Selling to customers in Brazil: pricing, payments and taxes
Brazil is a big, online, digital-product-loving market. It's also a place where a checkout built for US buyers quietly loses sales.
Buyers there pay a tax on foreign purchases. Many prefer to pay with Pix, not a card. And a US price can feel heavy. This guide covers price, payments, and taxes for sellers outside Brazil.
What prices look like in Brazil
World Bank data for 2025 puts Brazil's price level at a bit under half the US level at market exchange rates. That's a smaller gap than India, and big apps price that way too. These prices were observed in August 2026:
| Product | Brazil price | Share of US price |
|---|---|---|
| Spotify Individual | R$23.90/month | About 36% |
| Canva Pro | R$34.90/month | About 45% |
| Grammarly Premium | R$114.90/month | About 74% |
| ChatGPT Plus | R$99.90/month | About 97% |
Same pattern as everywhere: cheap-to-serve products discount, AI tools don't. For a course, ebook, or template, 40 to 50% off is a sensible starting point for Brazil. The regional pricing calculator gives you a number to start from.
Add Pix to your checkout
Pix is Brazil's instant payment system, run by the central bank. The buyer scans a QR code in their bank app and the money moves in seconds. Central bank figures for late 2025 showed Pix handling more than half of retail payments by count.
You don't need a Brazilian company to accept it. Stripe accounts in the US, Canada, the UK, most of the EU, Switzerland, Australia, and Singapore can turn on Pix. A few details worth knowing:
- Buyers pay in reais. Stripe converts the money for your payout.
- A Brazilian buyer can pay a foreign business up to $3,000 a day and $10,000 a month.
- Subscriptions work through Pix Automático, where the buyer approves a mandate in their bank app.
- Pix disputes can't be contested, and refunds are possible within 90 days.
Many Brazilian shoppers are also used to splitting card purchases into installments. If your checkout can't offer that, a lower price or a monthly plan does a similar job: it makes the first payment smaller.
The 3.5% IOF tax on foreign purchases
Brazil charges IOF, a tax on transactions involving foreign exchange. When a Brazilian buyer pays a business outside Brazil, the current rate is 3.5%. It applies to international card purchases too.
By default the buyer pays it, so your R$100 price becomes R$103.50 in their bank app. With Pix on Stripe, you can choose to absorb the IOF yourself. It comes out of your payout. That's worth testing if your Brazil prices end in clean numbers that buyers compare.
Who pays the IOF changes the number the buyer sees
Buyer pays IOF
R$103.50
The default. The buyer sees a slightly higher total in their bank app.
You absorb IOF
R$100.00
The buyer pays the listed price. You receive 3.5% less.
Taxes for foreign sellers are changing
Brazil is in the middle of a large tax reform. Two new taxes, CBS and IBS, are replacing older ones in stages from 2026, and the new law covers services and digital products bought from abroad. The detailed rules for foreign sellers are still being published, and sources disagree on dates.
So here's the practical advice. If Brazil becomes a real share of your sales, sell through a merchant of record that handles Brazilian tax, or talk to a Brazilian tax adviser. Don't set up local registration based on a blog post. Including this one.
Before you push sales in Brazil
Set a Brazil price
About 40–50% off for low-cost products. Keep AI-heavy plans near full price.
Turn on Pix
For one-time sales and, through Pix Automático, subscriptions.
Decide on IOF
Let the buyer pay the 3.5%, or absorb it for a cleaner price.
Watch the tax reform
Use a merchant of record or get local advice as Brazil sales grow.
Show the Brazil price to Brazil
Evendeals shows buyers in Brazil the Brazil discount, with a code that works at checkout, and keeps it from visitors elsewhere. If you sell through Stripe, the Stripe setup guide covers the details. For a market with a very different checkout, see our guide to selling to customers in India.
Pick one product, set a Brazil price, and turn on Pix. A month of data will tell you more than any guide.