Brazilian e-commerce faces cart abandonment rates above 60% and seeks solutions to increase conversion

Brazilian e-commerce continues to expand rapidly, but still faces challenges that directly impact sales conversion, especially at the time of payment. According to a survey by Moosend, more than 60% of online purchases are not completed due to authorization errors, lengthy processes, and redirects that undermine consumer confidence. Pix, which already accounts for more than 50% of digital transactions in the country, according to the Central Bank, requires fast and secure checkouts. Each percentage point lost in conversion translates into billions of reais in potential revenue. The Brazilian Electronic Commerce Association (ABComm) projects that the sector will generate significant revenue by 2025.

For Hugo Venda, CEO of UnicoPag, payment should be treated as a central part of the shopping experience. "The checkout moment is the most critical point in the online journey, where all investments in marketing, traffic, and customer experience can either convert into a sale or be lost due to cart abandonment. Technologies such as real-time anti-fraud, intelligent retry, and personalized checkouts are essential to increase approval rates and reduce losses," he states.

Experts point out that adopting solutions that integrate payments, automation, and e-commerce management into a single platform has proven to be crucial. Transparent, customizable checkouts aligned with the buyer's profile not only increase approval rates but also strengthen loyalty and improve operational efficiency. Combining native payment methods, such as Pix, with anti-fraud and intelligent retry technologies allows retailers and marketplaces to capture previously lost sales, transforming payment into a strategic competitive advantage.

According to Hugo Venda, viewing payment as part of the experience and investing in technology to make it fluid, secure, and tailored to the customer's profile will be a competitive differentiator in the coming years. "Those who treat payment as part of the experience and invest in technology to make it fluid, secure, and tailored to the customer's profile will have a clear competitive advantage in the coming years," he concludes.