Chargeback remains one of the biggest challenges for online merchants in Brazil. This consumer protection mechanism, which should only be triggered in cases of transactions not recognized by the cardholder or when the buyer claims issues related to the purchased product or service — such as price discrepancies, non-receipt, delivery different from what was agreed, or service failures — has been increasingly used. This frequency represents a significant risk to the financial health of e-commerce operations.
Recent data from Serasa Experian’s 2025 Digital Identity and Fraud Report reveal a concerning scenario: 51% of Brazilians have already been victims of online fraud, a 9 percentage point increase compared to the previous year. This rise in fraud cases has a direct impact on chargeback rates, especially considering that 48% of these frauds involved the use of cloned or counterfeit credit cards in 2024.
For Renata Khaled, Vice President of Sales at Tuna Pagamentos, prevention must be merchants’ top priority. “Chargeback represents much more than the loss of the sale value. There are additional operational costs, potential penalties from acquirers, and in extreme cases, the risk of losing the ability to process payments, not to mention reputational risk. Investing in prevention is no longer optional — it’s a matter of survival in today’s e-commerce“, she warns.
The 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%. Combined with this, a clear return and exchange policy and agile, transparent customer service,” explains Khaled.
Serasa Experian’s numbers reinforce this approach: 91% of consumers consider security the most important attribute in online purchases, and 72% feel safer when stores use robust authentication methods like 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 criminals succeeding. With the rise of sophisticated scams like deepfakes and AI-driven fraud, it’s important to consider adopting technologies that are constantly enhanced, along with a layered fraud prevention strategy combining different technologies to reinforce security and strengthen trust in digital services.”
For merchants, therefore, the message is clear: ignoring chargeback risks can be a fatal mistake. The combination of anti-fraud technology, clear return and exchange policies and processes, quality customer service, and partnerships with specialized payment companies proves to be the most effective way to protect sales and ensure business sustainability in Brazil’s competitive e-commerce market.
