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6 in 10 Brazilians stop buying from a brand after being scammed, study shows
branddi ·
A digital scam can create considerable ruptures in the relationship between consumers and brands, shaking trust in the company whose image was used inappropriately — even when it has no responsibility for what happened. This is what Branddi's new research finds, which found that, today, 60% of Brazilians would stop buying from a brand after a scam.
This is because, in general, the majority of those interviewed by the specialist in brand protection in the digital environment demonstrated that they took a break from purchasing products or services after negative experiences associated with business. 26% of them, for example, said that they would definitely stop purchasing from the company in issue, while 22% stated that they would only resume consumption after adopting clear protection and control actions. 12% were emphatic: they would avoid the brand for at least a while. class="w-richtext-figure-type-image w-richtext-align-center" data-rt-type="image" data-rt-align="center">The data shows that the damage to a company's reputation can be long-lasting, especially if it does not adopt an active stance of prevention and response to digital scams. In a scam, the affected customer generally associates this negative experience with the company itself, even if it was not responsible for the fraud. Therefore, taking care of the digital presence goes beyond a technical issue: it is an essential strategy for managing reputation and trust.”
Break in trust that spills over into recommendations
The consequence of breaking trust does not end with abandoning a purchase. The research also reveals that the willingness to recommend a brand is also affected when the consumer or someone close to them suffers a scam.
To give you an idea, 41% of respondents stated that they lose confidence and make a point of warning other people after going through a negative experience involving scams. Another20% stop recommending the brand even without knowing whether it had direct responsibility.
This behavior of self-protection and collective alert reinforces the role that digital reputation plays in communication and marketing strategies, especially in a scenario in which social networks and marketplaces have become some of the main channels for online scams.
It is worth noting that, according to the study participants, Next, fake websites appearing as an official store (60%) and emails or messages that direct to pirate portals (52%).
Considering the aforementioned scams, which are configured as unfair competition(by using the image of a brand to confuse consumers into fraudulent actions), Procon has been warning the population about this fraud model. The agency draws attention to the use of fake profiles and artificial intelligence as resources to simulate campaigns from well-known companies, generally offering products at below-market prices or unrealistic advantages, with the aim of misleading consumers. influence currently”, explains the CEO of Branddi.
Protective actions are a criterion of trust
The good news for brands is that, even after negative experiences, many consumers show a willingness to reevaluate their decisions, as long as they perceive a responsible and transparent stance on the part of companies.
For 53% of respondents, the implementing more visible protection measures on the websiteis the main factor that would increase credibility after a scam. Another 42% mentioned the importance of a public stance on the case, and 42% value strengthening communication about fraud through official channels.
This is a good opportunity for e-commerces and marketplaces that arouse distrust among consumers to change this perception. Today, large brands in the retail sector are targets of fraudulent actions and end up falling into a place of suspicion, having their reputation compromised. Among them, the most cited in the survey were OLX (50%), Temu (36%), AliExpress (29%), Shoppe (29%) and Mercado Livre (28%).
“Brands can no longer wait for a problem to happen before taking action. Today, consumers expect companies to be attentive, communicate risks and act preventively. Taking on a place of guidance on their own channels, educating the population in advance, is also an extremely well-regarded attitude. This digital responsibility helps build the trust that customers place in brands”, he adds Daminelli.
Points of attention for brands
Implementing specific measures, such as constant surveillance and removing false advertisements and websites, is the first step towards regaining consumer trust or building that of a potential customer. But, in addition, businesses must also know the weaknesses of consumption habits, identifying the points where they can help people in the purchasing journey.
Of the study respondents who fell (or almost fell) for a scam, 50% attributed the case to the impulse in front of a very attractive offer, 42% claimed to be in a hurry or distracted at the time of purchase, and 37% indicated inattention to details such as URL, logo or brand name.
“Even if these factors are outside the brands' direct reach, some actions can be taken to avoid as much as possible the situations mentioned by the interviewees: making prices of products and services always very clear and accessible, maintaining a visual identity and language that is easily identifiable and communicating regularly with the consumer through official service and sales channels. All of this contributes to reinforcing the company's credibility and reducing the opportunities for scammers to act”, concludes Daminelli.
Methodology
Public: 500 Brazilians were interviewed from all states in the country, including women and men, aged 18 and over and from all social classes.
Collection: the study data was collected via an online research platform.
Collection date: carried out on June 12, 2025.