The success of Pix is already known, but 2025 also marks its consolidation as the main payment method in Brazilian e-commerce. With features like recurring payments, contactless (NFC), and biometric authentication, Pix has already surpassed credit cards as the most used way to pay for online purchases. The projection is that the technology will surpass the mark of 50% of all digital transactions by 2027.
According to industry experts, the rise of Pix reveals a new reality for digital retail: when consumers value the payment method as much as the brand itself, those who adapt and innovate come out ahead—gaining more loyalty and boosting sales.
“For the digital Brazilian, convenience and security are priorities. Offering these is the way to win long-term customer loyalty,” comments César Garcia, CEO of OneKey Payments. “However, to continue delivering value, innovation must persist. The evolution of Pix—from a peer-to-peer transfer tool to a central e-commerce solution—shows that understanding local consumer mentality is essential. The preferred payment method can be the difference between a completed sale and an abandoned cart.”
According to a study , nearly three in four Latin American consumers (73.1%) say their favorite payment method directly influences their choice between two online stores. For 14.1% of them, the requirement is even stricter: if the site doesn’t offer their desired payment method, the purchase simply doesn’t happen. ‘Just as Pix has shown, e-commerce platforms also understand that payment isn’t just about technology—it’s about trust, loyalty, and sustainable growth,’ adds Garcia.
Since its launch in 2020, Pix has grown rapidly and become the dominant payment method in Brazil—both in-person transactions and, increasingly, in online purchases. With a no-fee, fast, reliable, and practical proposal, Pix has proven that a simple solution can create a strong bond between consumers and brands. Now, with new features, it confirms that innovating in payments means anticipating demands, not just reacting to them.
“What drives Pix’s continued success isn’t just speed or convenience—it’s also the capacity for innovation,” says Garcia. “New features like Pix contactless, Pix Automático (scheduled payments), and biometric authentication are raising the standard. Pix Automático, for example, allows recurring payment scheduling—ideal for subscription models or monthly charges. These advances not only improve the consumer experience but also help businesses connect with digital audiences and simplify checkout across different devices and user profiles.”
He adds: ‘And what does this mean for those selling online? More options to receive payments via Brazilians’ preferred payment method—but also a warning for those who want to stay competitive: you must anticipate expectations and always deliver the best experience.’
The market has already noticed this shift. According to the same survey, 91.9% of retailers consider it ‘essential’ or ‘important’ to offer payment methods preferred by customers. Yet, 81.6% admit they can’t notify users when a payment method is temporarily unavailable—a flaw that could hurt conversions at the most sensitive point of the shopping journey.
“This disconnect can undermine the entire customer experience right at the finish line,” warns Garcia. “In 2025, consumers are making it clear: payment is no longer a backstage operation but an essential part of the brand experience.”
Garcia believes Pix will continue evolving and integrating with mobile-first platforms, loyalty programs, and even AI-powered personalized solutions. Its influence on e-commerce will only deepen. For online businesses, the message is straightforward: understand your customer, value their preferences, anticipate habit and behavior changes—and never underestimate the power of Pix.
