Delivery restrictions are the biggest complaint of Brazilians in online shopping.

One of the main advantages of and e-commerce For consumers, the convenience of buying and receiving products without leaving home is appealing. However, this isn't always the reality for some Brazilians due to logistical bottlenecks that prevent delivery in certain regions. This unavailability by ZIP code is, for 33.9% of those surveyed in the "Food Retail Purchasing Habits" research, the biggest source of frustration when making online purchases.

A survey conducted by Neogrid, a technology and data intelligence ecosystem developing solutions for managing the consumer supply chain, in partnership with Opinion Box, a leading company in market research and customer experience technology, reveals how consumers react when a product is unavailable for delivery in their region. According to the study's data, 58.71% of respondents seek alternatives on other websites, while 25.11% check for the item's availability in physical stores. Approximately 15.81% of those surveyed stated they had definitively abandoned the purchase.

The Neogrid/Opinion Box research also assessed the level of consumer frustration in different regions of the country. The Midwest leads with 35.8% of dissatisfied consumers, closely followed by the Southeast (34.3%) and South (34.%). The Northeast shows 32.9% of frustration, while the North has 31.3%.

Urgency is crucial at the moment of purchase.

Beyond price, urgency is a decisive factor in the purchasing moment. The survey indicates that if a product is unavailable on the website, delivery cannot be made to the consumer's address, or there are inconsistencies in the item description, the majority of respondents choose to look for the product on another website.

It is fundamental to be attentive to the pains, needs, and demands of Shoppers"Manufacturers and retailers who recognize the importance of staying ahead of trends and implementing solutions and strategies throughout the entire consumer supply chain ultimately stand out in the market," says Dionaldo Passos, head of the Supply Chain business unit at Neogrid. "This approach ensures competitiveness, attractiveness, and transparency in the eyes of customers."

Interviewee profile

The research was conducted online, via the Opinion Box Panel of Respondents, between June and July 2024, with over 2,000 people from across Brazil, aged 16 and older, and from all social classes, who are responsible for, or partially responsible for, household purchases.