Social media has quickly reshaped how people behave and connect—and in Brazil, it plays an especially central role. According to a Forbes study, Brazil is the top user of social media in Latin America and ranks third worldwide.
A 2024 survey by Meio & Mensagem shows just how strong that presence is: 94% of Brazilians who use social media access it daily. WhatsApp leads in usage (87%), followed by Instagram and Facebook. That same year, CNN reported another striking stat: 65% of Brazilians use social platforms to shop online.
Simply put, social media in Brazil isn’t just about staying in touch or handling customer support. It’s become a powerful tool that can support every stage of the sales funnel, giving rise to new ways of doing cross-border business—like chat commerce.
Chat commerce allows businesses to manage the entire sales process through messaging platforms like WhatsApp, Instagram DMs, or Facebook Messenger. As this new buying behavior becomes more common, the biggest challenge for international merchants is closing the sale: How can you build trust and make Brazilian customers feel secure enough to complete their online purchase?
In this article, we’ll dive into this key friction point in the social media sales journey and introduce the payment link—a simple and effective solution you can use to boost conversions and sell more confidently to Brazilian consumers on social platforms.
The Challenge of Closing the Sale in Chat-Based Commerce
With social media use so high in Brazil, chat commerce is a powerful way to reach customers on the platforms they already prefer. That said, when it comes time to close the deal—whether on social media or in a messaging app—merchants often find themselves with limited options.
For example, asking for bank details or requesting a transfer via TED (a traditional wire transfer method) or Pix (Brazil’s instant payment system) can come across as too informal, and it may raise doubts about the legitimacy of your business. This is especially true in a market where over 40 million Brazilians have already fallen victim to online scams, according to G1.
Another less-than-ideal approach is directing the customer to your website at the final step of the chat. Without a way to complete the purchase directly in the conversation, your customer—who already knows what they want and is ready to buy—has to search for and select the product all over again on your site. Asking them to repeat the sales journey breaks the flow and can cost you the conversion. This is exactly the kind of friction that a payment link helps eliminate.
Payment Links: The Perfect Bridge to Conversion in Chat Commerce
A payment link is a simple solution you can add to your e-commerce operation. It lets you offer multiple payment methods through a single link, all backed by the highest security standards for online transactions. Best of all, it doesn’t require complex integrations or technical development—as you’ll see in the section below.
What Is a Payment Link and How Does It Work?
In the context of e-commerce, a payment link is a unique URL generated by an online store to help customers complete a purchase using a variety of different payment options.
Merchants can pre-fill customer information—such as name, email, selected product, and purchase amount—and share the link directly in the chat where the interaction is happening, such as via WhatsApp or direct messages on platforms like Instagram, Facebook, and TikTok. In this way, it acts as a fast and secure interface for completing a purchase.
Here’s an example of what this process might look like:
A potential customer discovers a high-end store on Instagram that sells premium women’s fashion accessories. Because the product has a higher price point, the user decides to reach out via the app’s messaging feature to ask for more details about an item they’re interested in.
Once the customer is ready to buy, the merchant generates a payment link, filling in the product details and the buyer’s information. The customer receives the link and can complete the purchase in a secure environment, choosing their preferred payment method. As soon as the transaction is complete, the merchant gets instant confirmation and can proceed with shipping the product.
The Benefits of PagBrasil’s Payment Link for Your E-Commerce Business
PagBrasil’s Payment Link stands out as a simple yet powerful solution designed specifically for the Brazilian market. For international merchants looking to sell locally, it offers a fast, secure, and user-friendly way to close sales directly within social media conversations and other online touchpoints—without the need for a full checkout integration.
In addition to being easy to implement, PagBrasil’s Payment Link offers higher conversion rates, fewer abandoned carts, and a better overall customer experience. Below, we break down its key benefits based on common questions you might ask when considering this payment solution.
Does PagBrasil’s Payment Link Require Technical Development?
No. Creating payment links with PagBrasil is a plug-and-play experience. The intuitive, no-code technology saves you time and effort, and payment links can be generated directly from a simple, easy-to-use dashboard—no technical skills required.
What Security Does the Payment Link Offer?
PagBrasil’s Payment Link follows the highest security standards in payment processing. We are fully compliant with the highest level of PCI DSS requirements.
Can I Customize the Payment Link to Match My Brand?
Yes. To create a seamless buying experience and demonstrate professionalism and trustworthiness, PagBrasil’s Payment Link can be customized to include your company’s logo.
Which Payment Methods Can Be Offered Through the Payment Link?
PagBrasil’s Payment Link is the most comprehensive on the market. Below is a list of all the payment methods you can choose to offer your customers:
- Pix: With Brazil’s instant payment system, widely used across the country, customers can pay using QR code or copy and paste payment options. Plus, with our exclusive solution, 1-Click Pix, buyers are redirected straight to their banking app for a faster, more seamless checkout (soon available without redirection).
- Digital wallets: Offer support for Google Pay and Apple Pay (we are the only Brazilian sub-acquirer certified by Apple).
- Local credit cards: Accept major credit cards with flexible options, including payments in up to 12 installments and the ability for the customer to split the purchase across two cards, which is common practice in Brazil.
- Débito Flash®: A direct debit solution that allows customers to pay straight from their bank account, offering convenience and real-time confirmation.
- Boleto Flash®: A modern version of Brazil’s traditional boleto bancário (bank slip), this exclusive PagBrasil solution confirms payment within minutes instead of the typical 1–3 business days—reducing wait times and abandoned purchases.
How Does the Payment Link Affect Conversion Rates?
Using a payment link can have a clear, positive impact on your conversion rates. Online behavior—especially in Brazil—is often fragmented, with users jumping between apps, conversations, and content. A payment link like PagBrasil’s helps you capture the sale at the peak moment of interest by offering a fast, seamless checkout experience right within the conversation. It reduces friction and keeps you from losing customers to distractions.
Are There Other Uses for Payment Links?
Yes. Beyond simplifying the final step of a sale on social media, payment links are also a powerful tool for re-engaging potential buyers who abandoned their carts. You can follow up by sending a payment link that clearly shows all the payment methods you offer— potentially recovering sales that might otherwise be lost.
According to E-Commerce Brasil, cart abandonment is one of the biggest challenges for online businesses in Brazil: More than 80% of purchases started on e-commerce sites are never completed. For international merchants, offering a fast, localized checkout experience through a payment link is a smart way to tackle this challenge and win back potential customers.
I Already Use Other PagBrasil Solutions—Is the Payment Link Compatible?
Yes. Our payment link is fully compatible with other PagBrasil solutions, including PagStream®, our intelligent platform for managing subscriptions and recurring payments, and PagShield®, our anti-fraud tool built specifically for the Brazilian e-commerce market, which protects card transactions made through the payment link.
Turn Conversations into Sales with PagBrasil
Social media is deeply embedded in everyday life in Brazil—and having your e-commerce brand present on these platforms can be a powerful sales driver. With solutions like PagBrasil’s payment link, you show adaptability to how Brazilian consumers prefer to shop, especially when they reach out via messaging apps. It’s also a great way to boost conversions with an effective omnichannel strategy.
Want to learn more about how PagBrasil can support your growth in Brazil? Chat with one of our local payment experts today.
