Problems with quality, delays and misleading advertising challenge brands in Brazil, says research CX Trends 2025

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, LWSA's service platform, in partnership with Opinion Box shows.

According to the survey, the main problems reported by consumers include products or services with sub-optimal quality (26%), delayed deliveries (24%) or not made (21%), misleading advertising (24%), service problems (20%) and lack of feedback on complaints and requests (18%).

“A 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 need”, says Rodrigo Ricco, founder and director of Octadesk.“Monitoring these pains allows you to act proactively, correcting flaws in service, logistics and communication 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 fast troubleshooting (37%), expanding shipping options (37%), discount coupons on future purchases (33%) and reducing delivery time (32%).

“The Brazilian consumer has made clear what he expects: agility, clarity and an empathetic service.For brands, this is an opportunity to stand out, not only 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 shows 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 behavior of consumption.

Among the most influential factors in the purchase decision are free shipping (62%), product or service quality (56%) and competitive price (53%) & I.E., the same items that, when mismanaged, lead to causes of dissatisfaction. 

The main purchase channels include online stores (68%), marketplaces (66%) and physical stores (64%). In addition, platforms such as WhatsApp (30%) and Instagram (28%) stand out more and more in the decision process, showing the growing importance of social networks in Brazilian commerce. “The study proves that social networks have advanced from the place of advertising to become a purchase channel option for consumers, much because of the past offer by small entrepreneurs. WhatsApp stands out in this direction, having strong growth, with four percentage points in comparison with the year. 

To access the full report, please click here.