PIX continues to be the preferred payment method for Brazilians for online purchases during Carnival, but it starts to share space with other forms of digital payment. This is revealed by an exclusive survey conducted by Tuna Pagamentos, leading company in payment orchestration in Brazil, that analyzed data from over 40 thousand e-commerce companies during the holiday season
According to the numbers released, 77% of the sales made in e-commerce during Carnival 2025 were paid via PIX, consolidating the instant transfer tool as the consumers' favorite. In the ranking of preference, NuPay comes in second place, responding for 12,50% of the transactions, followed by the credit card with 9,92% and bank slip with only 0,28%
Payment diversification gains strength
One noteworthy point in the research is the relative decline of PIX compared to the same period last year. On Carnival Monday of 2024, the method had been chosen in 92% of the transactions, 16 percentage points above the figure recorded in 2025
According to Alex Tabor, CEO of Tuna Payments, this change reflects a positive scenario of greater diversification in payment methods. This movement shows how the diversification of payment methods is creating a smoother experience for consumers. It is positive, because, now, people can choose the most convenient option for each situation, without relying on a single method, affirms the executive
Highlight the emergence of NuPay, payment solution that, in its first year of implementation, has already won 12,50% participation in transactions. "This data from NuPay is interesting", because it also shows that the consumer has a growing preference for more modern solutions, complements Alex
Transaction volume hits a record
Despite the percentage reduction of PIX, the total volume of payments processed by the platform during Carnival 2025 (from Friday, February 28, Tuesday, March 4 reached the impressive mark of R$ 106,5 million, representing an increase of 328% compared to the same period in 2024, when R$ 24 were recorded,8 million
The evolution is even more significant when compared to 2023, when the Total Payment Volume (TPV) was only R$ 4,9 million, highlighting a growth of over 2.000% in just two years
Credit cards also gained market share, rising from 6% in 2024 to almost 10% in 2025, demonstrating that consumers are taking advantage of the variety of payment options available in the market
Carnival Monday boosts online sales
The survey by Tuna used Carnival Monday (March 3) as the main reference, date that recorded a peak in sales compared to other regular Mondays of the year. This behavior suggests that many revelers took advantage of moments of rest during the festivities to shop online
The results of this survey highlight the importance of offering multiple payment options in e-commerce, reflecting the evolution of consumer behavior. The diversification of media not only expands the possibilities for the audience, as well as strengthening financial inclusion, allowing more people to have access to online shopping in a safe and convenient way, the CEO of Tuna concludes
The scenario presented by the research reinforces the trend of digital transformation in the payments sector, pointing to a future where the user experience becomes increasingly personalized and efficient, with consumers having greater freedom to choose how they want to pay for their purchases
