OLX, Temu and AliExpress: study reveals the e-commerce and marketplaces that bring more distrust to consumers

A digital coup can create considerable disruptions in the relationship between consumers and brands, shaking trust in the company whose image was used improperly 'EVEN when it has no responsibility for what happened. Today, major brands in the retail sector are the target of fraudulent actions and end up falling into a place of suspicion, having their reputation compromised. 

This is what the new research by Branddi, a specialist in brand protection in the digital environment, found, which revealed e-commerce and marketplaces that currently bring more distrust among consumers, the most cited in the survey were OLX (50%), Temu (36%), AliExpress (29%), Shoppe (29%) and Mercado Livre (28%).

It is worth noting that, according to the participants in the study, fake ads on social networks are the most common type of scam in their social circles (71%). Following are fake websites posing as an official store (60%) and emails or messages that direct to pirated portals (52%).

Considering the mentioned scams, which are configured as unfair competition (using the image of a brand to confuse consumers in 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 of well-known companies, usually offering products with prices below the market or unrealistic advantages, in order to mislead the consumer. 

Diego Daminelli, CEO of Branddi, talks about the importance of business being protected in order to maintain the bond with consumers: “When a brand is used in a scam, the affected customer usually associates this negative experience with the company itself, even if it has not been responsible for fraud. Therefore, taking care of the digital presence goes beyond a technical issue: it is an essential strategy of reputation management and of trust”.

Protective actions are a criterion of trust

The good news for brands is that, even after negative experiences, many consumers are willing to reevaluate their decisions, as long as they perceive a responsible and transparent attitude on the part of companies.

For 53% of respondents, a implementation of more visible protection measures on the website it is the main factor that would increase credibility after a coup. Another 42% mentioned the importance of a public position on the case, and 42% value the strengthening of communication on fraud in official channels.

“Brands can no longer wait for the problem to happen to act. Today, the consumer expects companies to be attentive, communicate risks and act preventively. Assuming a place of orientation in their own channels, educating the population in advance, also shows itself as an extremely well-regarded attitude. This digital responsibility helps in building the trust that the customer places in the” brands, concludes Daminelli.

methodology

Public: 500 Brazilians from all states of the country, including women and men, aged from 18 years and all social classes were interviewed.

Collection: the study data were collected via an online survey platform.

Collection date: held on June 12, 2025.