The growing digitalization of consumption has revealed a concerning paradox: while the volume of online purchases increases, the sense of security of consumers decreases. According to the 2024 Digital Identity and Fraud Report by Serasa Experian, first and largest datatech in Brazil, 48% of respondents have already abandoned a purchase due to lack of trust in the website or app. Even so, the activity recorded an average growth of 1,6 percentage points in 2024 compared to 2023. Almost half (48%) reported making between 1 and 3 digital purchases every month. Meanwhile, the belief that companies take effective measures for protection fell from 51% to 43%
This scenario indicates that, despite the convenience of digitization, consumers still do not feel fully protected. The increasing digitalization has brought numerous benefits, both for companies and for consumers, but also exposed vulnerabilities that need to be addressed. With these insights, the opportunity arises for companies to invest in robust authentication and fraud prevention solutions to ensure consumer trust in the online environment, comments the Director of Authentication and Fraud Prevention Products at Serasa Experian, Caio Rocha
What consumers fear the most when shopping online
The most cited fears by respondents when making an online purchase were "me buying on a fake site" (41%), "someone buying something using my data" (41%) and "my data leaking" (37%), situations that continue to impact users' digital experience
Physical biometrics as a reliable authentication solution
About 69% of consumers consider it essential for companies to accurately identify them in the online environment. This factor becomes even more crucial in light of the increase in fraud attempts, what, according to the Fraud Attempt Indicator from Serasa Experian for November 2024, surpassed the mark of one million incidents in the month, the equivalent of one occurrence every 2,5 seconds. In light of this scenario, companies need to strengthen their protection solutions without compromising the user experience.”
The research reveals that authentication methods become even more essential for security, how physical biometrics, what facial recognition encompasses, fingerprint and voice recognition: 7 out of 10 consumers (71,8% claim to feel safe using technology and its use has grown significantly in the last year, increasing from 59% to 67%. Behavioral biometrics – that analyzes patterns such as pressure on the screen, typing style and variations in voice – is still little known by users
With the advancement of authentication technologies, Rocha points out that investing in digital security has ceased to be a differentiator and has become an imperative necessity for companies seeking to ensure the trust of their customers and mitigate fraud risks. "Physical biometrics is a reliable solution because it is tangible and difficult to replicate", but, in light of the dynamic scenario of fraud in Brazil, effective prevention requires a layered strategy. Knowing the consumer beyond their identity allows for the identification of behavior patterns, reduce friction and strengthen security. At Serasa Experian, the intelligence linked to technologies is a differentiator, combining facial biometrics, device analysis, document verification and analytical intelligence to detect fraud and protect transactions. Thus, companies ensure security without compromising the user experience, balancing prevention and convenience
