Brazilian e-commerce faces cart abandonment above 60% and seeks solutions to increase conversion

Brazilian e-commerce continues to expand rapidly, but still faces challenges that directly impact sales conversion, especially at the time of payment. According to a Moosend survey, more than 60% of online purchases are not finalized, due to authorization failures, long processes and redirections that affect consumer confidence. Pix, which already represents more than 50% of digital transactions in the country, according to the Central Bank, requires fast and safe checkouts. Each percentage point lost in conversion means billions of reais in potential revenue. The Brazilian Electronic Commerce Association (ABComm) projects that the 20 moves should be 2.

For Hugo Venda, CEO of UnicoPag“The timing of payment is the most critical point of the online journey, where every investment in marketing, traffic and customer experience can convert into selling or get lost in cart abandonment. Technologies such as real-time anti-fraud, smart retentive and custom checkouts are key to increasing the approval rate and reducing” losses, he says.

Experts point out that the adoption of solutions that integrate payments, automations and e-commerce management in a single platform has proven decisive. Transparent, customizable and aligned checkouts to the buyer profile not only increase approval rates, but also strengthen loyalty and improve operational efficiency. The combination of native payment methods, such as Pix, with anti-fraud and smart retentive technologies allows retailers and marketplaces to capture sales previously lost, turning payment into a strategic competitive advantage.

According to Hugo Sale, looking at payment as part of the experience and investing in technology to make it fluid, safe and tailored to the customer profile will be a competitive differentiator in the coming years.“Who treat payment as part of the experience and invest in technology to make it fluid, safe and tailored to the customer profile will have clear competitive advantage in the coming years”, concludes.