Ranking reveals top consumer complaints in Brazil

Problems like delivery delays, misleading advertising, and unsatisfactory service are among the key reasons for consumer dissatisfaction with their buying experiences. This is shown by the CX Trends 2025 study, conducted by Octadesk, the LWSA customer service platform, in partnership with Opinion Box.

According to the survey, the main problems reported by consumers include products or services with quality below expectations (26%), delayed deliveries (24%) or non-deliveries (21%), misleading advertising (24%), service issues (20%), and a lack of response to complaints and requests (18%).

"Research clearly shows 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 necessity," says Rodrigo Ricco, founder and director of Octadesk. "Monitoring these pain points allows for proactive action, 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 action from brands to improve their experiences, such as the quick resolution of problems (37%), expanded shipping options (37%), discount coupons for future purchases (33%), and reduced delivery times (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 how 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% Brazilian consumers made purchases both online and in physical stores, reinforcing the hybrid consumer behavior.

Among the most influential factors in purchasing decisions 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 channels for purchasing 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 proves that social media has moved beyond advertising to become a purchase channel option for consumers, largely due to the offerings of small entrepreneurs. WhatsApp stands out in this regard, showing strong growth, with four percentage points more compared to last year," highlights the Octadesk director. 

To access the full report, click here.