According to the Webshoppers report, released by NielsenIQ Ebit, Brazilian e-commerce increased its revenue by more than 18% in the first half of the year alone, surpassing the R$160 billion mark. Therefore, the segment has strong expectations for the 2024 holiday season, which has mobilized several companies to adopt payment processes such as acquiring to achieve positive results during this period.
According to Felipe Negri, CEO of Pinbank , a one-stop bank provider with a complete ecosystem of financial solutions (including acquiring services), this alternative is a strategic differentiator for Christmas and New Year's sales, when online stores face peaks in traffic and demand. "Seasonal dates tend to generate a significant increase in sales, but due to the high volume of offers and advertising during this period, a high conversion rate at the checkout stage is crucial for realizing sales potential. This only happens if the brand has robust technologies to efficiently serve consumers," he says.
"This month, Pinbank received the top award from MasterCard in the approval rate and card-not-present fraud (e-commerce) category, demonstrating its ability as an Acquirer to serve high-volume markets with low impact on the experience, offering the best relationship between approval rate and fraud security," highlights the CEO.
Improved Customer Experience (CX)
The key advantage of acquiring for e-commerce during a critical period like the holidays lies in its ability to facilitate agile transactions. "It's a solution that helps companies process a large volume of payments with different cards, providing automated processes without human error," explains the fintech executive.
Because of this dynamic, customers tend to abandon their purchases less, as the Baymard Institute reveals that approximately 17% of cart abandonments occur due to complex and lengthy checkouts. The institute also points out that operations with these characteristics resulted in an average abandonment rate of 70% in 2023.
In addition to agility, Negri adds that acquiring contributes to promoting better shopping experiences due to its ability to generate strategic insights. "Companies can collect and analyze transaction data, which shows brands how to adapt to market trends and new consumer habits," he adds.
Fraud reduction
Another important advantage of acquiring services is protection against online fraud attempts. A recent DataSenado survey, conducted in partnership with Nexus, illustrates this challenge for e-commerce by revealing that one in four Brazilians was a victim of digital scams in a 12-month period.
"More than just being optimized, acquiring is an approach that brings greater acceptance from the public and companies because it's secure," reinforces Pinbank's CEO. "For brands to perform well in an extremely competitive market, they must, first and foremost, earn consumers' trust and prove to them that they have solid financial management within the digital environment," he concludes.
