In the early hours of Black Friday (November 28) in Brazil, Serasa Experian, the first and largest datatech in Brazil, detected 650 thousand orders* made by 12 PM in e-commerce, via digital transactions among national retail players. From this total, which moved R$ 619,293,765.94, 912 purchases were identified as fraud attempts, blocked by anti-fraud technologies. Had they been completed, they could have generated over R$ 800 thousand in losses for consumers and companies.
The date is one of the most intense in the Brazilian promotional calendar – and, in the first 12 hours, the value moved in purchases already approaches the total of the previous day, R$ 694 million. The numbers follow the accelerated pace of online consumption and reinforce the importance of adopting robust authentication and identity verification technologies to ensure secure experiences for consumers and companies.
Common scams and prevention tips
According to datatech data, during the 2024 Black Friday week, a 260% increase in the creation of phishing pages was recorded compared to other weeks of the month. The method is a type of digital scam in which criminals simulate official company websites or communications to deceive users and capture sensitive data, such as passwords and payment information. Given the expectation of intense e-commerce activity in 2025, the alert remains: this is the moment when consumers must double their online security precautions.
For consumers
• Ensure your document, cell phone, and cards are secure and have strong passwords for accessing applications;
• Be wary of offers for products and services with prices well below market value. During these major promotion periods, it is common for cybercriminals to use names of well-known stores to try to invade your computer and collect sensitive data. They use emails, SMS, and replica websites to try to collect credit card information, passwords, and personal buyer data;
• Be cautious with links and files shared in social media messaging groups. They may be malicious and direct to unsafe pages that infect devices with commands to operate without the user's awareness;
• Register your Pix keys only on official bank channels, such as banking apps, Internet Banking, or branches;
• Do not provide passwords or access codes outside the bank's website or app;
• Enter your personal information and card details only if you are sure it is a secure environment;
• Monitor your CPF (Individual Taxpayer Registry) frequently to ensure you have not been a victim of fraud.
Tips for companies:
• Establish internal information security policies and guide employees on good practices, such as using strong passwords and participating in awareness training.
• Adopt encryption in data transmission to protect sensitive customer and company information against interception.
• Implement anti-fraud solutions to minimize financial and reputational risks. Relying on dedicated experts and technologies makes your company better prepared to handle sophisticated scams.
• Use layered prevention as a core strategy. Combined tools act at different points in the digital journey and are essential given the constant evolution of fraud.
• Invest in solutions that update continuously, ensuring data veracity and greater resilience against new threats.
• Understand your user's behavior and reduce friction in the digital journey without compromising security.
• Treat fraud prevention as a competitiveness factor: well-orchestrated solutions increase security, reduce losses, and improve the shopping experience.
*The survey considers only transactions made between 00:00 and 12:00 on 11/28/2025 analyzed by Serasa Experian.
