EBANX’s expansion strategy drives financial inclusion in emerging markets

For EBANX, connecting global businesses to emerging markets has always been about more than transactions.

Founded in Brazil, EBANX has expanded over 12 years across Latin America, Africa, and Asia.

Today, it offers more than 200 payment methods across 29 countries, helping companies like Canva, Gravity Game Vision, and XTransfer access regional markets while supporting local consumer needs.

"We're not just processing payments; we are driving financial inclusion and empowering communities by bringing millions into the digital economy," Fabio Scopeta, Chief Product and Technology Officer, said during an interview.

With a team of over 700 people from 20 nationalities spread across Brazil, China, the U.S., India, and Singapore, EBANX continues to maintain a presence in each market.

"We cannot be in our headquarters in Brazil and pretend to be experts without being on the ground," Scopeta said. By prioritising regional preferences and regulatory nuances, EBANX has become a trusted partner for global companies navigating diverse payment landscapes.

Strategic Partnerships and Local Adaptation

EBANX's partnership with Canva highlights its flexibility in tailoring solutions to different markets. 

Canva's Latin American expansion posed specific challenges around regulation and consumer payment habits, which EBANX addressed through its seamless integration system.

"For Canva, expanding meant enabling more users to express their creativity using the payment methods they trust," explained Scopeta.

This customised approach allowed Canva to increase user access, a sentiment echoed by Felipe Godoy, Canva's LATAM Growth Marketing Manager, who said, "By partnering with EBANX, we're making it easier for millions of people to access our platform using payment methods they trust and prefer."

Pix, Brazil's rapidly growing digital payment method, demonstrates EBANX's adaptability. Currently accounting for 40% of digital transactions in Brazil, Pix rivals credit cards, which hold a 44% market share, and is projected to surpass them by 2025. Scopeta explained, "If you want to reach consumers in Brazil, you have to have Pix." With a 90% adoption rate among Brazilian adults, Pix has become a crucial tool for companies like Canva aiming to capture a broad user base.

Financial Inclusion Through Pix Automático 

The Central Bank of Brazil has developed Pix Automático, a feature set to launch in June 2025 to facilitate recurring payments for subscriptions and streaming services. 

"Pix Automático will cover the needs for all 90% of adults already using Pix daily," Scopeta said. EBANX is working with merchants to prepare them for the feature by providing a sandbox for early integration, allowing companies to customise and test their systems ahead of its release.

EBANX's merchants have seen substantial growth by incorporating Pix as a payment option. The company's data shows that merchants accepting Pix experienced a 16% revenue increase and a 25% growth in client numbers, reflecting Pix's impact on merchant expansion. Moreover, EBANX's AI-based routing technology, which improves transaction approval rates, has led to a 9-30 percentage point increase for clients depending on the specific merchant, underscoring EBANX's commitment to optimising merchant performance.

Global Expansion in Africa and India

EBANX's approach to Africa and India has been similarly tailored to local needs.

In Africa, where mobile money dominates, EBANX has adapted its payment infrastructure to align with telecommunications infrastructure, allowing users to make payments without internet access. "Our playbook in Africa involves adding mobile money options and building the right partnerships to align with local preferences," Scopeta said. Mobile money accounts for nearly half of digital commerce in Kenya, exemplifying the value of adapting to local conditions.

In India, EBANX's strategy includes UPI integration, a payment system with similar success to Pix in Brazil, currently representing 55% of digital transactions in the country. Recognising the balance between APMs (alternative payment methods) and credit cards, EBANX's hybrid strategy allows merchants to reach a broad customer base. "Reflecting the balance of payment preferences in markets like India is crucial," Scopeta said, explaining that both APMs and traditional payment methods are necessary to capture full market potential.

Navigating Complexity with Data and Local Knowledge

Data plays a central role in EBANXs strategy to support merchant expansion and navigate the complexities of diverse markets.

Scopeta explained, "Merchants need to know both the market potential and the complexities they need to navigate." EBANX provides guidance not only on the regulatory and tax environments of each region but also on market potential, helping merchants confidently expand with high approval rates for transactions.

The ability to ensure transaction approval while mitigating fraud risk is crucial for EBANX's influence on merchant expansion. "Our influence is strongest when we help merchants understand what the local market requires and ensure high approval rates for legitimate transactions," Scopeta said.

Competitive Edge and Commitment to Excellence

When asked what sets EBANX apart from competitors, Scopeta cited the company's consistent performance, loyalty among long-term clients, and relentless drive for improvement. "We have a competitive edge because of our continuous investment in increasing approval rates. That's our game; we fight for every percentage point because it reflects directly in merchant revenue," he said.

EBANX's industry is highly competitive, with many merchants keeping multiple payment partners.

"It's a competitive industry, and we know merchants have redundancies. That keeps us striving to be the best, both in technology and in the relationships we build," Scopeta explained.

Looking Ahead

Reflecting on EBANX's journey, Scopeta sees a culture that combines global ambition with startup agility.

Founded by three Brazilian entrepreneurs, EBANX's commitment to high technology standards has enabled it to deliver on client expectations across regions. "Our company has the agility of a startup and the depth of experience to tailor solutions for each merchant," he said.

With recent partnerships spanning Australia, China, South Korea, the U.S., and Sweden, EBANX continues to drive innovation in payments and financial inclusion. "Investing in AI-powered solutions helps us shape the future of digital commerce and maintain our edge," Scopeta said.

EBANX's vision remains to create a seamless payment experience that bridges global businesses and local consumers. "At EBANX, we are rebuilding the future of global payments, one local transaction at a time," Scopeta concluded.