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 payment stage. According to a survey by Moosend, over 60% of online purchases are not completed due to authorization failures, lengthy processes, and redirects that affect consumer trust. Pix, which already accounts for over 50% of digital transactions in the country according to the Central Bank, demands fast and secure checkouts. Each percentage point lost in conversion represents billions of reais in potential revenue. The Brazilian E-Commerce Association (ABComm) projects the sector will handle significant figures in 2025.

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

Experts point out that adopting solutions that integrate payments, automations, and e-commerce management into a single platform has proven decisive. 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 like Pix with antifraud technologies and smart retry allows retailers and marketplaces to capture previously lost sales, turning 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 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 adapted to the customer profile will have a clear competitive advantage in the coming years," he concludes.