Issues such as delivery delays, misleading advertising, and unsatisfactory service are among the main causes of consumer dissatisfaction in their shopping experiences. This is what the CX Trends 2025 study shows, 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 (21%) shipments, misleading advertising (24%), 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 companies, 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, addressing shortcomings in service, logistics, and communication to ensure a stronger and more reliable relationship with the audience,” 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 time (32%).
“The Brazilian consumer has 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. Over the last 12 months, 77% of Brazilian consumers made purchases both online and in physical stores, reinforcing the hybrid shopping behavior.
Among the most influential factors in purchasing decisions are free shipping (62%), product or service quality (56%), and competitive pricing (53%)—the same factors that, when poorly managed, lead the causes of dissatisfaction.
The main shopping 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, highlighting the growing importance of social media in Brazilian commerce. “The study proves that social media has evolved from an advertising space to becoming a shopping 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.
