Delivery restriction is the biggest complaint of Brazilians in online shopping

One of the main advantages of e-commerce for the consumer is the convenience of buying and receiving products without leaving home. However, this scenario is not always what is presented for some Brazilians because of logistical bottlenecks that make delivery impossible in certain regions. This unavailability by ZIP code is, for 33.9% of respondents by the survey “Optas in Food Retail”, the biggest reason for frustration when making online purchases.

The survey by Neogrid, a technology and data intelligence ecosystem that develops solutions for the management of the consumer chain, in partnership with Opinion Box, a reference company in technology for market research and customer experience, shows how consumers react when a product is not available for delivery in their region. According to the study data, 58,7% of respondents seek alternatives on other sites, while 25,1% verify the availability of the item in physical stores. About 15,8% of respondents say they have already given up on the purchase definitively.

The Neogrid/Opinion Box survey also assessed the level of consumer frustration in different regions of the country. The midwest leads with 35.8% of dissatisfied, followed closely by the southeast (34.3%) and south (34%). The northeast records 32.9% of frustration, while the North, 31.3%.

Urgency is decisive at the time of purchase

In addition to price, urgency is a factor considered decisive at the time of purchase. The survey indicates that if a product is unavailable on the site, delivery cannot be made at the address of the consumer or there are inconsistencies in the description of the item, most respondents choose to search for the product on another site.

“It is essential to be aware of the pains, needs and demands of the shoppers. Manufacturers and retailers who recognize the importance of following trends and implementing solutions and strategies in all links of the consumer chain end up standing out in the” market, says Dionaldo Passos, head of the Supply Chain business unit of Neogrid. “This approach ensures competitiveness, attractiveness and transparency in the eyes of customers.”

Respondent profile

The survey was conducted online, in the Opinion Box Respondents Panel, between June and July 2024, with more than 2 thousand people from all over Brazil over 16 years and from all social classes who are responsible or partially responsible for the purchases of the house.