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, conducted by Octadesk, the LWSA customer service platform, in partnership with Opinion Box, reveals.
According to the survey, the main issues reported by consumers include products or services with quality below expectations (26%), delayed deliveries (24%) or non-delivery (21%), misleading advertising (24%), service problems (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 serves as 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 pain points allows proactive action, correcting service, logistics, and communication failures to ensure a more solid and reliable 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%), expanding shipping options (37%), discounts on 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 only for what they sell but for how they serve and connect with their customers,” says.
The impact of the growth of online sales 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 to dissatisfaction.
The main shopping channels include online stores (68%), marketplaces (66%), and physical stores (64%). In addition, platforms like WhatsApp (30%) and Instagram (28%) are increasingly standing out in the decision-making process, showing the growing importance of social networks in Brazilian commerce. “The study proves that social networks have advanced from being a place for advertising to become a purchasing channel option for consumers, largely due to the offering from small entrepreneurs. WhatsApp stands out in this sense, with strong growth, with four percentage points more compared to last year,” highlights the Octadesk director.
To access the full report, click here.
