How to sell to customers in Brazil

How people pay online

• Pix accounted for 42% of ecommerce transaction value in Brazil in 2025, credit cards 40% and debit cards 4%. 1
• 148.3 million people, about 86% of adults, made or received at least one Pix payment in December 2025, and Pix moved more than R$35 trillion (Banco Central do Brasil, Relatório de Gestão do Pix 2023-2025). 2
• Boleto is a voucher regulated by the Central Bank of Brazil that customers pay at a bank, ATM, authorized agency or online bank portal before it expires. 3

Taking payments from abroad

• Stripe lets businesses outside Brazil accept Pix from Brazilian customers in BRL, with settlement in USD, EUR, GBP, CAD, AUD or SGD; Brazilian customers paying businesses abroad are limited to US$3,000 a day and US$10,000 a month per business. 4
• Brazilian customers paying a business abroad by Pix pay 3.5% IOF tax, which Stripe and its partner Ebanx collect; the seller can choose to absorb it. 4
• Stripe supports Boleto only for Stripe accounts based in Brazil; it is not available cross-border. 3

Import tax and duty on parcels

• Portaria MF 1.342 of 12 May 2026 set the import tax rate at 0% for parcels up to US$50.00, effective on publication. 5
• The zero federal rate up to US$50 applies to individuals buying on platforms certified under Remessa Conforme; state ICMS of 17% to 20% still applies, and the US$50 includes product, freight and insurance. 6
• President Lula signed the law converting MP 1.357 on 10 September 2026, keeping the zero import tariff on international online purchases up to US$50, with treatment depending on the platform joining the Receita Federal compliance program. 7

Where to reach buyers

• YouTube's ad reach in Brazil was 150 million in late 2025, against 185 million internet users. 8
• Instagram's ad reach in Brazil was 147 million in late 2025, and Facebook's 109 million. 8
• TikTok's ad reach in Brazil was 131 million adults aged 18 and over in late 2025. 8

Marketplaces

• MercadoLibre (Mercado Livre in Brazil) had 89 million unique active buyers across Latin America in Q2 2026, and its Brazil GMV grew 39% year over year on an FX-neutral basis. 9

Common questions

1. How do people in Brazil pay online?

   Pix accounted for 42% of ecommerce transaction value in Brazil in 2025, credit cards 40% and debit cards 4%. More on payments

2. Can a business outside Brazil accept the payment methods people there use?

   Stripe lets businesses outside Brazil accept Pix from Brazilian customers in BRL, with settlement in USD, EUR, GBP, CAD, AUD or SGD; Brazilian customers paying businesses abroad are limited to US$3,000 a day and US$10,000 a month per business. More on taking payments

3. Do customers in Brazil pay import tax or duty on goods bought from abroad?

   Portaria MF 1.342 of 12 May 2026 set the import tax rate at 0% for parcels up to US$50.00, effective on publication. More on import tax

4. Where should a business advertise to reach buyers in Brazil?

   YouTube's ad reach in Brazil was 150 million in late 2025, against 185 million internet users. More on ads

5. Which online marketplaces are biggest in Brazil?

   MercadoLibre (Mercado Livre in Brazil) had 89 million unique active buyers across Latin America in Q2 2026, and its Brazil GMV grew 39% year over year on an FX-neutral basis. More on marketplaces