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Seven out of ten Brazilians plan to make holiday shopping on Black Friday and Cyber Monday, Norton research says  

E-Commerce Update
By E-Commerce Update

O crescimento do e-commerce revolucionou a forma como as pessoas compram e vendem produtos, intensificando-se durante temporadas como Black Friday, Cyber Monday e as festas de fim de ano. Segundo uma pesquisa recente da Norton, the cybersecurity brand of Gen™ (NASDAQ: GEN), sete em cada dez (74%) dos entrevistados no Brasil aguardam essas datas de desconto para realizar suas compras de fim de ano. 

Todos os anos, espera-se um crescimento significativo de tráfego e transações nas plataformas digitais. No entanto, esse crescimento também atrai a atenção de cibercriminosos, que buscam aproveitar o aumento das atividades online para cometer fraudes e golpes. Neste contexto, especialistas da Norton destacam que a cibersegurança desempenha um papel crucial na proteção tanto de consumidores quanto de empresas. O uso de práticas apropriadas de segurança digital não apenas previne perdas financeiras, mas também fortalece a confiança dos clientes nos serviços digitais. 

Aumento dos golpes na temporada de compras 

Durante as temporadas de compras, os cibercriminosos intensificam seus esforços para atingir tanto os usuários finais quanto as plataformas de comércio eletrônico. “Um dos métodos mais comuns é o phishing, onde os golpistas criam sites fraudulentos parecendo serem lojas legítimas, enviando e-mails e mensagens de texto para roubar informações pessoais e financeiras das pessoas. Esse tipo de golpe é particularmente eficaz em épocas de alta temporada de compras, quando os consumidores estão focados em encontrar ofertas atrativas de produtos. A pressa para fazer compras a preços mais baixos, muitas vezes leva os usuários a deixar a guarda de lado e clicar em links suspeitos ou inserir dados em sites duvidosos,” diz Iskander Sánchez-Rola, Diretor de Inovação da Norton. 

O mesmo estudo da Norton revela que três quartos (76%) dos consumidores no Brasil já tomaram alguma ação para obter um código de desconto, como responder a pesquisas ou se inscrever em listas de e-mails. Desse grupo, 44% responderam a uma pesquisa, 40% interagiram com publicações nas redes sociais, 29% se inscreveram em listas de e-mails e receberam mensagens indesejadas. Curiosamente, 27% gastaram mais do que planejavam no seu pedido inicial para se beneficiar de um desconto ou frete grátis. 

No entanto, três em cada cinco (67%) dos entrevistados no Brasil disseram ter fornecido alguma informação pessoal para receber um desconto. Em relação às informações compartilhadas pelos usuários, o e-mail é o dado mais comumente fornecido (91%), enquanto 72% compartilharam seu nome, 61% seu número de telefone e 28% forneceram seu endereço residencial. 

Apesar da busca frenética por ofertas, ainda há altos níveis de preocupação com a possibilidade de serem enganados, já que 74% dos brasileiros disseram ter receio de serem vítimas de golpes durante eventos como Black Friday ou Cyber Monday. De fato, 32% já foram alvo de golpes durante as compras online de fim de ano, com 55% desses golpes relatados durante a Black Friday e 4% na Cyber Monday. 

Consequências das fraudes para consumidores e empresas 

O impacto das fraudes cibernéticas no comércio online pode ser devastador tanto aos consumidores quanto às empresas. Para os usuários, as consequências podem incluir perdas financeiras diretas, com a pesquisa da Norton mostrando que 83% das vítimas no Brasil sofreram perdas financeiras. Destes, a média de perdas dos que foram enganados foi de mais de 1.000 mil reais (R$ 1.307,18) – sendo o maior valor relatado de 45.000 mil reais ao fazer compras online, especialmente na temporada de fim de ano. 

Para as empresas, o custo de uma violação de segurança pode ser ainda maior. Além das perdas financeiras com fraudes, as organizações enfrentam possíveis multas por violação de regulamentos de proteção de dados, queda na confiança dos clientes e danos à reputação, o que são difíceis de reparar. Uma empresa que não protege adequadamente os dados dos clientes corre o risco de perder a lealdade de seus consumidores e sofrer uma queda nas vendas a longo prazo. 

A importância de uma cibersegurança robusta 

Diante do crescente risco, é vital que as empresas de comércio online tomem medidas proativas para garantir a segurança de suas plataformas digitais e dados dos usuários. Algumas práticas-chave de cibersegurança que devem ser implementadas incluem: 

  • Autenticação multifator (MFA): esse mecanismo adiciona uma camada extra de segurança além das senhas, tornando muito mais difícil para os golpistas acessarem contas com informações sensíveis.
  • Criptografia de dados: é essencial que as empresas criptografem todas as informações transmitidas entre o usuário e a plataforma, especialmente os dados de pagamento. Isso impede que cibercriminosos interceptem e leiam informações críticas. 
  • Monitoramento contínuo: monitorar constantemente as redes em busca de atividades suspeitas permite que as empresas detectem e respondam a ataques em tempo real, minimizando o impacto. 
  • Atualizações e patches de segurança: manter o software da empresa atualizado é crucial para proteger contra vulnerabilidades conhecidas. Os cibercriminosos costumam explorar falhas de segurança em sistemas desatualizados, por isso a instalação oportuna de patches é essencial.
  • Treinamento de funcionários: muitas violações de segurança ocorrem devido a erro humano. Treinar os funcionários para reconhecer e-mails de phishing, configurações inseguras e outras ameaças pode reduzir significativamente os riscos. 

Como se proteger como consumidor 

Os consumidores também devem adotar uma postura ativa na proteção de suas informações ao fazer compras online. Iskander Sánchez-Rola, Diretor de Inovação da Norton, compartilha algumas dicas para evitar se tornar vítima de fraude: 

  • Verifique a autenticidade dos sites: antes de fazer uma compra, é importante garantir que o site seja confiável. Recomenda-se verificar se a URL começa com “https” e se a empresa possui boa reputação. 
  • Evite links suspeitos: durante as temporadas de promoções, é comum receber e-mails ou mensagens de texto com ofertas. É importante não clicar em links suspeitos e, em vez disso, acessar diretamente o site oficial da loja. 
  • Use senhas fortes e exclusivas: não reutilize senhas em sites diferentes e opte por combinações de letras, números e símbolos para aumentar a segurança. 
  • Monitore as transações bancárias: revise frequentemente os extratos bancários, para detectar qualquer cobrança não autorizada. 

Methodology 

O estudo foi realizado online no Brasil pela Dynata, em nome da Gen, de 2 a 11 de setembro de 2024, com 1.000 adultos com 18 anos ou mais. 

E-Commerce Update
E-Commerce Updatehttps://www.ecommerceupdate.org
E-Commerce Update is a leading company in the Brazilian market, specialized in producing and disseminating high-quality content about the e-commerce sector.
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