<dx:ASPxButton ID="DataAwareExportButton" runat="server" 
    Text="Export to XLSX" onclick="DataAwareExportButton_Click" ToolTip="Export using the Data-Aware type."/> 
<dx:ASPxButton ID="WysiwygExportButton" runat="server" Text="Export to PDF" 
    onclick="WysiwygExportButton_Click" ToolTip="Export using the WYSIWYG type." />

<dx:ASPxPivotGrid ID="ASPxPivotGrid1" runat="server" ClientIDMode="AutoID" 
    DataSourceID="SqlDataSource1">
    <Fields>
        <dx:PivotGridField ID="fieldCountry" Area="ColumnArea" AreaIndex="0" 
            FieldName="Country">
        </dx:PivotGridField>
        <dx:PivotGridField ID="fieldCategoryName" Area="RowArea" AreaIndex="0" 
            Caption="Category" FieldName="CategoryName">
        </dx:PivotGridField>
        <dx:PivotGridField ID="fieldProductName" Area="RowArea" AreaIndex="1" 
            Caption="Product" FieldName="ProductName">
        </dx:PivotGridField>
        <dx:PivotGridField ID="fieldExtendedPrice" Area="DataArea" AreaIndex="0" 
            Caption="Extended Price" FieldName="Extended_Price">
        </dx:PivotGridField>
        <dx:PivotGridField ID="fieldSalesPerson" Area="ColumnArea" AreaIndex="1" 
            Caption="Sales Person" FieldName="Sales_Person">
        </dx:PivotGridField>
        <dx:PivotGridField ID="fieldQuantity" Area="DataArea" AreaIndex="1" 
            FieldName="Quantity">
        </dx:PivotGridField>
    </Fields>
</dx:ASPxPivotGrid>
<dx:ASPxPivotGridExporter ID="ASPxPivotGridExporter1" runat="server">
</dx:ASPxPivotGridExporter>

using System;
using DevExpress.XtraPrinting;
using DevExpress.Utils;

namespace ASPPivotGridExport {
    public partial class WebForm1 : System.Web.UI.Page {
        protected void DataAwareExportButton_Click(object sender, EventArgs e) {
            // Exports using the Data-Aware type.
            ASPxPivotGridExporter1.ExportXlsxToResponse("ASPxPivotGrid", new XlsxExportOptionsEx {
                AllowFixedColumns = DefaultBoolean.False,
                SheetName = "Pivot Grid Export"
            }, 
            true);
        }

        protected void WysiwygExportButton_Click(object sender, EventArgs e) {
            // Exports using the WYSIWYG type.
            ASPxPivotGridExporter1.ExportPdfToResponse("ASPxPivotGrid", new PdfExportOptions() {
                ShowPrintDialogOnOpen = true,
            }, true);
        }
    }
}

Imports System
Imports DevExpress.XtraPrinting
Imports DevExpress.Utils

Namespace ASPPivotGridExport
    Partial Public Class WebForm1
        Inherits System.Web.UI.Page

        Protected Sub DataAwareExportButton_Click(ByVal sender As Object, ByVal e As EventArgs)
            ' Exports using the Data-Aware type.
            ASPxPivotGridExporter1.ExportXlsxToResponse("ASPxPivotGrid", New XlsxExportOptionsEx With 
            {.AllowFixedColumns = DefaultBoolean.False, .SheetName = "Pivot Grid Export"}, True)
        End Sub

        Protected Sub WysiwygExportButton_Click(ByVal sender As Object, ByVal e As EventArgs)
            ' Exports using the WYSIWYG type.
            ASPxPivotGridExporter1.ExportPdfToResponse("ASPxPivotGrid", New PdfExportOptions() With 
            {.ShowPrintDialogOnOpen = True}, True)
        End Sub
    End Class
End Namespace

using System;
using System.Drawing;
using DevExpress.Web.ASPxPivotGrid;

namespace WebPivotExportCustomizeCell
{
    public partial class Default : System.Web.UI.Page {
        protected void Page_Load(object sender, EventArgs e)
        {
            ASPxPivotGridExporter1.ASPxPivotGridID = "ASPxPivotGrid1";
        }

        protected void ASPxButton1_Click(object sender, EventArgs e)
        {
            var exportOptions = new PivotXlsxExportOptions();
            exportOptions.CustomizeCell += 
                new CustomizePivotCellEventHandler(exportOptions_CustomizeCell);
            ASPxPivotGridExporter1.ExportXlsxToResponse("PivotGrid", exportOptions);
        }

        void exportOptions_CustomizeCell(CustomizePivotCellEventArgs e)
        {
            if (e.ExportArea == DevExpress.XtraPivotGrid.PivotExportArea.Data) {
                e.Formatting.BackColor = Color.Azure;
                e.Formatting.Font.Italic = true; 
            }
            e.Handled = true;
        }
    }
}

Imports System
Imports System.Drawing
Imports DevExpress.Web.ASPxPivotGrid

Namespace WebPivotExportCustomizeCell
    Partial Public Class [Default]
        Inherits System.Web.UI.Page

        Protected Sub Page_Load(ByVal sender As Object, ByVal e As EventArgs)
            ASPxPivotGridExporter1.ASPxPivotGridID = "ASPxPivotGrid1"
        End Sub

        Protected Sub ASPxButton1_Click(ByVal sender As Object, ByVal e As EventArgs)
            Dim exportOptions = New PivotXlsxExportOptions()
            AddHandler exportOptions.CustomizeCell, AddressOf exportOptions_CustomizeCell
            ASPxPivotGridExporter1.ExportXlsxToResponse("PivotGrid", exportOptions)
        End Sub

        Private Sub exportOptions_CustomizeCell(ByVal e As CustomizePivotCellEventArgs)
            If e.ExportArea = DevExpress.XtraPivotGrid.PivotExportArea.Data Then
                e.Formatting.BackColor = Color.Azure
                e.Formatting.Font.Italic = True
            End If
            e.Handled = True
        End Sub
    End Class
End Namespace