The 28-year-old is set to join Sam Allardyce's side on loan until the end of the season, with a view to a permanent deal.
Paulista has scored 19 goals this season for Cruzeiro and will add an extra striking option for Allardyce for the second half of the campaign.
Sky Sports understands that the player is due to arrive in England on Sunday to undergo a medical ahead of finalising his move.
Paulista does not require a work permit to move to the Premier League as he has an EU passport, so could figure immediately for the Hammers.
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