The in-app payments landscape in Brazil is at a turning point. For years, international app publishers have been locked into the dominant app stores’ billing systems, limited to the payment methods those stores allow, and forced to operate within rigid, one-size-fits-all checkout experiences.
But that model is beginning to change. Recent antitrust decisions have challenged the long-standing control that app marketplaces hold over in-app billing. In Brazil, regulators have followed suit: CADE, the country’s antitrust authority, opened an investigation into Apple’s potential monopoly on in-app payments. Together, these developments mark the start of a global shift toward what many call payment freedom—a movement giving app publishers the right to choose their own payment partners.
For companies with an interest in the Brazilian market, this shift represents a rare opportunity. By integrating with a local payment processor, publishers can bypass app-store fees, offer high-conversion local methods, and ultimately regain control over their monetization strategy.
This article explores how this changing landscape creates new possibilities for in-app payments in Brazil and how international publishers can capitalize on them, reducing costs, increasing conversions, and managing revenue efficiently from abroad.
The Real Cost of App Store Billing in Brazil
While the default app store model was designed to simplify monetization, it has become an expensive and restrictive framework—especially for international publishers selling in Brazil. The default in-app billing systems offered by app marketplaces take a significant portion of revenue, limit access to local payment methods, and leave publishers with little control over the checkout experience. This results in higher costs, lower conversion rates, and a frustratingly narrow view of one of the world’s most dynamic digital markets.
In the sections below, we’ll break down the key pain points that make this model unsustainable for publishers who want to grow and optimize their Brazilian operations.
The 15–30% “App Tax”
For most publishers, the biggest pain point of the app store billing model is the so-called “app tax”—the commission that app marketplaces charge for every in-app transaction, ranging from 15% to 30%. While this fee structure was once accepted as the cost of global distribution, it now represents a major barrier for companies operating at scale, particularly in high-volume markets like Brazil.
When margins are already tight, these fees can take a substantial portion of profits, especially for businesses with subscription-based or microtransaction-heavy models. What’s more, they apply uniformly across markets, without accounting for regional realities such as local consumer preferences, currency volatility, or transaction costs. In Brazil, where the Pix instant payment system has drastically reduced processing expenses, paying 30% for basic billing infrastructure simply doesn’t makes sense.
The rise of alternative billing models means publishers will now have a chance to cut these costs dramatically.
Lack of Essential Local Payment Methods
For any company doing business in Brazil, offering local payment methods is a necessity, and at the center of this landscape is Pix. Used by over 93% of the adult population, Pix has become Brazil’s preferred way to pay for almost everything, from in-store purchases to online shopping. Its instant, low-cost, and user-friendly experience sets the standard for what Brazilian consumers expect at checkout.
Yet, despite its dominance, Pix isn’t available for all apps, and there is no option for recurring or one-click payments. This leaves a major gap for publishers trying to convert users who expect to see these options within their favorite apps.
The challenge doesn’t stop there. Many Brazilians still rely on other local payment methods such as boleto bancário—essential for unbanked or credit-averse consumers—which isn’t supported by the default in-app billing systems of app marketplaces.
No Control Over the Checkout Experience
Even beyond cost and payment availability, one of the most limiting aspects of the default app store billing model is the lack of control it gives publishers over the checkout experience. Every transaction must flow through a standardized interface, leaving no room for optimization, A/B testing, or customization that reflects the brand’s identity and user journey.
For publishers operating in Brazil, this is a missed opportunity. Checkout experience has a direct impact on conversion, and in a market where consumers are used to Pix payments that finalize in seconds and localized checkout designs, the generic global flow feels out of place.
How the In-App Payment Market Is Changing
Fortunately, the digital payment ecosystem is shifting, and app stores are no longer the gatekeepers they once were. Epic Games and Google recently reached a landmark settlement, concluding a five-year antitrust battle that reshaped the rules for in-app monetization. This settlement follows years of pressure from regulators and developers demanding fairer competition in the app economy.
As part of the agreement, Google will allow developers to use alternative billing systems for Android apps and reduce commissions to as low as 9–20% on these transactions, a move that signals a major global shift toward greater billing freedom.
