• Shopping cart conversion increases in 20% when consumers don't need to fill out repetitive forms during the purchase journey.
• Partnership with Wake expands the reach of the technology for e-commerce in a plug-and-play model.
Brazilian digital retail could recover up to R$4.6 billion per year, currently lost due to long, repetitive, and inefficient shopping journeys. This estimate comes from a study by Serasa Experian, Brazil's first and largest datatech company, which analyzed consumer behavior at the point of purchase, focusing on abandoned shopping carts and identity verification. The research compares traditional online shopping journeys with processes that use reusable digital identity to reduce the number of fields to fill out at e-commerce checkout.
The survey shows that by replacing lengthy forms, in which the consumer needs to fill in their registration data, with a reusable, previously verified identity, the purchasing journey becomes simpler and safer, increasing the chances of the customer not abandoning the purchase process midway by 20%.
This is possible through Serasa Pass, the first digital identity and payment ecosystem that offers user authentication through a pre-validated data hub. The technology relies on the digital identity already validated in the Serasa app, whose database already reaches more than 601,300 banked individuals in Brazil, to automatically fill in identification, contact, and address data, as well as, optionally, payment information. This mechanism reduces errors and vulnerabilities common to self-declared registrations, bringing the chances of fraud close to zero and reducing onboarding or checkout time by approximately 861,300.
“The Brazilian retail landscape is challenging: in addition to more than 80 million Brazilians being in debt, with money scarce, almost 30 fraud attempts are recorded per minute, forcing companies and consumers to constantly protect themselves against scammers. At the same time, competition in the sector is growing rapidly. Attracting a customer to e-commerce is already difficult, and when they arrive, you can't afford to lose them in a bureaucratic purchasing process. Retailers lose billions every year due to long and insecure journeys. When we simplify checkout with a reusable digital identity, we transform loss into conversion. Serasa Pass shows that it's possible to unlock revenue without sacrificing security,” says Marcelo Queiroz, Head of Product Innovation for Fraud Prevention.
The trend follows consumer behavior: quick registrations, fewer steps, and one-click authentication are decisive factors in preventing abandonment. By centralizing and protecting user data in a single, trusted environment, Serasa Pass reduces the exposure of sensitive information and increases trust in digital transactions.
Partnership with Wake expands the solution's reach in retail.
As a consequence of the advancement of reusable digital identity in e-commerce, Serasa Pass has been integrated into Wake, an LWSA technology company specializing in solutions for retail and industry. With a plug-and-play model plugin, Wake's e-commerce platform allows stores that show interest in the solution to quickly activate the authentication button in just a few clicks, reducing checkout steps and facilitating the purchase journey for their consumers, while increasing conversion potential for their B2B clients.
“The integration of Serasa Pass reinforces our commitment to simpler, more efficient, and fluid journeys. By reducing friction and increasing trust, we help our clients offer the best experience for the end consumer, which strengthens the relationship of trust with the brand and helps to sell more and better. Being a unified commerce platform also encompasses these partnerships for our ecosystem,” says Diego Santos, Head of Innovation and Partnerships at Wake.
Methodology
The study cited in this press release was conducted by Serasa Experian using a proprietary sample of e-commerce businesses that utilize the company's solutions for authentication, payments, and fraud prevention. The analysis considered customer journeys with and without Serasa Pass, conversion projections by funnel stage, and estimates of potential financial return to the market. The results represent the behavior of the observed sample and not Brazilian e-commerce as a whole.
About Serasa Pass
Serasa Pass is a digital identity and payment ecosystem created by Serasa Experian. The solution brings together, in a single secure and encrypted environment, user identification data, access credentials, and payment information, functioning as a hub of pre-verified data connected to the Serasa app, whose database already reaches more than 601,300 banked individuals in the country. Operating as a provider of trusted and reusable digital identity, Serasa Pass allows this validated identity to be leveraged across different digital journeys.
In just a few seconds, the user reuses their already validated credentials to register, authenticate, and complete payments or purchases quickly, seamlessly navigating multiple layers of security. Identification, contact, and address data, as well as optionally payment information, can be automatically filled in, eliminating the need for new forms or sharing personal data directly with each website. As a result, Serasa Pass reduces checkout time by 86%, minimizes the risk of fraud, and offers companies safer journeys with less shopping cart abandonment.
Serasa Experian
Serasa Experian is the first and largest Datatech in Brazil. A leader in intelligence solutions for analyzing risks and opportunities, focusing on credit journeys, authentication and fraud prevention. With cutting-edge technology, innovation and the best talent, it transforms the uncertainty of risk into the best decision, helping people achieve their dreams and companies of all sizes and segments to prosper.
Created in 1968, Serasa became part of the Experian Company in 2007, a global company headquartered in London. It is currently responsible for more than 6.5 million daily queries about companies and consumers and protects more than 2.2 billion commercial transactions every year.
Empowers consumers with financial education, facilitating access to fair credit. Helps companies of all sizes and segments to make better decisions, on several fronts to: find new customers, manage current ones more efficiently, grant credit or sell on credit safely, comply with ESG standards, authenticate its customers and prevent fraud, and also charge them at the ideal time, without impacting the relationship.
With the purpose of creating a better future for everyone by expanding opportunities for people and companies, the company trains people in the technology area and promotes small businesses and startups with social impact through its own free programs. It is considered a LinkedIn Top Company and one of the best companies to work for, recognized by GPTW. It is also the most innovative service company in the country, certified by the Valor Inovação Brasil Award.
expert
Experian is a global data and technology company that creates opportunity for people and drives businesses around the world. We facilitate credit journeys, authenticate and prevent fraud, streamline healthcare processes, provide digital marketing solutions, and help drive insights for the automotive industry, all using innovative combinations of our data, analytics, and software. We also help millions of people achieve their financial goals and save time and money.
We operate in a variety of markets, going beyond financial services and operating in the automotive, agribusiness, healthcare, insurance and many other industry segments. To continue innovating, we invest in talented people and advanced technology to unlock the power of data.
With corporate headquarters in Dublin, Ireland, we are a FTSE 100 company listed on the London Stock Exchange (EXPN) and have a team of 25,200 people in 32 countries. Learn more at experianplc.com.
