Issues such as delivery delays, misleading advertising, and unsatisfactory customer service are among the main reasons for consumer dissatisfaction in their shopping experiences. This is shown by the CX Trends 2025 study, conducted by Octadesk, a customer service platform by LWSA, in partnership with Opinion Box.
According to the survey, the main problems reported by consumers include products or services with lower-than-expected quality (26%), delayed (24%) or undelivered orders (21%), misleading advertising (24%), customer service issues (20%), and lack of response to complaints and requests (18%).
“The research makes it clear that consumers are increasingly demanding and attentive to the quality of products and services. For businesses, this data is a warning: improving customer experience is no longer an option but a competitive necessity,” says Rodrigo Ricco, founder and director of Octadesk. “Monitoring these pain points allows for proactive action, correcting flaws in service, logistics, and communication to ensure a stronger and more reliable relationship with the public,” he adds.
The study also revealed that consumers expect clear actions from brands to improve their experiences, such as quick problem resolution (37%), expanded shipping options (37%), discount coupons for future purchases (33%), and reduced delivery times (32%).
“Brazilian consumers have made it clear what they expect: speed, clarity, and empathetic service. For brands, this is an opportunity to stand out, not just for what they sell but for how they serve and connect with their customers,” he says.
The impact of the growth of online sales on consumer behavior
The study also highlights the strong presence of e-commerce in Brazil. In the last 12 months, 77% of Brazilian consumers made purchases both online and in physical stores, reinforcing the hybrid consumption behavior.
Among the most influential factors in purchasing decisions are free shipping (62%), product or service quality (56%), and competitive pricing (53%)—the same items that, when poorly managed, lead the causes of dissatisfaction.
The main purchasing channels include online stores (68%), marketplaces (66%), and physical stores (64%). Additionally, platforms like WhatsApp (30%) and Instagram (28%) are increasingly standing out in the decision-making process, showing the growing importance of social media in Brazilian commerce. “The study proves that social media has moved beyond advertising to become a purchasing channel option for consumers, largely due to offerings by small entrepreneurs. WhatsApp stands out in this regard, showing strong growth, with four percentage points more compared to last year,” emphasizes Octadesk’s director.
To access the full report, click here.
