NRF 2025, the world’s largest retail event, gathered thousands of experts and companies in New York to discuss trends shaping the industry. Beeteller made its mark by presenting an innovative solution: Pix Internacional, a technology that allows American retailers to accept payments directly from Brazilian tourists via Pix.

We spoke with the three Beeteller representatives at the event — Lauriney Santos (CEO), Rômulo Barreto (CO-CEO), and Rodrigo Nunes (COO) — to explore how the solution aligns with the key themes discussed at NRF.

International Pix and customer experience

Among the top ten themes of NRF 2025, customer experience stood out, with 34 presentations. The focus was on how brands can provide seamless and frictionless journeys. Lauriney Santos highlighted:

“Customer experience goes beyond service. With Pix Internacional, we turn a common friction point — payment — into something intuitive and efficient. This not only improves satisfaction for Brazilian consumers but also increases conversion rates for American retailers.”

Brazilian tourists can, for example, pay for clothing, electronics, or cultural experiences in the United States without needing international cards or cash. This simplicity aligns with the global demand for convenience and personalization.

The convergence of digital and physical in retail

NRF also highlighted the integration between digital and physical worlds, essential for the future of retail. With Pix Internacional, Brazilian consumers can pay directly from their banking apps while shopping in-person at U.S. stores.

Rômulo Barreto noted:

“Pix Internacional is an example of how to connect digital and physical. It allows consumers to use a familiar digital solution like Pix in an international context, promoting convenience for the customer and efficiency for the retailer.”

This innovation not only strengthens the relationship between brands and consumers but also fosters tourism and consumption in international markets.

The future of payments in global retail

NRF 2025 reinforced the importance of innovative, customer-centered solutions. Beeteller’s participation demonstrated how Pix Internacional can transform customer experience and boost international retail.

As Rômulo Barreto put it:

“We are just at the beginning of a revolution in global payments. Pix Internacional is not just a technology; it’s a bridge that connects markets and consumers in a simple and efficient way.”

With solutions like this, the future of retail promises to be increasingly connected, agile, and centered on consumer needs.