PIX continues to be Brazilians' preferred payment method for online shopping during Carnival, but it is beginning to share space with other digital payment methods. This is revealed by an exclusive survey conducted by Tuna Pagamentos, a leading payment orchestration company in Brazil, which analyzed data from over 40,000 e-commerce companies during the holiday season.
According to the disclosed figures, 77% of sales made in e-commerce during Carnival 2025 were paid via PIX, consolidating the instant transfer tool as consumers' preferred method. In the preference ranking, NuPay appears in second place, accounting for 12.50% of transactions, followed by credit card with 9.92% and bank slip with only 0.28%.
Payment diversification gains strength
One noteworthy fact 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 transactions, 16 percentage points above the figure recorded in 2025.
According to Alex Tabor, CEO of Tuna Pagamentos, 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," says the executive.
Highlighting the emergence of NuPay, a payment solution that, in its first year of implementation, has already captured 12.50% of transaction share. "This NuPay data is interesting because it also shows that consumers have 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 28th, to Tuesday, March 4th) reached an impressive R$ 106.5 million, representing a 328% increase compared to the same period in 2024, when R$ 24.8 million were recorded.
The evolution is even more significant when compared to 2023, when the Total Payment Volume (TPV) was only R$ 4.9 million, demonstrating a growth of over 2,000% in just two years.
Credit cards also gained market share, rising from 6% in 2024 to nearly 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 Tuna survey used as its main reference Carnival Monday (March 3rd), a date that recorded a sales peak compared to other regular Mondays of the year. This behavior suggests that many revelers took advantage of rest moments during the festivities to make online purchases.
"The results of this survey highlight the importance of offering multiple payment options in e-commerce, reflecting the evolution of consumer behavior. Diversifying payment methods not only broadens possibilities for the public but also strengthens financial inclusion, allowing more people to access online shopping safely and conveniently," concludes the CEO of Tuna.
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.
