Datafolha: Buyer checks prices and reads complaints – 06/29/2023 – Tech

Seven out of ten Brazilians who access the internet shop online (69%), according to a Datafolha survey. The practice is even more popular among those between 16 and 24 years old (91%), in the group with monthly family income above 5 minimum wages (88%) and among the most educated (86%). Before making a digital purchase decision, though, they look for as much information as possible about the store.

Of those interviewed in the survey, 79% always research prices —the habit is prevalent in all segments of the population. In addition, 74% usually read the comments of other consumers about the product and 59% check the internet for complaints about the company.

Despite the adhesion, half (52%) still gives preference to retailers that also have the traditional physical units.

International digital consumption is also spreading in Brazil — the consumer, however, understands that this activity is riskier. Of those interviewed with internet access, 40% say they have already purchased online from other countries, but only 19% of them rate the practice as “very safe”.

As purchasing power increases and age decreases, the percentage of supporters grows. The index rises to 63% in the 16 to 24 age group, 61% among those with higher education or family income above 5 minimum wages, 55% in the 25 to 34 age group and 51% in the stratum that earns from 2 to 5 minimum wages (51%).

Regarding transaction security, even those who lived through the experience are still apprehensive. Only 33% of those see the habit as “very safe”.

Datafolha surveyed 2,010 people aged 16 or over across the country. Only responses from respondents who said they bought online (1,374 people) were considered. The margin of error is two percentage points.

Why, then, do they decide to take the risk? The reasons vary, according to Edu Neves, CEO and co-founder of Reclame Aqui. According to him, part of the consumers understood that there are good opportunities, offered by honest stores, in a dangerous terrain. Another part buys because it’s cheap and thinks the bargain is worth it. There are still those looking for products that have not yet been launched in Brazil.

Reclame Aqui surveyed the volume of complaints, the solution rate and the most common complaints related to four major retailers in the sector: Aliexpress, Shopee, Shein and Farfetch. Amazon and Market Livre, which also sell abroad, were left out due to the low number of foreign transactions.

Together, the aforementioned companies received 110,415 complaints in 2021 and 268,658 in 2022. From January to May of this year, Reclame Aqui registered 142,765 complaints. As a comparison, in the first five months of 2021 and 2022, there were 35,398 and 77,580, respectively.

The average problem resolution rate has remained stable: it reached 67.8% in 2021, dropped to 67.2% last year and remained at 67% until May 2023. There are fewer solutions for international purchases than domestic ones: at large retailers online Brazilians, the average is 85%.

As for the main complaints, three remain on the podium since the first survey: “refund of the amount paid”, “product not received” and “delay in delivery”. In recent years, complaints about “exchange-return” and “poor service” have entered the top five ranking in place of “wrong product” and “false advertising”.

For Neves, the list makes it clear that international transactions are different from national ones. Two risks emerge: the purchase does not arrive or arrives incorrectly. “Exchanges or refunds are starting to appear now, and it’s almost impossible to get them. These companies don’t have structured reverse logistics,” he says. As an evolution, he cites the disappearance of “misleading advertising” from the list.

At Procon-SP, the average consumer success rate against e-commerce providers is 75% —the agency does not separate national and foreign retailers. If a problem occurs, the first step is to try to resolve it with the company itself, recommends Rodrigo Tritapepe, director of customer service at the institution. Afterwards, the consumer must look for Procon. Some foreign companies already have representation in the country, even without a registered CNPJ, and respond to the body.

Through the institution, in a maximum of 30 days, the person has access to a document that can be used to activate the means of payment involved. “In the case of a Brazilian credit card, this helps to suspend payment or obtain a refund.”

If none of that works, the third step is to go to a Special Civil Court – the citizen does not need a lawyer when the amount claimed is less than 20 minimum wages.

According to Vidal Serrano, director of the Faculty of Law at PUC-SP, Brazilian legislation applies to foreign suppliers, but the process can be more difficult. “If the company does not have representation here, the cost becomes very high and the result is uncertain.”

Gustavo Kloh, a professor at FGV Direito Rio, explains that the Consumer Protection Code does not differentiate between international purchases, but, in practice, there are obstacles. “How do I assert my right if the supplier is not in Brazil? It is difficult to find him abroad.”

To reduce the risk of falling into a trap, it is important to research the company’s reputation on sites such as Reclame Aqui and on the consumer.gov.br portal, in addition to checking whether it is registered and verified with the Procon-SP. On marketplaces, review seller reviews and avoid buying expensive beauty or technology products — there are a lot of counterfeits in the small stores on these platforms.