The Central Bank has set February 28 as the official launch date for the No-Redirection Journey (JSR) for Pix payments, enabling Pix with Embedded Authentication.
This functionality, which must be implemented by Pix participants (banks, payment institutions, etc.), is expected to transform how Brazilians make Pix payments, significantly impacting merchants’ conversion rates.
In this article, you will learn:
- What Pix with Embedded Authentication is and how it works;
- The advantages of Pix with Embedded Authentication for merchants and consumers;
- How to implement Pix with Embedded Authentication in your e-commerce.
What Is Pix with Embedded Authentication?
Pix with Embedded Authentication is a simple way to make Pix payments, offering a faster and easier experience. Instead of being redirected to their banking app to complete the transaction, customers will be able to finalize their purchase directly on the store’s website or app.
This evolution is made possible by updates introduced by the Central Bank within the Open Finance framework (or Open Financial System), an infrastructure that enables the voluntary sharing of banking information between financial institutions.
To better understand this concept, imagine your financial data spread across multiple banks and financial apps. Open Finance allows you to share this information between institutions—with your explicit permission—giving you full control over which information is shared. Additionally, users can authorize specific actions, such as making payments via Pix.
This new approach paves the way for innovations like the Pix with Embedded Authentication. By granting permission once, consumers can enjoy a seamless and customized payment experience without needing to manually authorize each transaction.
On August 2nd, 2024, the Central Bank issued two specific regulations (BCB Resolution No. 406 and BCB Resolution No. 407) about the No-Redirection Payment Journey (JSR).
You might be wondering: What is the connection between Open Finance, the No-Redirection Journey, and Pix with Embedded Authentication?
Here’s how it all comes together:
- Open Finance provides the technological infrastructure that makes the No-Redirection Journey possible. By facilitating data sharing, financial institutions can integrate their systems and streamline payments.
- The No-Redirection Journey enhances the end-user experience by simplifying the payment process.
- Pix with Embedded Authentication is a concrete application of the No-Redirection Journey, designed specifically for online payments via websites and store apps.
- In the physical payment environment (such as card terminals), the No-Redirection Journey will enable Tap-to-Pay Pix.
How Will Pix with Embedded Authentication Work?
Here’s how it will function:
- The user grants permission for their bank account to be used for direct payments. This authorization can be linked to their banking app or a digital wallet, such as Google Pay.
- When making an online purchase, the consumer simply selects Pix as the payment method and completes the transaction in a single click (1-Click Pix) on the e-commerce platform.
This streamlined and intuitive journey enhances the user experience, increasing the chances of completing purchases and reducing cart abandonment rates.
Is Pix with Embedded Authentication Secure?
All Pix transactions are safe due to various measures implemented by the Central Bank and financial institutions.
For Pix with Embedded Authentication, additional security layers include facial recognition, passwords, or biometrics to finalize purchases. Additionally, the first payment requires device authentication.
What Are the Benefits of Pix with Embedded Authentication?
Pix with Embedded Authentication offers advantages for both e-commerce merchants and consumers. Let’s break them down:
Benefits for E-commerce Merchants:
- Reduced cart abandonment: The simplified payment process eliminates unnecessary steps, significantly boosting conversion rates.
- Competitive edge: Businesses offering this payment method will have an advantage, as consumers are likely to favor platforms with a faster, more convenient checkout experience.
Benefits for Consumers:
- Faster checkout experience: Pix with Embedded Authentication eliminates the need to switch between online environments, reducing the number of steps required to complete a purchase.
- Potential discounts: Many merchants already offer discounts for Pix payments due to lower processing costs, and this trend is expected to grow with Pix with Embedded Authentication.
How Will Pix with Embedded Authentication Impact Debit Cards?
Debit card usage has been declining in recent years, and the arrival of Pix with Embedded Authentication is expected to accelerate this trend.
In Q4 2020, debit cards accounted for 26% of payment transactions in Brazil, while Pix—still in its early days—represented just 1%. By Q4 2023, debit card usage had dropped to 13%, whereas Pix surged to 41%.
According to Central Bank data, in 2024 alone, 27 billion person-to-person (P2P) transactions and 22 billion person-to-business (P2B) transactions were made via Pix.
How to Offer Pix with Embedded Authentication in Your E-commerce?
Now that you understand what Pix with Embedded Authentication is and its benefits, you may be wondering: How can I integrate it into my e-commerce?
Here’s what you need to consider:
- Ease of integration: Look for platforms that support Pix with Embedded Authentication, ensuring seamless connectivity between your e-commerce and financial institutions.
- Extra functionalities: Look for platforms that provide additional benefits, like detailed conversion reports, helping you assess the impact of this payment method on your business.
- Security standards: Ensure the payment processor complies with PCI DSS certification standards. PagBrasil, for example, is PCI DSS Level 1 certified—the highest level of security.
- Customer support: Choose a provider that offers more than just transaction processing. With dedicated human support, you can gain valuable insights to optimize operations and drive business growth.
1-Click Pix: PagBrasil’s Embedded Authentication Solution
PagBrasil pioneered the launch of Pix with 1-Click for e-commerce. The first version, released in November 2024, introduced automatic redirection to banking apps—already a significant improvement in user experience.
With the launch of the No Redirection Journey in February 2025, PagBrasil now presents the latest iteration of its solution.
How Does the 1-Click Pix Payment Work?
During the first 1-Click Pix payment with embedded authentication, additional steps are required to authorize the bank and payment processor for future transactions.
Steps for the First 1-Click Pix Payment:
Talk to PagBrasil’s Experts
At PagBrasil, we are committed to delivering the best payment experience. Today, our Pix conversion rate exceeds 90%.
Contact us to explore all the benefits of processing your store’s digital payments with PagBrasil.
