PIX maintains leadership in e-commerce payments during Carnival 2025, but shares space with new options

PIX remains the preferred payment method for Brazilians to shop online during Carnival, but it begins to share space with other forms of digital payment.This is what reveals an exclusive survey conducted by Tuna Pagamentos, a leading company in payment orchestration in Brazil, which analyzed data from more than 40 thousand e-commerce companies during the festive period.

According to the figures released, 77% of sales made in e-commerce during Carnival 2025 were paid via PIX, consolidating the instant transfer tool as the preferred tool of consumers. In the preference ranking, NuPay appears in second place, accounting for 12,50% of transactions, followed by the credit card with 9,92% and bank slip with only 0,28%.

Diversification of payments gains momentum

A data that draws attention in the survey is the relative fall of PIX compared to the same period of the previous year. On Monday Carnival 2024, the method had been chosen in 92% of transactions, 16 percentage points above the recorded in 2025.

According to Alex Tabor, CEO of Tuna Payments, this change reflects a positive scenario of greater diversification in the means of payment.“This movement shows how the diversification of means of payment is creating a more fluid 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.

Highlight for the emergence of NuPay, payment solution that, in its first year of implementation, has already won 12,50% of participation in transactions. “This data from NuPay is interesting, as it also shows that the consumer has a growing preference for more modern solutions”, adds Alex.

Transaction volume breaks record

Despite the PIX percentage reduction, the total volume of payments processed by the platform during Carnival 2025 (from Friday, February 28, to Tuesday, March 4) reached the impressive mark of R$ 106.5 million, representing an increase of 328% compared to the same period of 2024, when R$ 24.8 million were registered.

The evolution is even more significant when compared to 2023, when the Total Payment Volume (TPV) was only R$ 4.9 million, showing a growth of more than 2,000% in just two years.

Credit cards have also gained share, rising from 6% in 2024 to nearly 10% in 2025, demonstrating that consumers are taking advantage of the diversity of payment options available in the market.

Carnival Monday boosts online sales

The survey of the Tuna used as main reference the Monday of Carnival (3 March), date that recorded a peak of sales compared to other regular Mondays of the year. This behavior suggests that many revelers took advantage of moments of rest during the revelry 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. The diversification of media not only expands the possibilities for the public, but also strengthens financial inclusion, allowing more people to access online purchases in a safe and convenient manner”, concludes the CEO of Tuna.

The scenario presented by the survey reinforces the trend of digital transformation in the payments sector, pointing to a future in which the user experience becomes increasingly personalized and efficient, with consumers having greater freedom to choose how they want to pay for their purchases.