Global Study: 73% of Shoppers Using AI in Shopping Journey - But Merchants Face New Agentic Commerce Risks
MWN-AI** Summary
A recent survey conducted by Riskified, a leader in ecommerce fraud prevention, has highlighted the growing trend of AI integration in the shopping experience. Findings indicate that 73% of consumers are utilizing AI technologies, such as ChatGPT, to enhance their buying journeys— using these tools for tasks ranging from product selection to price comparisons. While only 13% have completed purchases through AI, a significant 70% are comfortable with AI making purchasing decisions for them, particularly for gift shopping this upcoming holiday season.
However, this shift to “agentic commerce” brings new challenges for merchants. Jeff Otto, CMO of Riskified, points out that as consumers rely more on AI agents, the accountability for transactions becomes murky. Merchants may find themselves liable for disputes even when the customer does not directly engage with their website. This creates potential risks associated with identity verification and transaction disputes, as fraudsters take advantage of these gaps.
Consumer concerns about this AI-driven shopping experience have surfaced as well, with major worries being payment security (32%), privacy (26%), and potential errors (18%). Despite these anxieties, consumer trust in AI is rising, with 36% now believing it can influence their purchases, closely trailing behind traditional shopping advisors.
To navigate these emerging risks, Riskified recommends that fraud teams educate leadership on the complexities of agentic commerce, advocate for data transparency, and leverage shared intelligence for better decision-making. By implementing innovative tools and strategies, Riskified aims to help merchants capitalize on the opportunities presented by AI while safeguarding against fraud, positioning them for future growth in a rapidly evolving ecommerce landscape.
MWN-AI** Analysis
The findings from Riskified’s survey on the increasing use of AI in shopping highlight a pivotal transition in ecommerce. As 73% of shoppers now engage AI tools during their buying process, merchants and investors must acknowledge both the opportunities and the inherent risks accompanying this “agentic commerce” evolution.
While consumer comfort with AI is growing—70% express willingness to allow AI assistants to make purchases on their behalf—merchants are left grappling with the ambiguity of liability when disputes arise. The statistics indicate that payment security and privacy are critical concerns for shoppers, underscoring the necessity for merchants to enhance their fraud prevention strategies.
The rise of agentic shopping introduces a new layer of risk. Businesses must prepare for potential exploitation by fraudsters who can leverage AI-driven tools to bypass traditional security measures. To mitigate these risks, merchants should prioritize educating their leadership about the nuanced nature of AI-driven transactions while advocating for data transparency between AI platforms and retail operations. This transparency will be essential for merchants to adapt their risk management frameworks to this new technology landscape.
Furthermore, collaboration with fraud intelligence networks, like those offered by Riskified, will prove vital in counteracting the erosion of direct data access. By participating in shared intelligence efforts, merchants can bolster their defenses against fraud while navigating the complexities of AI interactions.
In summary, as ecommerce embraces AI, merchants need to evolve alongside it, implementing robust strategies that balance innovation with security. Those who leverage insights and form strategic partnerships will likely find themselves leading the charge in this new era of AI-infused shopping, turning potential risks into growth opportunities.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
Riskified (NYSE: RSKD), a global leader in ecommerce fraud prevention and risk intelligence, today released findings from a survey highlighting the increased adoption of agentic shopping, and the rising threat it poses to merchants.
Based on a global survey of more than 5,000 consumers, the research reveals a defining moment for ecommerce: nearly three in four shoppers (73%) are already using AI in their shopping journey. Shoppers are embracing AI assistants like ChatGPT for product ideas (45%), to summarize reviews (37%), and to compare prices (32%). While only 13% say they’ve completed a purchase after being referred by an AI assistant, 70% are at least somewhat comfortable with an AI agent making purchases on their behalf. More than half (58%) are likely to use these tools for gift shopping this year, marking the beginning of the first truly AI-powered holiday season, where convenience for consumers may come with heightened exposure for merchants who may bear the liability for this uncharted domain.
“AI shopping agents may make buying easier for consumers, but they also blur the lines of accountability for fraud and policy abuse,” said Jeff Otto, Chief Marketing Officer at Riskified. “When an AI shopping agent makes a purchase, is the merchant still liable when a dispute occurs - even though the shopper never visited the merchant’s site during checkout? That uncertainty creates new risks for everyone involved. A disputed charge could stem from a hijacked AI account or even a legitimate customer claiming their AI assistant made a mistake. In each case, the liability remains murky, and data transparency is in short supply.”
