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Ranking shows main complaints of Brazilian consumers

E-Commerce Uptate
By E-Commerce Uptate

Issues such as late deliveries, misleading advertising, and poor customer service are among the main reasons consumers are dissatisfied with their shopping experiences. This is according to the CX Trends 2025 study, conducted by Octadesk, LWSA's customer service platform, in partnership with Opinion Box.

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 wake-up call: improving the customer experience is no longer an option, but a competitive necessity," says Rodrigo Ricco, founder and director of Octadesk. "Monitoring these pain points allows us to act proactively, correcting flaws in service, logistics, and communication to ensure a stronger and more trustworthy relationship with the public," he adds.

The study also revealed that consumers expect clear actions from brands to improve their experiences, such as quick problem resolution (37%), expanded shipping options (37%), discount coupons for future purchases (33%) and reduced delivery time (32%).

"Brazilian consumers have made it clear what they expect: speed, clarity, and empathetic service. For brands, this is an opportunity to stand out, not just for what they sell, but for the way 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 consumer behavior.

Among the most influential factors in the purchase decision are free shipping (62%), product or service quality (56%) and competitive price (53%) — the same items that, when poorly managed, lead to 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, demonstrating the growing importance of social media in Brazilian commerce. "The study shows that social media has moved beyond advertising to become a purchasing channel option for consumers, largely due to the offerings from small entrepreneurs. WhatsApp stands out in this regard, experiencing strong growth, up four percentage points compared to last year," highlights the director of Octadesk. 

To access the full report, Click here.

E-Commerce Uptate
E-Commerce Uptatehttps://www.ecommerceupdate.org
E-Commerce Update is a benchmark company in the Brazilian market, specializing in producing and disseminating high-quality content on the e-commerce sector.
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Inclusion and speed: the Brazil-Asia e-commerce revolution In recent years, Brazil has experienced a significant transformation in its e-commerce landscape, driven by a combination of factors including increased internet penetration, the rise of mobile technology, and a growing middle class with higher disposable income. This transformation has been further accelerated by the strengthening of trade relations between Brazil and Asia, particularly with China. **Inclusion: Bridging the Digital Divide** One of the most notable aspects of Brazil's e-commerce growth is the inclusion of previously underserved populations. Historically, Brazil has faced challenges with digital inequality, where certain regions and demographic groups had limited access to the internet and e-commerce platforms. However, initiatives by the government, private sector, and non-governmental organizations have worked to bridge this digital divide. Programs such as "Internet para Todos" (Internet for All) have aimed to expand broadband access across the country, particularly in rural and remote areas. Additionally, partnerships with tech companies have led to the development of affordable smartphones and payment solutions, making it easier for lower-income individuals to participate in the digital economy. **Speed: The Rapid Growth of E-commerce** The speed at which Brazil's e-commerce sector has grown is remarkable. According to data from the Brazilian E-commerce Association (ABComm), the sector has seen exponential growth over the past decade. In 2020, despite the challenges posed by the COVID-19 pandemic, e-commerce sales in Brazil reached a record high, with a significant increase in the number of online shoppers and the volume of transactions. This rapid growth can be attributed to several factors: 1. **Increased Internet Penetration**: With more Brazilians gaining access to the internet, the potential customer base for e-commerce has expanded significantly. 2. **Mobile Technology**: The widespread adoption of smartphones has played a crucial role in driving e-commerce growth. Mobile commerce (m-commerce) has become increasingly popular, allowing consumers to shop anytime, anywhere. 3. **Payment Solutions**: The introduction of various payment methods, including digital wallets, credit cards, and installment plans, has made online shopping more accessible and convenient for consumers. 4. **Logistics and Delivery**: Improvements in logistics and delivery services have enhanced the e-commerce experience. Companies have invested in technology and infrastructure to ensure faster and more reliable delivery, which is critical for customer satisfaction. **Brazil-Asia Trade Relations** The strengthening of trade relations between Brazil and Asia, especially with China, has had a profound impact on Brazil's e-commerce sector. China is not only a major source of imported goods for Brazil but also a significant investor in Brazilian technology and infrastructure. Chinese e-commerce giants like Alibaba and JD.com have expanded their operations into Brazil, bringing with them advanced technologies and business models. This has led to increased competition and innovation within the Brazilian e-commerce market. Additionally, Chinese investment in Brazilian logistics and technology has improved the overall efficiency of the e-commerce supply chain. **Conclusion** The inclusion and speed of Brazil's e-commerce revolution are reshaping the retail landscape in the country. By bridging the digital divide and leveraging the benefits of increased trade with Asia, Brazil is positioning itself as a major player in the global e-commerce market. As this trend continues, it is likely that we will see even more innovation and growth in the sector, benefiting both consumers and businesses alike.

Getnet reveals that Customer Week drives online sales with an increase of 13.94% The Customer Week campaign, which took place between September 5th and 11th, resulted in a 13.9% increase in online sales, according to data from Getnet. The payment processing company analyzed the behavior of more than 100,000 merchants on its platform and found that the average ticket increased by 3.7% compared to the same period in 2022. The most significant growth was observed in the South region, with a 17.6% increase in sales. The North region also showed a strong performance, with a 16.8% increase. The Southeast and Midwest regions had growth of 13.3% and 12.4%, respectively, while the Northeast region had the lowest growth, with an increase of 9.8%. "Customer Week is an important date for retailers, as it is an opportunity to attract customers and increase sales. The results show that the campaign was successful in stimulating consumption and that consumers are increasingly looking for online shopping," says Marcelo Labuto, CEO of Getnet. The data also reveals that the fashion segment was the most benefited by the campaign, with a 21.3% increase in sales. The electronics and household appliances segment also had a significant increase, with a 17.6% increase. "The fashion and electronics segments are traditionally the most sought after during promotional periods. The results show that this trend continues and that consumers are increasingly looking for discounts on these products," says Labuto. Getnet also observed an increase in the use of credit cards during Customer Week. The use of credit cards increased by 15.4% compared to the same period in 2022. "The increase in the use of credit cards shows that consumers are confident in the economy and are willing to make purchases on credit. This is positive for retailers, as it allows them to increase their sales," says Labuto. In summary, Customer Week was a successful campaign for online retailers, with a significant increase in sales and the average ticket. The fashion and electronics segments were the most benefited, and the use of credit cards increased. The results show that consumers are increasingly looking for online shopping and that promotional periods are an important opportunity for retailers to increase their sales.

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