Geral
Por medo de golpes, 7 em cada 10 brasileiros deixaram de comprar online
BranddiIP Team ·
Seven out of ten (71%) online consumers stopped buying products or services on the Internet for fear of being scammed, according to a survey carried out by Branddi, a brand protection company in the digital environment.
Within this universe, the majority of people did not make the purchase or because they did not feel safe on the e-commerce platforms (20.5%) where they were purchasing or because they were suspicious of advertisements on social networks (15.5%).
In the assessment of Diego Daminelli, CEO of Branddi, numbers like these reinforce how, in addition to the security strategies themselves, which exist to protect platforms from invasions and virtual scams, brands must also pay attention – and increasingly – to how their images are used by scammers on the Internet.
More than losses in sales, companies also face reputational crises. “People are already aware of some types of scams, such as false notices about card purchases that arrive via WhatsApp, for example,” he says. "However, not everyone knows how to recognize a fake ad, profile or even a fake website. When they fall for a scam because of this, much of the blame goes, unfairly, to the brand itself – as it is also a victim", he continues.
In fact, the Branddi study shows that 82% of those interviewed have already come across these attempted scams on the Internet. The majority (around 45%) point out that they involved manipulated ads on social networks, such as Facebook, Instagram and TikTok. Another 15.5% report that the fraud involved fake profiles on the same platforms.
The strategy is simple: create campaigns identical to those of brands, but with much lower prices than the originals. This means there is a greater chance of being clicked on and, in some cases, of false sales occurring. “It has happened in all sectors: from electronics to perfumeries, from clothing to large marketplaces”, explains Daminelli.
The criminals' objective is to make the customer buy the product through the fake profile or advertisement and then never deliver it. e-commerce (7.6%), for example. For Branddi's CEO, this is explained by the ease of producing fake ads and publishing them on social media. on the other hand, in such a large space of information flow, they need to be aware of how their image may be being manipulated. From a reputation point of view, this is a disaster”, he reinforces. He heard from four out of every ten of them (37.4%) that they did.
More than that, the most common occurrence had been, precisely, from a false advertisement on the networks (11% of cases), followed by fake profiles (6.3%). “These numbers are still very high, not only for the online shopping experience, but also for people's relationship with brands – which, in our retail, is a central element for retaining customers and attracting new ones”, concludes Daminelli.
''The data shows that consumer confidence is under attack. Shielding the brand against misuse and digital scams is no longer just an option – it is a question of survival in Brazilian digital retail,'' he concludes.
Methodology
Branddi's research interviewed 500 online consumers of all ages and from all states in the country in August 2025.