Chargebacks remain one of the biggest challenges for online retailers in Brazil. This consumer protection mechanism, which should only be activated in cases of transactions not recognized by the cardholder or where the buyer alleges problems related to the product or service contracted—such as price discrepancies, non-receipt, delivery different from what was agreed upon, or customer service failures—is being used more and more frequently. This frequency represents a significant risk to the financial health of e-commerce operations.
Recent data from Serasa Experian's 2025 Digital Identity and Fraud Report reveals a worrying scenario: 51% of Brazilians have already been victims of online fraud , an increase of 9 percentage points compared to the previous year. This growth in the number of fraud cases has a direct impact on chargeback rates, especially considering that 48% of these frauds involved the use of cloned or counterfeit credit cards in 2024 .
For Renata Khaled, Vice President of Sales at Tuna Pagamentos , prevention needs to be the number one priority for retailers. “Chargebacks represent much more than just the loss of sales value. There are additional operational costs, potential penalties from acquiring banks, and in extreme cases, the risk of losing the ability to process payments, in addition to reputational damage. Investing in prevention is no longer optional—it's a matter of survival in today's e-commerce ,” she warns.
The expert highlights three fundamental pillars for reducing chargeback cases : fraud prevention technology , transparency in communication with the customer , and strategic partnerships with payment gateways . “Stores that implement advanced authentication systems, such as facial biometrics and behavioral analysis, can reduce fraud cases by up to 40%. Combined with this, a clear exchange and return policy and agile and transparent customer service are essential,” explains Khaled.
Serasa Experian's figures reinforce this approach: 91% of consumers consider security the most important attribute in online shopping , and 72% feel safer when stores use robust authentication methods, such as biometrics.
In the report, Caio Rocha, Director of Authentication and Fraud Prevention at Serasa Experian, emphasizes that “the more robust the authentication process, the lower the chances of success for criminals. With the advancement of sophisticated scams, such as deepfakes and AI-driven fraud, it is important to consider adopting technologies that are constantly improved, in addition to a layered fraud prevention strategy, combining different technologies to reinforce security and strengthen trust in digital services.”
For retailers, therefore, the message is clear: ignoring the risks of chargebacks can be a fatal mistake . The combination of anti-fraud technology, clear return and exchange policies and processes, quality customer service, and partnerships with companies specializing in payments proves to be the most effective way to protect sales and ensure the sustainability of the business in the competitive Brazilian e-commerce market.
