The advancement of digital payment methods has accelerated significant changes in online consumer behavior in Brazil. No wonder, Pix — the instant payment system implemented by the Central Bank of Brazil in 2020 — is consolidating its position as the preferred method for transactions in national e-commerce.
According to the studyGlobal Expansion Guide for High-Growth Markets, from the Canadian fintech Nuvei, by 2027, Pix will account for more than 50% of operations in the sector, surpassing the use of credit cards, which are expected to account for 27% of transactions.
In 2024, this type of payment already accounted for 40% of transactions in Brazilian e-commerce. Its popularity is due to its speed, convenience, and lack of fees for consumers—features that have made it especially attractive to unbanked people or those with limited access to traditional financial services.
The introduction of innovations such as thePix by Proximity, released by the Central Bank in February 2025, promises to further boost this trend. The feature allows consumers to make payments simply by bringing their phone close to the card reader, similar to contactless card usage, making transactions even faster and more intuitive.
Meanwhile, other payment methods show variations in their market share. Digital wallets, for example, accounted for 7% of e-commerce payments in 2024 and are expected to represent 6% by 2027. The use of bank slips continues to decline, with an expected drop from 8% to 5% in the same period.
Rebecca Fischer, co-founderandChief Strategy Officer (CSO)andDivibank, explains that these changes reflect the rapid adaptation of Brazilian consumers to technological innovations in the financial sector. "The growing preference for Pix highlights the search for more efficient and accessible payment solutions, indicating a significant transformation in online shopping behavior in the country. Another innovation gaining ground in the e-commerce universe is Pix by Initiation, which allows consumers to make payments directly at checkout without having to copy and paste codes or open the bank app. The smoother experience reduces steps in the checkout process and, according to industry experts, can contribute to increased conversion rates, especially for purchases made via mobile devices," they state.
