The use of PIX as the preferred payment method by consumers for online purchases is expected to grow even more. This is indicated by a study conducted by Ebanx's annual research, focusing on online consumption trends in Latin America, Africa and India.
According to the analysis, the PIX will have a compound annual growth of 35% until 2027. This means a faster pace than estimated for the UPI, India's instant payment system is one of the most used in the world, whose estimate is an annual increase of 18%, considering the same evaluated period. Other transfer systems are expected to record an average increase of 28% per year in different emerging countries.
Being aware of this potential and that the Central Bank is set to launch the Automatic PIX in June of this year, that will work similarly to direct debit and will allow for recurring payments via PIX, it is important for entrepreneurs dedicated to e-commerce to pay attention not only to the use of the tool as an alternative payment method, but to the technological innovations that accompany its evolution.
The growing use of this payment method is, of course, interesting for those who sell online. After all, besides being just another option for consumers, it also opened an interesting opportunity for real-time receipt of the full value of the products or services offered. As an incentive, many stores even choose to offer additional discounts for those who select PIX as a payment option when completing their purchases.
It has become common, inclusive, find these special offers for payment by PIX. However, as not everything is perfect, withdrawals occur before the transaction reaches the end, in addition to unforeseen events, such problems that prevent access to the bank at the time of making the payment. Due to these and other issues, the need for the development of special solutions also emerges, that can help online stores increase sales conversion and reduce payment abandonment rates through this channel as well.
It becomes, so, essential to have available for the e-commerce operation, tools that operate automatically, through personalized triggers, and monitor the orders whose selected payment method is PIX, in order to send customized reminders to the consumer, if he does not complete the purchase of that specific product or service, avoiding, thus, the loss of sales.
The activation of these new technologies occurs whenever the payment is not detected within a period of up to 20 minutes. Consumers are activated by the platform, through automatic reminders, via e-mail, SMS or WhatsApp. In many cases, online stores offer additional advantages, how to get free shipping, discounts or cashback, for the consumer to complete the purchase.
This type of solution brought, inclusive, impressive results during Black Friday 2024. Online women's fashion stores, streetwear and artisanal soapmaking, those who started using the tool about three days before the official date of the global event recorded a positive return: about 32% of the transactions were completed, via PIX, after sending the reminders. The result is significant and positions the solution as a positive option for Brazilian e-commerce, that should watch the increasing use of PIX as the preferred payment method among consumers.
