Report: Understanding Consumer Behavior with Pix

The Digital Era has transformed the purchase model, and Brazilians crave instant and uncomplicated payment methods. Understand how PIX meets these needs.

Speed. It is the watchword for consumers in the digital age. Nowadays, it is rare to find people who are not connected to the Internet, either accessing social networks, conducting research, or making purchases. Brazilians, especially, have already been considered one of the champions in staying connected to the Internet, investing an average of nine hours and 14 minutes a day, according to Hootsuite and We Are Social. This fact is reflected in numbers, e-commerce grew 41% in 2020, with more than 194 million orders placed by Brazilian consumers in the year, according to Webshoppers (Ebit/Nielsen & Bexs Banco). Definitely, merchants who offer more agile payment methods have benefited and been chosen by consumers.

We know that in the digital environment, everything happens ultra-fast. Users are bombarded with thousands of pieces of information every minute, subconsciously ingraining a sense of urgency for just about everything; this couldn’t be different when it comes to payments. Pix brought the agility and easiness that Brazilians were so much looking for. In this brief report, we will go through data about consumer behaviour to better understand how PIX is changing the way people buy in Brazil and why this method is growing in the country.

Meeting local needs

According to a study conducted by Google, a significant portion of Brazil does not have access to credit cards, explaining why offering alternative payments influences the population when making online purchases.

For this reason, when buying online, consumers consider the availability of payment options more than the other markets included in the study. Furthermore, it was identified that Brazilians are the ones who spend the most time researching the items they wish to purchase, emphasizing in first place lower prices, in second place free shipping, and in third place discount options and promotions. The high preference for digital payments is also an important factor for Brazilian consumers, impacting their decisions when making purchases.

Search for economy and convenience

Because Brazilians are born researchers and appreciate savings, they are willing to buy from stores in other countries that offer more competitive prices, reliable vendors, and even wider stock availability. All this, as long as they find payment methods that meet their needs and offer the total amount already converted into their currency. In these conditions, they avoid inconveniences with adjustments in the final price due to exchange rate fluctuation.

Thus, the use of PIX is the most advantageous solution for these consumers, being instant, fast, free of charge and offering convenience by eliminating the need to use credit cards or payments by boletos that are not as practical as a Pix “click” via mobile. More than that, Pix is a secure method, available 24/7 anywhere in the country, with the only necessity of a key or QR Code to consolidate the transaction.

By the end of 2025, approximately 157 million cell phone users in Brazil will access the Internet from their mobile devices. This broadens the spectrum of Pix’s usage, as it is a method that is literally available in the palm of your hand. For reasons probably of digital affinity, the age group that most carries out transactions on this platform in Brazil, representing 67%, is between 20 and 39 years old. Another interesting fact is that the number of first time online shoppers via mobile — using this device to complete purchases and having a mobile-first internet experience — is growing, with an approximate revenue of 18 billion dollars coming from mobile sales only.

Even though P2P (person to person) transactions make up a significant portion of Pix operations, the second most used category is P2B (person to business), with 99,6 million transactions — representing 13% of the total, moving R$ 43 billions with an average ticket of R$ 457,9 in July 2021. This category keeps growing monthly: between April and July 2021, it has grown by 66%, especially due to big ecommerces offering this payment option on their sites and apps, which also brings smaller shops that wait to see how the market behaves.

Given the above, the digital era has impacted society’s life model and brought to the surface the development of payment methods that meet their needs for speed, debureaucratization, and agility, such as Pix. Increasingly, the population will become ever more connected to the digital environment, seeking comfort and security when making purchases.

The optimized and customized shopping experience for different audiences and cultures is essential to attract the attention of users, especially Brazilians, who expand the geographic boundaries to find the company that best meets their desires. Meeting these expectations is perfectly possible, even for companies that are not located in Brazil, by relying on partners that offer one-stop payment solutions such as those of BoaCompra. 

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