The advancement of digital payment methods has accelerated significant changes in online consumer behavior in Brazil. It’s no surprise that Pix — the instant payment system implemented by the Central Bank of Brazil in 2020 — is consolidating its position as the preferred method for transactions in the country’s e-commerce.
According to the study “Global Expansion Guide for High-Growth Markets”, by Canadian fintech Nuvei, by 2027 Pix will account for over 50% of operations in the sector, surpassing the use of credit cards, which are expected to represent 27% of transactions.
In 2024, this payment method already accounted for 40% of transactions in Brazilian e-commerce. Its popularity stems from its speed, convenience, and lack of fees for consumers — features that have made it particularly attractive to unbanked individuals or those with limited access to traditional financial services.
The introduction of innovations like Pix por Aproximação, released by the Central Bank in February 2025, promises to further boost this trend. The functionality allows consumers to make payments simply by bringing their phone close to the card reader, similar to contactless card use, making transactions even faster and more intuitive.
Meanwhile, other payment methods show variations in their market share. Digital wallets, for example, accounted for 7% of e-commerce payments in 2024 and are projected to represent 6% by 2027. The use of bank slips continues to decline, with an expected drop from 8% to 5% in the same period.
Rebecca Fischer, co-founder and Chief Strategy Officer (CSO) of Divibank, explains that these changes reflect Brazilian consumers’ rapid adaptation to technological innovations in the financial sector. “The growing preference for Pix highlights the search for more efficient and accessible payment solutions, indicating a significant transformation in online shopping behavior in the country. Another novelty gaining traction in the e-commerce universe is Pix por Iniciação, which allows consumers to make payments directly at checkout without needing to copy and paste codes or open their banking app. The smoother experience reduces steps in the checkout process and, according to industry experts, may contribute to higher conversion rates, especially for purchases made via mobile devices,” she states.
