Ecommpay warns AI checkout could exclude vulnerable users

Ecommpay has warned that agentic commerce systems could exclude vulnerable consumers, citing research that points to compliance and trust risks in AI-assisted shopping and payments.

The warning comes as merchants and payment providers expand their use of AI shopping assistants and automated checkout tools. Ecommpay said these systems must be designed so customers with physical or cognitive limitations can still complete transactions and get help when needed.

Its report, Before They Check Out, draws on consumer and merchant research into understanding of AI agents, current AI use and comfort with different functions. The findings suggest accessibility and trust should be central to AI product design in online commerce.

Data cited from the UK Payments Association Diversity and Inclusion working group suggests the issue is widespread. The report found that 59% of consumers are vulnerable to some degree.

The study also showed a marked gap between the wider population and people with capability limitations. While 92.7% of consumers rated themselves good or very good at using the internet, apps or online services, only 69.5% of those with capability limitations said the same.

The problems become more pronounced when users try to complete financial tasks. According to the study, 41% of vulnerable respondents had failed to complete a banking or payment task because a digital or AI tool did not work, compared with 12% of all respondents.

Human support also remains important for many users. The report found that 34% of vulnerable users wanted easier access to a real person when technology failed, while 25% of vulnerable people in the UK wanted better fraud and scam protections.

Accessibility rules

Ecommpay linked the issue to existing accessibility obligations in Europe and the UK. In the European Union, the European Accessibility Act applies to a range of consumer financial services. In the UK, firms are expected to make reasonable adjustments under the Equality Act and meet Financial Conduct Authority consumer duty expectations.

The company argued that the gap in outcomes between average consumers and vulnerable users shows parts of the payments and banking sector are still falling short. That matters as merchants test AI-led journeys that may reduce direct human interaction at key stages of a purchase.

Miranda McLean, chief marketing officer at Ecommpay, set out the concern in direct terms.

"Unfortunately, the current complexity of agentic checkout represents a risk of exclusion for vulnerable groups.

"Excluding these groups can undermine vulnerable individuals' confidence in using digital tools and even lead directly to financial problems such as failed payments. As the online world moves towards agentic, provision must be made for all users, and solutions must be accessible regardless of physical or cognitive ability.

"If agentic commerce is not designed from the outset to be clear, controllable and recoverable for vulnerable consumers, it risks excluding people and causing real harm. Accessibility is not just a compliance issue; it's a moral and trust issue too. Users must be able to trust their provider and the merchant. Knowing they can seek human assistance when necessary is an important first step in building that trust."

Trust layer

The report also examines how payments providers may fit into this shift. Ecommpay said payment service providers already occupy a trusted position between merchants, consumers, banks and card schemes, which could give them a central role in addressing safety and confidence concerns around AI-driven transactions.

That reflects a wider debate in digital commerce. As automated shopping tools take on more tasks, from product selection to payment initiation, firms face pressure to show that customers understand what is happening, can stay in control of transactions and have a way to recover from mistakes or system failures.

For vulnerable users, those safeguards may be especially important. A failed payment, an unclear checkout flow or an inability to reach a person can have consequences beyond inconvenience, particularly for people with lower digital confidence or limited financial resilience.

McLean said payment providers are well placed to address those risks.

"Already holding a strong position of trust, payment service providers are ready to deliver vital security solutions within agentic commerce.

"Payment service providers are the connective tissue between merchants, consumers, banks and schemes, perfectly placed to deliver the critical trust layer that will secure consumer confidence and empower merchants to succeed within agentic commerce."