Pix and social media boost e-commerce, but payment orchestration is the next step

E-commerce in Brazil is expected to reach a turnover of R$ 224.7 billion in 2025, points out projection of the Brazilian Electronic Commerce Association (ABComm), indicating growth of about 10% compared to the previous year. The advance confirms the expansion trend observed since the intensification of digitization during the COVID-19 pandemic.

One of the main drivers of this growth is the consolidation of Pix as a payment method. According to the survey “Payments in Transformation: From Money to the” Code, carried out by Google, Pix accounted for 47% of the total volume of transactions in 2024, surpassing the credit card (34%) and other methods (18%). The success of the system is explained by the instant approval of operations, absence of tariffs for the consumer and high levels of security.

In addition, digital platforms such as Instagram and TikTok have consolidated as strategic virtual showcases, capable of directly influencing consumer buying behavior.The report “Influence Marketing State in Brazil 2025” from HypeAuditor reveals that the country already has 3.8 million active influencers, surpassing the United States and India, which represents 15% of the global total.

The growth of digital commerce is also reflected in the increase in order volume.Accomm says that in 2025, 435 million online purchases will be made, up from 5% over the previous year. Experts highlight that although Pix and social networks boost the sector, the results could be even better with an efficient orchestration of payments. Integrating different methods, optimizing checkout and managing transactions in a unified way could increase sales by up to 5%, about additional R$ 12 billion, by reducing friction and improving the consumer shopping experience.

The advancement of Pix and social networks not only facilitates the shopping experience, but also promotes greater financial inclusion and engagement of small and medium entrepreneurs.“The competition is increasing, and only those who invest in innovation, user experience and digital qualification will have real chances to thrive in this new era. Retail has changed forever and now the question is no longer whether the company should be online, but how it will differentiate to remain relevant in this highly competitive landscape”, he says Rebecca Fischer, Co-founder and Chief Strategy Officer (CSO) of Divibank

With the market expanding, companies and digital platforms need to adapt quickly to changes in consumer behavior and new technologies, consolidating Brazil as one of the main e-commerce hubs in Latin America.