% of Shoppers Using AI in Shopping Journey – But Merchants Face New Agentic Commerce Risks

In Q4 2025, 73% of consumers reported using AI at some point in their shopping journey

In late 2025, 32% of consumers cited payment security as a concern and 26% cited privacy

50.8% of consumers assign responsibility for unauthorized or erroneous AI-driven purchases to the AI platform, 23.2% assign responsibility to the retailer or brand, and 18.7% accept personal responsibility

73.9% of consumers expect strong safeguards such as biometric or one-time password authentication for every transaction

53.9% of consumers believe AI could increase the risk of online fraud

In Q4 2025, 70% of consumers said they were at least somewhat comfortable with AI agents making purchases on their behalf

46.5% of consumers do not trust any company to manage purchases for them

31.2% of consumers choose general AI tools such as ChatGPT or Gemini for agentic commerce, 27.0% favor retailer websites or apps, and 24.4% indicate no preferred platform

55.0% of consumers are not comfortable with AI agents making purchases on their behalf