The chargeback remains one of the biggest challenges for online retailers in Brazil. This consumer protection mechanism, which should only be triggered in cases of unrecognized transactions by the cardholder or when the buyer claims issues related to the contracted product or service—such as discrepancies in amounts, non-receipt, delivery different from what was agreed upon, or service failures—has been increasingly used. This attendance poses a significant risk to the financial health of e-commerce operations.
Recent data fromSerasa Experian Digital Identity and Fraud Report 2025they reveal a concerning scenario:51% of Brazilians have already been victims of online fraud.a 9 percentage point increase compared to the previous year. This increase in the number of fraud cases has a direct impact on chargeback rates, especially considering that48% of these frauds involved the use of cloned or counterfeit credit cards in 2024..
For Renata Khaled, Vice President of Sales ofTuna PaymentsPrevention must be the number one priority for retailers. The chargeback represents much more than the loss of the sale amount. There are additional operational costs, possible penalties from the acquirers, in extreme cases, the risk of losing the ability to process payments, as well as the risk to reputation.Investing in prevention is no longer optional — it's a matter of survival in today's e-commerce., alert.
The specialist highlightsthree fundamental pillars to reduce chargeback cases: fraud prevention technology, transparency in communication with the clientandstrategic 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 quick and transparent service," explains Khaled.
The numbers from Serasa Experian reinforce this approach:91% of consumers consider security the most important attribute in online shopping, and 72% feel more secure 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 frauds, it is important to consider adopting technologies that are constantly improved, in addition to a layered fraud prevention strategy, combining different technologies to enhance security and strengthen trust in digital services."
For retailers, therefore, the message is clear: ignoring the risks of chargeback can be a fatal mistake.The combination of anti-fraud technology, clear return and exchange policies and processes, quality customer service, and partnerships with specialized payment companies proves to be the most effective way to protect sales and ensure business sustainability in the competitive Brazilian e-commerce market.
