E-commerce is entering a new phase, expanding beyond proprietary websites and moving to highly engaging networks like TikTok and Instagram. The growth of social commerce, with platforms like TikTok Shop, for instance, challenges companies to rethink their sales and digital security strategies. According to Santander’s projection, this new TikTok feature could capture between 5% and 9% of all Brazilian e-commerce in the next three years, becoming a heavyweight competitor in the national digital retail — but also a new ground for fraudulent actions.
The fast and uncomplicated dynamics that drive conversion in social commerce also create critical vulnerabilities for fraudsters. In these channels, the creation of fake profiles, purchases with leaked cards, bot attacks, and social engineering have become increasingly common. “In the social commerce dynamic, more than traditional anti-fraud processes are needed. Solutions that employ adaptive intelligence and deep behavioral analysis are more effective as they can protect without compromising the user experience,” explains Thiago Bertacchini, a fraud prevention expert and Head of Sales at Nethone, a Mangopay solution.
Next, the expert highlights 3 key solutions to strengthen the security of online sales on social commerce platforms:
Behavioral Biometrics
By using real-time behavioral biometrics, companies can identify and block threats even before they become a real risk. By mapping user behavior, this technology, combined with artificial intelligence, allows for precise identity validation and predicts fraud attempts based on over 130 unique signals. This approach, utilized by Nethone in digital fraud prevention, provides a comprehensive view of each interaction, enabling personalized security strategies that block suspicious activities without compromising the experience of real consumers.
Vector Identifier
Technologies like the Vector Identifier, a proprietary device fingerprinting solution, can accurately recognize devices even in situations where fraudsters delete browser data or use anonymous browsing, as they generate a stable and persistent ID for each digital environment, allowing tracking of suspicious behaviors even in masking attempts. By detecting complex patterns and malicious uses, the tool significantly reduces false positives and ensures greater accuracy in fraud prevention.
Using Machine Learning to identify anomalies
Fraudsters use a variety of resources to bypass security systems, such as disguised devices, connections, and browsers. To confront them, it is essential to have machine learning-based solutions that analyze the digital environment and detect subtle signs of manipulation before completing the purchase. Nethone’s technology, for example, can identify the use of virtual machines, customized browsers, and inconsistent network patterns, allowing the differentiation between legitimate customers and users with suspicious activities, increasing the security of real purchases without any friction for legitimate users.
According to Thiago, in the current scenario of new sales channels, ensuring that these environments are secure, scalable, and reliable is a strategic asset in the digital realm, prioritizing the purchasing journey. Integrating anti-fraud solutions is not only a matter of mitigation but also of reputation assurance, customer experience, and digital business sustainability. ‘Consumer confidence doesn’t just come from brand communication, but from the technology that supports it. When security is integrated from the first click to the completion of the purchase, it becomes a competitive differentiator,’ he concludes.
