OLX, Temu and AliExpress: study reveals the e-commerces and marketplaces that are most distrusted by consumers

A digital scam can create significant disruptions in the relationship between consumers and brands, shaking trust in the company whose image was misused — even when it is not responsible for the incident. Today, major retail sector brands are targets of fraudulent actions and end up falling under suspicion, having their reputations compromised. 

This is what the new research by Branddi, an expert in brand protection in the digital environment, has found. It revealed the e-commerce sites and marketplaces that currently generate the most distrust among consumers. Among them, the most frequently mentioned in the research were OLX (50%), Temu (36%), AliExpress (29%), Shopee (29%), and Mercado Livre (28%)..

It is worth emphasizing that, according to the according to study participants, fake ads on social media are the most common type of scam in their social circles (71%).. Following these are fake websites that pose as an official store (60%) and emails or messages that direct users to pirated portals (52%).

Considering the mentioned scams, which constitute Unfair competition (by using a brand's image to confuse consumers in fraudulent actions), Procon has been alerting the population about this type of fraud. The agency draws attention to the use of fake profiles and artificial intelligence as resources to simulate campaigns from well-known companies, usually offering products at below-market prices or unreal advantages, with the aim of misleading the consumer. 

Diego Daminelli, CEO of Branddi, speaks about the importance of businesses staying protected to maintain the bond with consumers: “When a brand is used in a scam, the affected customer often associates this negative experience with the company itself, even if it was not responsible for the fraud. Therefore, managing the digital presence goes beyond a technical issue: it is an essential strategy for reputation and trust management.”.

Protection actions are a trust criterion

The good news for brands is that, even after negative experiences, many consumers show a willingness to reassess their decisions, provided they perceive a responsible and transparent stance from the companies.

For 53% of respondents, the Implementation of more visible protection measures on the website is the main factor that would increase credibility after a scam. Another 42% mentioned the importance of a public statement on the case, and 42% value reinforced communication about fraud on official channels.

“Brands can no longer wait for a problem to occur before taking action. Today, consumers expect companies to be vigilant, communicate risks, and act preventively. Assuming a guiding role on their own channels, by educating the population in advance, is also seen as an extremely positive attitude. This digital responsibility helps build the trust that customers place in brands,” concludes Daminelli.

Methodology

Audience: 500 Brazilians from all states of the country were interviewed, including women and men, aged 18 and over, from all social classes.

Collection: the study data was collected via an online research platform.

Collection date: conducted on June 12, 2025.