System errors frustrate customers and jeopardize trust in e-commerce
*By Cleyton Leal
The rise of e-commerce has transformed the way Brazilians buy products and how brands build their digital competitiveness. Today, approximately 821,000 Brazilians make at least one online purchase per month, according to the report. Identity and Fraud 2025, from Serasa Experian. However, 48% have already given up on completing the transaction due to a lack of trust in the platforms. In this context, so-called "downtime," which refers to periods during which systems and websites are unavailable, represents one of the greatest risks for digital retail, as it not only interrupts sales but also compromises the perception of security and weakens trust with customers.
In this sense, global data helps to measure the impact of downtime on companies in the retail sector. The survey The Hidden Cost of DowntimeA study by Splunk, a Cisco affiliate, indicates that the world's 2,000 largest companies accumulate around US$400 billion annually in costs related to systems or website downtime. In South America, the estimated loss reaches US$208 million annually. Although the immediate drop in sales represents about a quarter of this amount, the more lasting damage lies in the loss of consumer trust and the erosion of brand credibility, factors that require considerable investment and a long term recovery.
When this scenario is analyzed from the perspective of periods of high retail demand, the risk of downtime becomes even more evident. Black Friday, for example, concentrates, in just a few days, a volume of transactions capable of altering the sector's annual performance. According to the report consolidated by Confi.Neotrust's Hora a Hora platform, Brazilian e-commerce generated R$9.38 billion in transactions between November 28 and December 1, 2024, an increase of more than R$101,300 compared to the previous year.
Consumption profile and the impact of downtime
Furthermore, consumers who participate in these types of events often arrive at the website prepared, after research and price comparisons, expecting speed, stability, and security. A technical failure at this point threatens not only immediate revenue but also compromises relationships with an increasingly strategic customer profile for retail.
During Black Friday, consumer behavior also intensifies demands on technology systems. It's common for customers to open multiple tabs simultaneously, compare prices, add multiple items to their cart, and wait for personalized suggestions in real time. This pattern requires increased processing capacity and scalability from the infrastructure, especially to support peak traffic.
In this context, the adoption of cloud solutions It allows for rapid testing and scaling of available resources, in addition to reducing physical infrastructure costs. Therefore, for technology to no longer be seen as a cost, IT departments must be integrated into business strategies, as their investments directly impact operational continuity and customer satisfaction.
Disruptions to digital operations cause damage that goes beyond the immediate financial impact. Website downtime directly affects brand image, causing consumer dissatisfaction and raising questions about the security of their personal data, for example. This scenario hinders loyalty strategies and compromises business sustainability.
On the other hand, ensuring stable operations and offering a personalized experience strengthens customer relationships. The intelligent use of available data allows for the recommendation of complementary products and simplifies the purchasing journey, including after-sales, increasing the value perceived by the consumer.
Risks and cybersecurity
During Black Friday, payment platforms face high risk due to the intense volume of transactions involving sensitive personal and financial data. This environment attracts attacks such as card fraud, hacking attempts, and system overloads, which can compromise operations. To mitigate these risks, it's essential to implement features such as multi-factor authentication, data encryption, and continuous monitoring, which protect information and ensure the stability necessary for e-commerce operations. Adopting these security layers is crucial to prevent financial losses and maintain consumer trust.
Given this scenario, investing in technological infrastructure to ensure stability and security during Black Friday becomes essential for digital retail. Each disruption directly reflects financial losses and a decline in consumer confidence. Scalable cloud solutions, combined with artificial intelligence, enable operational capacity to be adapted to fluctuations in demand and strengthen protection against potential cyberattacks. This investment defines companies' strategic positioning in the market and impacts their ability to lead and sustain operations during the biggest sales event of the year.
*Cleyton Leal is the Application Services Leader at SoftwareOne, a leading global provider of end-to-end solutions for software and cloud technology.
Notice: The opinion presented in this article is the responsibility of its author and not of ABES - Brazilian Association of Software Companies
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