The Black Friday 2025 Barometer, released by Portal da Queixa, reveals that between November 1st and 30th, 9,778 complaints were registered — an increase of 7.76% compared to the same period last year.
The report points to a structural change in the consumer conflict in Portugal: for the first time, the quality of products delivered has surpassed logistics as the main reason for dissatisfaction, while digital fraud is growing to worrying levels.
According to the study, product quality now represents 29.82% of complaints, compared to 18.67% attributed to logistical problems. This shift reflects a new phase of e-commerce, in which consumers are more demanding with what they receive and less willing to accept excuses based exclusively on delivery delays.
Fraud and deceptive practices also have a record weight in the barometer, with 18.07% of complaints, signaling that digital schemes associated with Black Friday are no longer an emerging threat but have become a systemic problem. The report, prepared by Consumers Trust Labs, warns of the need to reinforce pre-purchase security and trust.
By sectors, areas related to e-commerce infrastructure continue to stand out: Mail, Transport and Logistics (12.79%), IT, Technology and Sound (11.46%), Communications, TV and Media (10.67%), Furniture, Decoration and Appliances (8.44%) and Shopping, Fashion and Jewelry (7.63%). Despite remaining at the top, logistics records a slight reduction in complaints; Among the most targeted operators, CTT Expresso (2.96%) and Paack (2.08%) stand out.
In the brands chapter, the main targets of complaints were Worten (5.46%) and CTT Expresso. Among telecommunications operators, MEO, NOS and Vodafone maintain a constant presence in the report, while in logistics there are frequent references to Paack, DPD and GLS. In digital retail, Primor was one of the entities with the highest volume of incidents.
The profile of digital complainants is active and urban: 53.7% are between 25 and 44 years old, the distribution by gender is practically balanced (50.9% men and 49.1% women) and the highest geographic concentrations of complaints are registered in Lisbon (29.49%) and Porto (17.35%).
At the conclusion of the document, Portal da Queixa highlights that Black Friday 2025 confirms a trajectory of growth in complaints and an increase in the maturity of the Portuguese consumer.
The report highlights that “quality, digital security and transparency are now the essential pillars for brands to be able to compete in an increasingly complex environment”.
Pedro Lourenço, founder of Portal da Queixa by Consumers Trust, highlights that “e‑commerce has become a minefield of fraud”, adding that “with almost one in five complaints related to security, brands need to reinforce cybersecurity and pre-purchase trust”.