A year on, Pix Automático appears to be changing the economics of subscriptions in Brazil
Pix Automático has unlocked a credit‑starved Brazilian market of 60 million people for global e‑commerce giants.
According to new data from EBANX, the recurring payments feature’s first year has proven that it can bring unbanked consumers into the subscription economy and expand access to services that were previously unavailable to them.
The company reports that 64% of Pix Automático users are first‑time subscribers to their respective platforms, which it says highlights the unmet demand of Brazilians who do not have access to credit cards.
“One year in, Pix Automático has already delivered one of its most important projections, bringing new consumers into the digital subscription economy,” said Eduardo de Abreu, CPO of EBANX and CEO of EBANX Singapore.
“The 64% new‑user rate reflects a population that was always willing to subscribe, but never had the right tool to do so.”
The recurring billing feature has been a hit since its launch in June 2025. EBANX reported that active enrolments have risen at an average monthly rate of 177%, transaction value has grown by more than 50% per month and the number of transactions has increased by more than 160%.
In addition to bringing new people into the economy, some of the biggest beneficiaries have been the e‑commerce companies that have offered the method at checkout. Amazon Prime offers Pix Automático through EBANX, as do Canva, Hotmart and Nord Security.
Payment infrastructure providers such as Stripe, Spreedly and Zuora have partnered with EBANX to enable international companies to access Brazil’s recurring billing market through Pix.
EBANX’s analysis of Brazilian Central Bank data shows that nearly four in five transactions are made by consumers aged thirty and above, with the forty to forty‑nine age group leading adoption.
This suggests, EBANX says, that the feature is being used by those with purchasing power and longer subscription lifespans, a demographic that holds strong commercial potential for merchants.
“Pix Automático is being embraced by consumers with established purchasing power and longer subscription lifespans, a profile that holds huge potential for merchants,” said Abreu.
Pix Automático, a payment method for everyone
Pix has been the envy of many Western countries since its launch, with the alternative payment method gaining popularity extremely quickly. The UK and Europe are currently trying to push people towards account‑to‑account methods, but consumers appear reluctant to break the habit of using cards.
One of the main reasons for Pix’s success is that the method solves a real problem, allowing people to pay and send money digitally without a traditional bank account.
In markets struggling to replicate this trend, the drive is mostly coming from policymakers who want to reduce dependence on foreign networks and not from consumer need.
When launched, it was perhaps predictable that Pix Automático would be a success for consumers and continue to bring the underbanked into the economy, but less predictable was the level of adoption among businesses.
EBANX data shows that although B2B transactions represent less than 5% of total volume, they account for nearly 90% of the financial value processed through the system.
The average ticket size of approximately $3,200 suggests that the feature is being used for high‑value recurring commercial payments, a use case that could continue to climb as more companies adopt the method.
