Practically synonymous with commercial transaction, since the term "make a Pix" is already ingrained in popular jargon, this payment option represents an important share of the Brazilian market. Belonging to the so-called "A2A methods" (account to account, in Portuguese translation), the category is a true trend in Brazil and Latin America, with the study The Global Payments Report 2024 indicating that by 2027, 50% of the national payments sector will be encompassed by it. In this way, companies, especially e-commerce ones, face the challenge of adapting their platforms to have it.

To give an idea, the E-commerce Trends 2025 study points to Pix as the favorite for 87% of e-commerce users. Furthermore, a survey by Confi.Neotrust indicates that the payment method moved approximately R$ 32 billion in the segment in 2023. If we look closely, the history of commercial transactions in Brazil and Latin America is marked by digitalization and the adoption of increasingly digital options. So much so that one of the most traditional methods of acquiring something, cash, is becoming scarce. Central Bank data shows that the circulation of paper money has decreased by 8% in the three years of Pix's existence, explains Walter Campos, general manager of Yuno, a global payments orchestrator.

In this way, the retailer who does not offer Pix to their users risks losing sales and falling behind, seeing the customer go to competitors. Recently, a study by Opinion Box indicated that 78% of e-commerce consumers tend to abandon their online shopping carts. Of this total, 13% claim not to complete their purchases due to the lack of their favorite payment method. "With the digital revolution we are witnessing, not adapting to new needs causes significant losses and revenue decline. The study The Global Payment 2024 indicates that the most used options in Brazil are credit cards, which currently account for 26% of the sector, and Pix, with 29%. Therefore, it is almost mandatory for retailers to have them in their checkout," emphasizes Walter Campos.

However, despite the great success of Pix, the executive recommends that merchants keep as many payment methods as possible on their platform, as this is a way to encompass a larger number of consumers. "It is a mistake to think that checkout should only have the most popular option. This is because people choose their payment method according to their needs. For example, someone who usually pays in installments tends to choose a credit card, just as those who opt for digital wallets because they can be accessed even through smartwatches," recommends Walter Campos.

Therefore, to have a complete checkout that satisfies all types of customers, the professional recommends that online retailers adopt solutions like payment orchestration, technology in which, with a single click, the retailer can enable the options they desire most without bureaucracy. "While the traditional method, negotiating method by method, takes about 52 weeks to integrate everything, with this technology the resolution takes between 2 and 6 weeks. Additionally, management is simpler, since all the information is in a single screen," points out Walter.

The professional also draws attention to other advantages of payment orchestration. "Technology offers better approval rates since the purchase goes through different providers. So, if the acquisition is rejected by one, the system redirects to another, preferably with lower rates, which increases the chances of success and reduces costs. Additionally, by working with the best anti-fraud solutions on the market, they make e-commerce safer against the most common scams," concludes Walter Campos.

One of the most anticipated dates for this end of the year, Black Friday takes place on November 29th and promises an increase in sales results compared to last year. According to a Wake survey conducted in partnership with Opinion Box, about 66% of Brazilians plan to make purchases during the event. This means, according to the Haus platform, a 14% higher order volume.

From a strategic perspective, Black Friday symbolizes an opportunity to strengthen relationships with customers. For CleverTap sales specialist Marcell Rosa, personalization can be one of the strategic differentiators for the date: "Brands that create a personalized experience, that anticipate consumers' needs and desires, are ahead of the competition. Understanding consumer behavior and using that intelligence to create targeted campaigns makes all the difference."

On Black Friday 2023, according to Adobe, mobile devices led by smartphones generated 54% of internet visits and 37% of online sales. What, for Rosa, means that having a mobile-focused strategy is not just an advantage, but a necessity. "The mobile is at the center of the consumer journey. Brands need to ensure that their websites and apps are optimized for a fast and smooth experience. Nothing drives a consumer away more than a slow website or a complicated purchase process," warns Marcell Rosa, General Manager and Vice President of Sales Latam.CleverTapdigital marketing platform specialized in user retention and engagement.

To ensure prominence on the date, Erich Casagrande, marketing leader and SEO specialist atSemrushBR emphasizes the importance of precise strategies: "Viewing Google as a digital storefront is essential: if you're not found, the customer simply doesn't enter. Black Friday is not just about price, it's about visibility. This means reviewing product descriptions, optimizing images, and inserting strategic keywords for each stage of the customer journey. Improving the digital experience, from technical aspects to content, is essential to ensure positioning and conversions."

Furthermore, the date is an excellent opportunity to develop unconventional actions to attract and retain customers. For Rafael Pinto, Fulfillment Director at Daki, a comprehensive online grocery app and a leader in ultra-fast deliveries, "Black Friday is a great opportunity for companies to strengthen connections with consumers and expand sales in the retail sector. Therefore, in addition to competitive prices, it is also necessary to consider how to offer other benefits that make the customer journey even more positive. Our focus is to maintain delivery reliability, ensuring an impeccable operation and experience from start to finish, even in a high-demand scenario," he comments.

With a strategy that aims to engage consumers through actions that encourage repeat purchases and loyalty beyond traditional promotions, the company expects to grow sales by more than 30% during the period. This year, we will hold an exclusive raffle, in which you can compete for various prizes, including a brand new car, which will take place throughout the entire month. Our goal is to reinforce our value proposition while further expanding our customer base, he/she highlights.

And to implement a good strategy and seize the opportunity, it is necessary to establish a solid schedule to ensure the success of your campaign. According to Fernanda Clarkson, CEO and Founder of SuperFrete, "it is possible to work with promotions exclusively on the last Friday of November or to start your campaign at the beginning of the month, increasing the offer period. Regardless of which period you choose for your campaign, setting a start and end date is essential. This defined period impacts several crucial aspects, such as inventory management, the need for temporary hires, logistical planning, and marketing strategies."

An important insight is that Black Friday has become a strategic moment for businesses, especially in retail, where valuable opportunities arise to test new marketing approaches and analyze consumer behavior in a high-visibility campaign. "During this period, the customer is exposed to more intense communication, which allows us to present our products in a differentiated way. We reinforce stock and integrate strategies such as influencer partnerships, progressive discounts, and a well-prepared operation to handle the increased sales flow," says Eduardo Abichequer, CEO of the startup.Yoolof sustainable and minimalist sneakers.

"In terms of strategy, we also realize that it is possible to apply common techniques from info products to retail, creating a more attractive and personalized shopping journey. At Yuool, this year, we will offer personalized discounts for each customer journey, which provides the consumer with a real advantage when getting to know our sneakers and becoming our customer," he states. Regarding organization and opportunity to ensure the effectiveness of purchases, the CEO also states: "Black Friday is planned five or six months in advance to maximize awareness and ensure that, by the big day, the customer has been effectively impacted, reinforcing our commitment to offering a unique and valuable experience," concludes Abichequer.

Finally, it is worth highlighting that the end-of-year shopping season is an opportunity to attract consumers who start planning weeks before the major promotions.According to Maria Fernanda Antunes Junqueira, co-founder and Managing Director of Atolls in Latin America – a group that includes Cuponation, a reference in coupons and discounts – "the current consumer is more strategic and conscious than ever. They research, compare prices, and use various tools to maximize their purchasing power. In this scenario, offering discount coupons becomes a powerful strategy to capture the attention of already prepared and engaged customers during the shopping planning phase. The discount coupon provides a clear benefit to the consumer, giving them the real feeling of making a good deal," she concludes.