The dynamic between buyers and sellers in the retail sector often leads to conflicts, necessitating a deeper understanding of customer complaints. The Internet is where customers can voice their opinions to influence purchasing decisions and shape company reputations. Brazil, recognized among the top 10 countries with the highest expectations for e-commerce growth worldwide in 2022, demonstrates a rapidly expanding market ready for exploration. This study addresses the problem by applying Latent Semantic Analysis (LSA) to analyze complaints about Americanas S.A., a large retail company on the Reclame Aqui platform, using the company as a case study for broader methodological application. Our findings reveal significant uniformity in complaints across Brazil, primarily concerning order processing, delivery, and product quality. These insights offer actionable intelligence for retailers to refine their customer relationship management strategies and for the government to strengthen consumer protection policies, demonstrating the utility of LSA in improving customer satisfaction and trust in the retail landscape.