Fraudsters are poised to leverage advancements in agentic commerce to their end. Already enabled by AI themselves, fraud rings will look to exploit gaps in identity verification, account security, customer service claims, and payment flows. What feels like a smoother shopping experience for consumers can quickly become a surge in disputes and chargebacks, leaving the merchant with costs they will need to absorb. Businesses stand to face significant disadvantages, many of which are reflected in consumers' top concerns.
Payment security is the main worry for nearly one in three shoppers (32%), followed by privacy (26%), potential mistakes (18%), and loss of control (17%). Despite these fears, trust in AI is closing in on traditional channels: 36% of consumers now trust AI to influence their purchases, nearly matching the 38% who rely on in-store associates. Only 25% prefer to shop online without the aid of AI.
Given this evolution in consumer behavior, alongside the rollout of the Agentic Commerce Protocol (ACP), an open standard that enables shoppers to complete purchases through AI interfaces, merchant fraud teams should focus on the following strategic imperatives:
- Educate executive leadership: Fraud teams are uniquely positioned to understand the risk-reward trade-off of agentic commerce. They must proactively educate their organizations about the new vectors for fraud and abuse to ensure leadership understands the full picture before integrating these new technologies.
- Advocate for data transparency: For agentic commerce to be a sustainable partnership, technology platforms like OpenAI must share crucial customer behavioral insights - such as the end user's IP address, device information, and behavioral signals - with merchants. Without this visibility, merchants cannot make informed decisions, and fraud and abuse could overwhelm the system.
- Leverage shared intelligence: In an agentic world where merchants have less direct data, partnering with networked fraud intelligence platforms becomes even more critical. Partnering with Riskified can restore some of the context lost in agentic transactions by connecting data points across a global community of merchants.
Otto stated, “Fraud teams are the natural leaders for agentic commerce safety because they're hardwired to see both the opportunity and the risk. Their expertise isn't about saying 'no' to innovation; it's about building the guardrails that allow the company to say 'yes' confidently. They are essential to ensuring that exciting new channels like this become sustainable revenue drivers, not vectors for fraud and abuse.”
Riskified empowers merchants to thrive in the dynamic world of agentic commerce with innovative tools designed to ensure both growth and security, while providing guarantees to offset financial liability for agentic fraud chargebacks. Read more about our point of view and how Riskified helps merchants embrace this future of ecommerce with confidence.
About the Survey
Riskified conducted an online survey from September through October 2025, sampling 5,400 consumers ages 18 to 64 across multiple markets, with representation from the U.S., U.K., Brazil, Mexico, Singapore, Australia, China, the Netherlands and the UAE. Respondents are consumers who made an online purchase within the last three months.
About Riskified
Riskified (NYSE: RSKD) empowers businesses to unleash ecommerce growth by outsmarting risk. Many of the world’s biggest brands and publicly traded companies selling online rely on Riskified for guaranteed protection against chargebacks, to fight fraud and policy abuse at scale, and to improve customer retention. Developed and managed by the largest team of ecommerce risk analysts, data scientists, and researchers, the Riskified ecommerce risk management platform analyzes the individual behind each interaction to provide real-time decisions and robust identity-based insights. Learn more at www.riskified.com .
View source version on businesswire.com: https://www.businesswire.com/news/home/20251020127097/en/
Corporate Communications:
Cristina Dinozo
Senior Director of Communications
press@riskified.com
Investor Relations:
Chett Mandel
Head of Investor Relations
ir@riskified.com
FAQ**
How does Riskified Ltd. Class A RSKD plan to address the evolving liabilities associated with AI shopping agents and ensure that merchants remain protected against fraud and chargebacks in this new ecommerce landscape?
In light of the survey findings, what specific strategies is Riskified Ltd. Class A RSKD implementing to improve data transparency between AI platforms and merchants to mitigate risks associated with agentic commerce?
With the growing trust in AI among consumers, how does Riskified Ltd. Class A RSKD foresee leveraging this trend to bolster merchant confidence and drive adoption of its ecommerce risk management solutions?
What role does Riskified Ltd. Class A RSKD envision for fraud teams within organizations to help navigate the complexities and risks associated with the Agentic Commerce Protocol (ACP) as it becomes more widely adopted?
**MWN-AI FAQ is based on asking OpenAI questions about Riskified Ltd. Class A (NYSE: RSKD).
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