For international companies operating in Brazil, this moment represents a turning point. With the app store “walled gardens” beginning to open, publishers can now look beyond platform-imposed systems to implement local payment solutions that deliver lower costs, higher conversion, and a payment experience that reflects how Brazilians actually buy and subscribe.
New Rules, New Opportunities: Going Local with PagBrasil
The in-app payment landscape is undergoing a long-awaited transformation. For app publishers selling in Brazil, this shift brings a powerful opportunity: the freedom to take control of their monetization strategy, reduce costs, and offer payment experiences that truly match local expectations.
However, turning this opportunity into real results requires more than just branching out from default app billing systems. It means working with a local partner who understands Brazil’s complex payment ecosystem, regulations, and consumer habits.
PagBrasil provides that bridge. With our deep understanding of the Brazilian ecosystem, we empower publishers to optimize conversion rates, reduce operational costs, and gain full visibility over their Brazilian revenue stream.
The Intermediation Model: Your Full-Service Solution
For international publishers, one of the biggest challenges in Brazil is managing the complexity of local payment processing—from dealing with taxes and regulations to settling funds across borders. PagBrasil simplifies this entire process through its intermediation model, a full-service solution designed specifically for foreign companies operating in Brazil.
Here’s how it works: PagBrasil handles all transactions locally in Brazilian reais (BRL), processing payments through the full range of local methods. Once processed, the total revenue is remitted to the merchant in USD or EUR, eliminating the need for a local entity or bank account.
This model gives publishers the best of both worlds: full access to the Brazilian market and its preferred payment methods, without the administrative burden of managing local compliance or currency exchange. The result is a streamlined, transparent, and fully compliant way to monetize apps in Brazil.
A Complete Brazilian Payment Ecosystem
PagBrasil offers a comprehensive payment infrastructure built specifically for the Brazilian market, empowering international app publishers to localize their payment experience, increase conversions, and operate efficiently without the need for a local entity.
Full array of local payment methods: At the core of this ecosystem are the payment methods that Brazilians trust and prefer. With PagBrasil Pix, including 1-Click Pix, users can complete payments instantly without redirection, creating a frictionless checkout flow that drives higher conversion rates. In addition, PagBrasil supports all major local credit cards, digital wallets like Apple Pay and Google Pay, and Boleto Flash®, a fast-clearing alternative to traditional boletos (Brazilian bank slips).
Comprehensive subscription management: For apps operating on a recurring revenue model, PagBrasil also provides PagStream®, a complete subscription management platform that centralizes billing, customer management, and payment automation. Built to handle the complexities of recurring payments in Brazil, PagStream® integrates seamlessly with the country’s preferred payment methods, including Automatic Pix, to ensure consistent renewals and fewer failed charges.
Localized fraud protection: To ensure these transactions are secure and high-performing, PagShield®—PagBrasil’s proprietary fraud prevention solution—uses machine learning and local data insights to distinguish legitimate payments from fraudulent attempts. This approach minimizes chargebacks while maximizing approval rates, a balance that’s particularly critical in Brazil’s dynamic payments environment.
Flexible integrations: When it comes to integration, PagBrasil offers flexible options to match each publisher’s level of control and technical capacity. Most international companies opt for PagBrasil Checkout (the next evolution of the payment link), a secure, ready-to-use external checkout that’s fully PCI DSS compliant. For businesses seeking deeper customization, we also offer API and PagBrasil.JS integrations, which offer more control over the checkout experience.
Take Back Control of Your App Revenue in Brazil
The app economy is changing—and with it, the rules of monetization. As app stores open up to third-party payments, international publishers now have the freedom to localize their strategies, reduce costs, and deliver payment experiences that truly resonate with Brazilian users.
Partnering with a local expert like PagBrasil turns this regulatory shift into a business advantage. With our full suite of local payment methods, advanced fraud prevention, and seamless integration options, we help you unlock higher conversion rates and more efficient monetization, without the complexity of managing local operations.
Now is the moment to take control of your in-app payments in Brazil.
Speak with one of our specialists to discover how PagBrasil can help your business reduce costs, increase revenue, and deliver a better experience for your Brazilian users.
