PIX remains the preferred payment method for Brazilians in online shopping during Carnival, but it’s starting to share space with other digital payment methods. This is revealed by an exclusive survey conducted by Tuna Pagamentos, Brazil’s leading payment orchestration company, which analyzed data from over 40,000 e-commerce businesses during the festive period.
According to the published figures, 77% of e-commerce sales during Carnival 2025 were paid via PIX, solidifying the instant transfer tool as consumers’ favorite. In the preference ranking, NuPay comes in second place, accounting for 12.50% of transactions, followed by credit cards with 9.92% and bank slips with just 0.28%.
Payment diversification gains momentum
One notable finding in the survey is PIX’s relative decline compared to the same period the previous year. On Carnival Monday 2024, the method had been chosen in 92% of transactions, 16 percentage points higher than recorded in 2025.
According to Alex Tabor, CEO of Tuna Pagamentos, this change reflects a positive scenario of greater payment method diversification. “This movement shows how payment method diversification is creating a smoother experience for consumers. It’s positive because now people can choose the most convenient option for each situation without relying on a single method,” says the executive.
Notable is the emergence of NuPay, a payment solution that in its first year of implementation has already captured 12.50% of transaction share. “This NuPay data is interesting as it also shows consumers’ growing preference for more modern solutions,” adds Alex.
Transaction volume hits record
Despite PIX’s percentage reduction, the total payment volume processed by the platform during Carnival 2025 (from Friday, February 28 to Tuesday, March 4) reached an impressive R$106.5 million, representing a 328% increase compared to the same period in 2024, when R$24.8 million was recorded.
The growth is even more significant when compared to 2023, when the Total Payment Volume (TPV) was just R$4.9 million, showing growth exceeding 2,000% in just two years.
Credit cards also gained share, rising from 6% in 2024 to nearly 10% in 2025, demonstrating that consumers are taking advantage of the diversity of payment options available in the market.
Carnival Monday boosts online sales
Tuna’s survey used Carnival Monday (March 3) as its main reference point, a date that recorded a sales peak compared to other regular Mondays during the year. This behavior suggests many revelers took advantage of rest moments during festivities to make online purchases.
“This survey’s results highlight the importance of offering multiple payment options in e-commerce, reflecting the evolution of consumer behavior. Payment method diversification not only expands possibilities for the public but also strengthens financial inclusion, allowing more people to access online shopping safely and conveniently,” concludes Tuna’s CEO.
The scenario presented by the survey reinforces the trend of digital transformation in the payments sector, pointing to a future where user experience becomes increasingly personalized and efficient, with consumers having greater freedom to choose how they want to pay for their purchases.
