Ranking mostra principais queixas dos consumidores brasileiros

Issues such as late deliveries, misleading advertising, and poor customer service are among the main reasons consumers are dissatisfied with their shopping experiences. This is according to the CX Trends 2025 study, conducted by Octadesk, LWSA's customer service platform, in partnership with Opinion Box.

According to the survey, the main problems reported by consumers include products or services with lower than expected quality (26%), late deliveries (24%) or non-deliveries (21%), misleading advertising (24%), problems with customer service (20%) and lack of feedback on complaints and requests (18%).

"The research makes it clear that consumers are increasingly demanding and attentive to the quality of products and services. For companies, this data is a wake-up call: 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 us to act proactively, correcting flaws in service, logistics, and communication to ensure a stronger and more trustworthy 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%), expanded shipping options (37%), discount coupons for future purchases (33%) and reduced delivery time (32%).

"Brazilian consumers have made it clear what they expect: speed, clarity, and empathetic service. For brands, this is an opportunity to stand out, not just 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 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 consumer behavior.

Among the most influential factors in the purchase decision are free shipping (62%), product or service quality (56%) and competitive price (53%) — the same items that, when poorly managed, lead to 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, demonstrating the growing importance of social media in Brazilian commerce. "The study shows that social media has moved beyond advertising to become a purchasing channel option for consumers, largely due to the offerings from small entrepreneurs. WhatsApp stands out in this regard, experiencing strong growth, up four percentage points compared to last year," highlights the director of Octadesk. 

To access the full report, Click here.