Problems such as delays in deliveries, 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 shows, carried out by Octadesk, LWSA service platform, in partnership with Opinion Box
According to the survey, the main problems reported by consumers include products or services with quality below expectations (26%), delayed deliveries (24%) or not made (21%), misleading advertising (24%), problems in service (20%) and lack of feedback on complaints and requests (18%)
The research makes it clear that consumers are becoming increasingly demanding and attentive to the quality of products and services. For companies, this data is a warning: improving customer experience is no longer an option, but another competitive necessity, says Rodrigo Ricco, founder and director of Octadesk. Monitoring these pains allows for proactive action, correcting service failures, in logistics and communication to ensure a stronger and more reliable relationship with the public, adds
The study also revealed that consumers expect clear actions from brands to improve their experiences, how quick problem solving (37%), expansion of shipping options (37%), discount coupons for future purchases (33%) and reduced delivery time (32%)
"The Brazilian consumer has made it clear what they expect: agility", clarity and empathetic service. For the brands, this is an opportunity to stand out, not only for what they sell, but by the way they serve and connect with their customers, say.
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 hybrid consumption behavior
Among the most influential factors in the purchase decision is free shipping (62%), product or service quality (56%) and competitive price (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, showing the growing importance of social media in Brazilian commerce. The study proves that social networks have advanced from being a place for advertising to becoming a purchasing channel option for consumers, largely due to the supply from small entrepreneurs. WhatsApp stands out in this regard, having strong growth, with four percentage points more compared to last year, highlights the director of Octadesk.
To access the full reportclick here
