The advancement of digital payment methods has accelerated important changes in online consumer behavior in Brazil. Not surprisingly, Pix — the instant payment system implemented by the Central Bank of Brazil in 2020 — is consolidating its position as the preferred method for transactions in national e-commerce.
According to the study "Global Expansion Guide for High-Growth Markets" by the Canadian fintech company Nuvei, by 2027 Pix will represent more than 50% of operations in the sector, surpassing the use of credit cards, which are expected to account for 27% of transactions.
In 2024, this type of payment already accounted for 40% of transactions in Brazilian e-commerce. Its popularity is due to its speed, practicality, and lack of fees for consumers—characteristics that made it especially attractive to unbanked individuals or those with limited access to traditional financial services.
The introduction of innovations such as Pix by Proximity , released by the Central Bank in February 2025, promises to further boost this trend. This functionality allows consumers to make payments simply by bringing their cell phone close to the payment terminal, similar to using contactless cards, making transactions even faster and more intuitive.
Meanwhile, other payment methods are showing variations in their market share. Digital wallets, for example, accounted for 7% of e-commerce payments in 2024 and are projected to represent 6% by 2027. The use of bank slips, on the other hand, continues to decline, with expectations of falling from 8% to 5% in the same period.
Rebecca Fischer , co-founder and Chief Strategy Officer (CSO) of Divibank , explains that these changes reflect the rapid adaptation of Brazilian consumers to technological innovations in the financial sector. “The growing preference for Pix highlights the search for more efficient and accessible payment solutions, indicating a significant transformation in online shopping behavior in the country. Another innovation gaining ground in the e-commerce world is Pix by Initiation, which allows consumers to make payments directly at checkout, without needing to copy and paste codes or open the bank's app. This more fluid experience reduces steps in the checkout process and, according to industry experts, can contribute to increased conversion rates, especially for purchases made via mobile devices,” she states.
