Black Friday, traditionally held in the last week of November, boosts the sales volume of the and e-commerce Brazilian, but also puts the infrastructure of online stores to the test. Conversion's “E-Commerce Sectors” report shows that November concentrates one of the biggest traffic peaks of the year, followed by a drop of 8.6% in December, evidence of the exceptional volume of the period. A 2024 TecFlow study on Black Friday indicates that 55% of the shopkeepers faced slowness or instabilities and that 40% of the failures were linked to critical APIs, pressing checkout and authentication systems. Despite high interest, buying behavior reveals a paradox: more people arrive at the cart, but many do not complete the purchase. According to Radar e-commerce, the dropout rate can reach 82% in Brazil, influenced not only by fraud issues, but also by failures in the payment experience, such as uninformed additional costs, uncompetitive deadlines and complex checkouts.
Hugo Venda, CEO of UnicoPag The innovation expert highlights that the integration between technology and human service is essential for the evolution of payment methods: “True digital transformation happens when technology is at the service of people. By combining data, automation, and human support, we can generate more predictability and trust for retailers, transforming payment into a real growth factor.” The combination of analytical tools, automated processes, and continuous monitoring allows for identifying bottlenecks, adjusting flows, and improving the user experience, which tends to reduce operational costs and increase transaction efficiency.
With the increase in e-commerce competition, companies have been seeking solutions to avoid losses in the critical stages of the purchase journey. The combination of predictive technology, automation, and 24/7 advisory support proves efficient in transforming moments of rejection into opportunities for learning and quick action. This integration allows retailers to make more assertive decisions, adjust payment flows, and monitor indicators in real-time, increasing the efficiency and predictability of the sales process, even during high-demand dates like Black Friday.
For the future, UnicoPag's perspective is that online payment methods will evolve to unite data intelligence, personalization, and close customer relationships. In this context, Hugo Sale reinforces the strategic vision of the solution: “The gateway can be more than a technical service; it can become a partner for the retailer in the sustainable growth of Brazilian e-commerce, valuing both innovation and empathy in service.” This approach shows that investing in technology aligned with human support is not only an operational measure but a competitive differentiator that directly impacts conversion and customer loyalty.
