Expert offers essential guidance to avoid scams during the busiest period in e-commerce
Black Friday moves commerce and attracts consumers looking for discounts, but it also expands opportunities for scammers. According to Serasa Experian’s 2025 Identity and Fraud Report, 51% of Brazilians suffered scam attempts in the last year — a scenario that intensifies during periods of high volume of purchases, especially in the digital environment.
“Black Friday is one of the most intense periods in retail. Just as large in-person events attract criminals, the same happens on these dates in the digital environment”, highlights Adilson Neves, commercial director at Paytime. An Axur study revealed that in 2024, credit and debit card exposure increased 26 times compared to the previous year, while the number of leaked credentials grew 13 times.
Prevention for retailers: technology and reinforced security
For traders, financial loss is often the main risk. “At the end of the day, the loss usually falls on store owners, who can be held financially responsible in some cases, such as the use of cloned cards”, analyzes Neves. The expert’s main recommendation is investment in anti-fraud technology.
An effective solution is to work with automated behavioral analysis and reinforced authentication (such as 3DS). “If, for example, a store has an average ticket of R$100 and a transaction of R$3,000 appears, the system already issues an alert, identifying suspicious patterns in real time”, he explains. Furthermore, those who sell through social networks must use payment links with encryption and authentication to guarantee the security of the transaction.
Prevention for consumers: be wary of irresistible offers
Consumer impulsivity is the key factor that scammers exploit. “On Black Friday, consumers are more likely to act on impulse, which creates a perfect scenario for scammers”, comments Neves. To avoid falling into traps, consumers should follow the following tips:
- Suspect very low prices: Offers with values below the market average are a strong indication of fraud.
- Pay attention to phishing: Avoid clicking on links or providing data in communications received via WhatsApp or email, as these are common methods of fraud. In 2024, Brazil remained among the countries with the highest incidence of this type of scam, according to Axur.
- Check the reputation and security of the Store: Check the reputation of establishments on platforms like Reclame Aqui, search for security certificates on the website (the padlock icon in the address bar) use platforms like to assist with checking.
- Prioritize your credit card: This type of payment generally offers more protection and ease of chargeback in cases of fraud.
- Be careful with social networks: Even when selling via Facebook, Instagram and other platforms, analyze the credibility of the profile and the offer before making the purchase.
