Imagine that on any given day you decide to search for the prices of a new coffee maker and find an advantageous offer that offers an additional discount for payments via PIX. Immediately, you decide to make the purchase. You add the product to your shopping cart, enter the delivery address, but when it comes time to make the payment, you realize that your smartphone is dead, meaning you will need to wait to make the payment. After 30 minutes, you don’t even remember that you left the coffee maker in the shopping cart and didn’t complete the purchase.
The scene described above is more common than one might imagine. This is because PIX has already become one of the favorite payment methods for Brazilian consumers. According to a survey conducted by Worldpay, a global leader in payment solutions, the technology already accounts for 30% of the value transacted in digital commerce, and projections indicate that it should reach 50% by 2027. In addition, it is common for consumers not to complete their online purchases and even forget to return to them out of mere distraction or some other situation that occurs at the crucial moment for e-commerce.
The growing use of this payment method is, of course, interesting for e-commerce. After all, in addition to being another option for consumers, it has also opened up an interesting opportunity for real-time receipt of the full value of the products offered. As an incentive, many stores even choose to offer additional discounts to those who choose PIX when completing their purchases.
However, as not everything is rosy, there are dropouts before the transaction reaches completion, and due to this consumer behavior – among several others – the need for the development of special solutions emerges to help online stores increase sales conversion and reduce payment abandonment rates.
Such tools operate in an automated manner, through customized triggers, monitoring orders where the selected payment method is PIX to send customized reminders to the consumer if they do not complete the purchase of that specific product or service, thus preventing lost sales for the e-commerce. Activation occurs whenever payment is not detected within a timeframe of up to 20 minutes. Consumers are prompted by the platform through automatic reminders, via email, SMS, or WhatsApp. In many cases, online stores offer additional incentives such as free shipping, discounts, or cashback for the consumer to complete the purchase.
The solution even brought impressive results during Black Friday 2024. Online stores specializing in women’s fashion, streetwear, and handmade soap products, which started using the solution about three days before the official date of the global event, recorded an average of 67% views of forwarded messages with reminders about unrealized purchases, with the most positive aspect being that about 32% of the transactions were completed via PIX after sending these reminders. The outcome is significant and positions the solution as a positive choice for the Brazilian e-commerce.
