The success of Pix is already known, but by 2025, it also marks its consolidation as the main means of payment in Brazilian e-commerce. With functionalities such as recurring payments, contactless payments, and biometric authentication, Pix has already surpassed credit cards as the most widely used way to pay for online purchases. The projection is that the technology will surpass the mark of 50% of all digital transactions by 2027.
According to industry experts, the rise of Pix reveals a new reality for digital retail: when consumers value both the payment method and the brand itself, those who adapt and innovate come out ahead – gaining more loyalty and boosting sales.
“For the digital Brazilian, convenience and security are a priority. Providing this is the way to win customer loyalty in the long run,” says César Garcia, CEO of OneKey Payments. “However, to continue delivering value, innovation must continue. The evolution of Pix – from a transfer method between people to a central tool in e-commerce – shows that understanding the mindset of the local consumer is essential. The preferred payment method can be the difference between a successful sale and an abandoned cart.”
According to a recent study, nearly three out of four Latin American consumers (73.1%) state that their favorite payment method directly influences the choice between two online stores. For 14.1% of them, the demand is even higher: if the website does not offer the desired payment method, the purchase simply does not happen. “Just like Pix has already shown, e-commerce platforms also understand that payment is not just technology – it’s trust, loyalty, and sustainable growth,” concludes Garcia.
Since its launch in 2020, Pix has grown rapidly and become the dominant payment method in Brazil – both in face-to-face transactions and, increasingly, in online purchases. With a fee-free, fast, reliable, and practical proposal, Pix has proven that a simple solution can generate a strong bond between consumers and brands. Now, with the new features, it attests that innovating in payments is anticipating demands, not just reacting to them.
“What drives the ongoing success of Pix is not just agility or convenience – it is also the capacity for innovation,” Garcia comments. “New features like Pix by proximity, Automatic Pix, and the use of biometrics are raising the standard. The Automatic Pix, for example, allows scheduling recurring payments – ideal for subscription models or monthly billing. These advancements not only enhance the consumer experience but also help companies connect with the digital audience and simplify checkout on different devices and user profiles.”
He adds: “And what does this mean for online sellers? More options to receive payments through the preferred payment method of Brazilians – but also a warning for those who want to remain competitive: it is necessary to anticipate expectations and always deliver the best experience.”
The market is already noticing this trend. According to the same survey, 91.9% of retailers consider it “essential” or “important” to offer payment methods preferred by customers. Still, 81.6% admit that they cannot inform the user when a payment method is temporarily unavailable – a flaw that can compromise conversion at the most critical moment of the purchasing journey.
“This disconnect can compromise the entire customer experience precisely at the finish line,” warns Garcia. “In 2025, the consumer is making it clear: payment has ceased to be a backstage operation and has become an essential part of the brand experience.”
Garcia believes that Pix will continue to evolve and integrate with mobile-first platforms, loyalty programs, and even personalized solutions using artificial intelligence. Its influence on e-commerce is expected to deepen further. For online businesses, the message is clear: understand your customer, value their preferences, anticipate changes in habits and behavior – and never underestimate the power of Pix.
