Chargeback follows one of the biggest challenges for online retailers in Brazil. This consumer protection mechanism, which should be activated only in cases of unrecognized transactions by the cardholder or where the buyer alleges problems related to the product or service hired — such as discrepancies in values, non-receipt, delivery different from what was agreed upon, or faults in service, has been increasingly used. This frequency represents a significant risk to the financial health of e-commerce operations.
Recent data from the Serasa Experian Digital Identity and Fraud 2025 Report reveal a concerning scenario: 51% of Brazilians have already been victims of online fraud, an increase of 9 percentage points compared to the previous year. This growth in the number of fraud cases directly impacts chargeback rates, especially considering that 48% of these frauds involved the use of cloned or counterfeit credit cards in 2024.
According to Renata Khaled, Vice President of Sales at Tuna Payments, prevention needs to be the number one priority for retailers. “Chargeback represents much more than the loss of the sale value. There are additional operational costs, possible penalties from acquirers, in extreme cases, the risk of losing the ability to process payments, in addition to reputational risk. Investing in prevention is no longer optional — it is a matter of survival in today’s e-commerce,” she warns.
An expert highlights three fundamental pillars to reduce chargeback cases: fraud prevention technology, transparency in customer communication, and strategic partnerships with payment gateways. “Stores that implement advanced authentication systems, such as facial biometrics and behavioral analysis, can reduce fraud cases by up to 40%. In addition, a clear exchange and return policy, along with agile and transparent customer service,” explains Khaled.
The numbers from Serasa Experian reinforce this approach: 91% of consumers consider security the most important attribute in online shopping, and 72% feel more secure when stores use robust authentication methods, such as biometrics.
In the report, Caio Rocha, Director of Authentication and Fraud Prevention at Serasa Experian, emphasizes that “the more robust the authentication process, the lower the chances of success for criminals. With the advancement of sophisticated scams, such as deepfakes and AI-driven frauds, it is important to consider adopting technologies that are constantly evolving, along with a layered fraud prevention strategy, combining different technologies to reinforce security and strengthen trust in digital services.”
For retailers, therefore, the message is clear: ignoring the risks of chargeback can be a fatal mistake. The combination of anti-fraud technology, clear return and exchange policies and processes, quality customer service, and partnerships with payment specialized companies proves to be the most effective way to protect sales and ensure the sustainability of the business in the competitive Brazilian e-commerce market.
