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

A digital scam can create significant ruptures 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 brands in the retail sector are targets of fraudulent actions and end up falling under a cloud of suspicion, having their reputations compromised. 

This is confirmed by the latest research from Branddi, a specialist in brand protection in the digital environment, which revealed the e-commerce platforms 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 study participants, fake ads on social networks are the most common type of scam in their social circles (71%).Following that are fake websites posing as official stores (60%) and emails or messages directing 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 goal of misleading consumers. 

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 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 enhanced communication about fraud on official channels.

"Brands can no longer wait for a problem to happen before they act. Today, consumers expect companies to be vigilant, communicate risks, and act preventively. Taking on a role of guidance on their own channels, 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 above, from all social classes.

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

Collection date: conducted on June 12, 2025.