Problems such as delivery delays, misleading advertising, and unsatisfactory service are among the main reasons for consumer dissatisfaction in their shopping experiences. This is what the CX Trends 2025 study, conducted by Octadesk, LWSA's customer service platform, in partnership with Opinion Box, shows.
According to the survey, the main problems reported by consumers include products or services with lower than expected quality (26%), late deliveries (24%) or non-deliveries (21%), misleading advertising (24%), problems with customer service (20%) and lack of feedback on 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 the customer experience is no longer an option but a competitive necessity," says Rodrigo Ricco, founder and director of Octadesk. "Monitoring these pains allows for proactive action, correcting failures 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%), expanding shipping options (37%), discount coupons for future purchases (33%) and reducing delivery times (32%).
"The Brazilian consumer has made it clear what they expect: agility, 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 online sales growth on consumer behavior
The study also highlights the strong presence of e-commerce in Brazil. In the last 12 months, 77% of Brazilian consumers made purchases both online and in physical stores, reinforcing the hybrid consumption behavior.
Among the most influential factors in the purchase decision are free shipping (62%), product or service quality (56%), and competitive pricing (53%) — the same items that, when poorly managed, lead the causes of dissatisfaction.
The main purchasing channels include online stores (68%), marketplaces (66%), and physical stores (64%). Furthermore, platforms like WhatsApp (30%) and Instagram (28%) are increasingly prominent in the decision-making process, highlighting the growing importance of social media in Brazilian commerce. "The study shows that social networks have shifted from being advertising platforms to becoming a purchasing channel option for consumers, largely due to offerings from small entrepreneurs. WhatsApp stands out in this regard, experiencing strong growth with four percentage points more compared to last year," highlights the director of Octadesk.
To access the full report,Click here.
