Black Friday 2025 will be marked by the consolidation of new payment technologies that promise to radically transform the shopping experience of Brazilian consumers. With PIX breaking usage records, the arrival of PIX by approximation and the growing adoption of digital wallets, Brazilian retail is preparing for one of the most technological commercial dates in its history.
The figures prove this transformation: in September 2025, the Banco Central do Brasil the instant payment system recorded a record 290 million transactions in a single day, moving R$ 164.8 billion.
According to research from MindMiners, 67% of Brazilians already use PIX as their main means of payment, while 47% prefer credit card and 34% still opt for debit card.
“A Black Friday 2025 will be a game changer for Brazilian retail. For the first time, we will see the real impact of technologies such as PIX by approach and the Journey Without Redirection in a mass event.The expectation is that these innovations will drastically reduce cart abandonment and significantly increase conversion rates.In addition, the Automatic Pix is a tool of greater control and efficiency in the management of recurring payments and subscriptions, which can be carried out by the consumer in this period as a way of taking advantage of promotions and opportunities”, highlights the Business Director of Lina Open X, Murilo Rabusky.
The technologies that are changing Black Friday
1) PIX dominates payment preferences
O PIX consolidou-se como o meio de pagamento preferido dos brasileiros. Segundo prep from MindMiners “Brazilidades (How many Brasis fit in Brazil?”, about 73% of Brazilians say that PIX is the most used means of payment in everyday life. In e-commerce, according to projections from Ebanx/PCMI, the PIX is expected to account for 44% of the total value of online transactions by the end of 2025, surpassing credit cards (41%).
During Black Friday 2024, for example, the PIX had already demonstrated its strength, moving R$ 4.3 billion in transactions, with growth of 45.8% compared to the previous year, according to the Black Friday Report da Wake.
2) PIX by Approximation: touchless payments gain strength
Officially launched in February 2025, the PIX approach uses NFC (Near Field Communication) technology to allow consumers to make instant payments just by bringing the phone closer to the machine, without the need to open banking applications or scan QR Codes.
“This technology expands the use of Pix by improving the payment experience in various scenarios, such as public transportation payment, face-to-face purchases and payments at large events, where agility and ability to carry out the transaction are factors that count a lot. During Black Friday, where agility is critical to avoid purchase abandonment, this innovation can be decisive to increase PIX sales in physical retail”, says Murilo.
3) Jornada Sem Redirecionamento (JSR): o futuro do e-commerce
The No Redirection Journey represents a revolution for e-commerce. With this technology, consumers will be able to finalize PIX payments directly on the e-commerce checkout page, without having to be redirected to banking applications or external pages.
“The elimination of steps in the payment process should boost the adoption of PIX as a means of payment in online purchases”, says Rabusky. According to industry estimates, the PIX can reach up to 40% of online payments by 2026, consolidating itself as the second most used payment method in the country.
4) Digital wallets: safety and practicality
According to the Global Payments Report 2025 from Worldpay, 84% of Brazilians already use digital wallets such as PicPay, Mercado Pago, Apple Pay and Google Pay, one of the highest rates in the world.In some e-commerce segments, wallets already outperform credit card as the preferred payment method.
“Digital wallets bring important benefits to the consumer, such as encryption of card data, biometric authentication and reducing the risk of leakage of sensitive information. During Black Friday, when there is an exponential increase in transaction volume, the use of these tools can make all the difference in the security of ACHR purchases, highlights Azify financial technology and CRO expert Gustavo Siuves.
5) Biometrics and authentication: security first
Blockchain, cutting-edge encryption, advanced biometrics and multi-factor authentication make digital operations increasingly secure, in compliance with the General Data Protection Act (LGPD).
“A key tip is that consumers opt for digital wallets from companies recognized in the market, do not forget to enable two-step authentication and keep the applications always updated. Be wary of links that ask for 3 update or 3validate‘ your digital wallet, or calls recommending the same (banks and legitimate companies never make this type of request. Security needs to be a key point in large retail events’, adds Siuves, Azify.
Impactos esperados para a Black Friday 2025
As novas tecnologias de pagamento devem gerar impactos significativos tanto para consumidores quanto para lojistas:
Para os consumidores:
- Increased speed and convenience in transactions
- Reduction of steps in the payment process
- More security with biometric authentication
- Possibility of installment without credit card (PIX installment)
- More fluid and integrated shopping experience
Para os lojistas:
- Reduced cart abandonment rate
- Increase conversion rates
- Recebimento imediato dos valores
- Lower operating cost compared to cards
- Maior competitividade no mercado digital
“This role of PIX and new payment technologies reflects an important change in behavior, especially among young people and microentrepreneurs.The simplicity of these tools has been crucial to boost small businesses and stimulate the digitalization of the Brazilian economy”, says Rabusky, from Lina Open X.
Prospects for the future
With the consolidation of PIX, the expansion of Open Finance and the growing adoption of technologies such as digital wallets and biometrics, Brazil positions itself as a global benchmark in financial innovation.The Central Bank has already announced that it will continue to improve the system in 2026, focusing on integration with digital wallets, international operations and increased cybersecurity.
“The future of finance is not only digital, it is intelligent. Technologies such as Open Finance, PIX and digital wallets allow each person to have access to truly personalized financial services, with solutions that were previously available only to large investors. The Friday of promotions will be a milestone of this transformation, concludes Siuves.
Expecting to break new sales records, Black Friday 2025 promises to definitely consolidate new payment technologies as the future of Brazilian retail, providing a faster, safer and more efficient shopping experience for millions of consumers.
