As cyber threats and cyber security tools evolve, 97% of consumers in Central and Eastern Europe, the Middle East, and Africa (CEMEA) now take steps to secure their online transactions, according to a new study by Visa.
- •In Kenya, where 71% of respondents have experienced digital fraud — the highest rate in Sub-Saharan Africa — 90% still plan to increase their use of digital payments over the next year.
- •Despite the rise of sophisticated online scams, 76% of consumers in the region mostly or completely trust digital payments.
- •In Kenya, however, 95% worry their family or friends may fall victim to a scam.
“Consumer education is our best defense against fraud, and industry collaboration makes this possible. As scams grow more sophisticated, the battle for security never stops. Consumers increasingly trust partners who take tangible steps to protect them,” said Chad Pollock, Vice President and General Manager of Visa East Africa.
The study, which surveyed 5,800 adults across 17 CEMEA countries, reflects a growing awareness of cyber security. More consumers can recognize red flags like phishing attempts and fraudulent websites, marking notable progress since Visa’s last study in 2023.
Last year, Visa blocked about US$40 billion in fraudulent transactions, preventing over $122 million in estimated e-commerce fraud. To counter the evolving cyber security threat landscape, Visa has invested US$3.3 billion in AI and data infrastructure over the past decade. In 2024, the company introduced three new AI-driven risk and fraud prevention tools under its Visa Protect suite, aimed at reducing fraud in account-to-account (A2A) and card-not-present (CNP) transactions.
While Kenya’s expanding digital payments ecosystem reflects optimism, it also faces the challenge of maintaining consumer trust as cyber security threats evolve. As digital adoption rises, the balance between convenience and security will be key to sustaining the growth of a largely cashless economy.
