Tray
Tray is a Brazilian cloud-based SaaS e-commerce platform serving 100,000+ merchants with an all-in-one commerce operating system spanning storefronts, 30+ marketplace integrations, payments, shipping, and AI-driven optimization. Targeting Brazilian SMBs through a self-serve, tiered subscription model.
- Company typePrivate
- Founded2002
- HeadquartersMarília, Brazil
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Tray does
Tray is a Brazilian cloud-based SaaS e-commerce platform serving over 100,000 active merchants, operated by Tray Tecnologia em E-commerce LTDA (CNPJ 02.351.877/0009-00), headquartered in Marília, Brazil, and affiliated with LWSA (referenced via lwsa.tech). The platform provides an all-in-one commerce operating system combining storefront, shopping cart, checkout, order management, point-of-sale (Tray PDV), payment processing (Tray Pagamentos via Vindi), shipping logistics (Tray Envios, with rates up to 60% cheaper than market), email and WhatsApp marketing, invoicing, and an AI assistant (Tray Pulse) — wrapped around a unified multi-channel dashboard integrating 30+ Brazilian marketplaces (Mercado Livre, Amazon, Shopee, Shein, TikTok Shop, Temu, Magazine Luiza, Casas Bahia, Americanas among others) plus 2,000+ ERP and integration partners. The platform is differentiated by extensive marketplace integration breadth, AI-driven content and ad-optimization tooling embedded natively (not as paid add-ons), Brazilian compliance and logistics infrastructure including Correios/Jadlog/LATAM Cargo, and an RA1000 reputation as Brazil's #1 e-commerce platform on Reclame Aqui.
The business model is built on tiered SaaS subscription (R$19 to R$449 per month across six tiers, with Ultra enterprise on custom contracts), augmented by payment-processing transaction fees (starting 2.0% external; 3.19%–4.89% on Tray Pagamentos), app-store revenue share across 600+ third-party apps, theme and template sales, and concierge "Loja Pronta" store setup services (R$2,016 to custom enterprise pricing). Go-to-market is primarily self-serve PLG supported by a 1,000+ certified partner network for SMBs; enterprise clients receive dedicated specialists and multi-year contracts. The product cadence is among the most aggressive in the sector, with documented feature releases nearly monthly across 2024–2026 covering AI landing pages, Meta Advantage+ integration, TikTok Shop, Temu, Shopee Fulfillment, WhatsApp Business, AI listing correction, Multi-CD warehouse management, and a 60% platform-wide performance improvement. Tray expanded through acquisition of Fbits in March 2019, and operates within the LWSA ecosystem as a privately held Brazilian LLC without public ownership disclosure. Leadership is led by CEO Thiago Mazeto, with founder Willians Marques and product head Richard Santos in the executive ranks.
Tray firmographics
Firmographics- Name
- Tray
- Legal name
- Tray Tecnologia em E-commerce LTDA
- Website
- https://tray.com.br
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Tray is a Brazilian cloud-based SaaS e-commerce platform serving 100,000+ merchants with an all-in-one commerce operating system spanning storefronts, 30+ marketplace integrations, payments, shipping, and AI-driven optimization. Targeting Brazilian SMBs through a self-serve, tiered subscription model.
- Ownership category
- akta.pro rank
Tray industry classification
Industry- Product category
- E-commerce Platform
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Omnichannel Commerce & Click-and-Collect Platforms (BPAMAGAL)
Keywords
Where Tray is headquartered
LocationHeadquarters
- HQ city
- Marília
- HQ country
- Brazil
- HQ region
- Latin America
Offices1 record
Markets served
Tray business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations, Supply Chain
Revenue model
- Subscription Fees: Monthly/annual subscription plans (R$19-R$449/month) with tiered features. Includes SaaS platform access, hosting, themes, and basic integrations.
- Payment Processing (Tray Pagamentos): Transaction fees on sales processed through the platform. Starting at 2.0% for external payment methods, with discounted rates for Tray Payments (free for Start plan, 3.19%-4.89% + R$0.39 for other plans).
- Marketplace Transaction Fees: Zero fees for marketplace sales on Start+ plan and higher tiers, though Tray may earn referral/commission revenue from marketplace partners.
- Theme & Template Sales: R$200 cashback in themes for Expansion plan; premium themes and layouts available through Theme Store.
- App Store Revenue: Revenue share from third-party applications and solutions sold through the Tray App Store (600+ apps available).
- Professional Services: Ready-made store packages (Loja Pronta 1/2/3) with premium implementation ranging from R$168 to custom enterprise pricing for Ultra plan.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Start - R$19/month (R$16/month annual) - For beginners |
| Subscription | Monthly | Básico - R$49/month (R$41/month annual) - For sellers ready to professionalize |
| Subscription | Monthly | Crescimento - R$85/month (R$72/month annual) - For growth acceleration |
| Subscription | Monthly | Expansão - R$189/month (R$160/month annual) - More features and structure |
| Subscription | Monthly | Avançado - R$399/month (R$339/month annual) - For scaling operations |
| Subscription | Multi-year contract | Ultra - Custom pricing - Enterprise solution |
| One time/ perpetual license | Pay-as-you-go | Loja Pronta 1 - R$2,016 one-time (12x R$168) |
| One time/ perpetual license | Pay-as-you-go | Loja Pronta 2 - R$4,260 one-time (12x R$355) |
| One time/ perpetual license | Multi-year contract | Loja Pronta 3 - Custom pricing |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels10 records
Tray product offering
Product offeringCore offering
Tray is a cloud-based SaaS e-commerce platform that enables Brazilian merchants to create and operate online stores, manage inventory, accept payments, ship orders, and sell across 30+ marketplaces (Mercado Livre, Amazon, Shopee, Shein, TikTok Shop, Magazine Luiza, etc.), social channels, and physical retail locations from a single unified dashboard. The platform bundles 600+ native features, an AI assistant (Tray Pulse), integrated payment processing (Tray Pagamentos), integrated shipping (Tray Envios), a POS system (Tray PDV), and a hardware card terminal (Maquininha SMART Tray), and is sold via tiered monthly/annual subscriptions ranging from R$19/month (Start) to enterprise pricing (Ultra).
Product overview
Tray is a Brazilian all-in-one e-commerce platform organized as a core platform (Tray Plataforma de E-commerce) supplemented by an extensive suite of native modules and integrated tools. The core platform provides the storefront, shopping cart, checkout, order management, and admin panel, while native modules include Tray Pulse (AI assistant), Tray Pagamentos (payment processing), Tray Envios (shipping), Tray PDV (point-of-sale), Tray Maquininha (card terminal), Tray Chat with bot builder, Email/WhatsApp Marketing, the Emissor de Notas (invoice issuer), and Tray Crédito (financial credit). The platform integrates with 30+ marketplaces (Mercado Livre, Amazon, Shopee, Shein, TikTok Shop, etc.), Google Ads/Meta advertising ecosystems, and dropshipping via AliExpress/Dropi. Additional layers include the Loja de Aplicativos (app marketplace), Loja de Temas (theme store), and concierge Loja Pronta store setup service. The platform targets Brazilian SMBs with five pricing tiers (Start at R$19/month through Ultra enterprise plan) and is operated by LWSA (Tray Tecnologia em E-commerce LTDA).
Differentiator
Problem solved
Functional benefit
Brands
- Tray Pulse: AI-powered e-commerce assistant that helps build and perfect brands, create content, organize categories, and optimize SEO for stores.
- Tray PDV
- Tray Envios
- Tray Pagamentos
- Tray PDV Maquininha
Products and services
- Tray E-commerce Platform All-in-one cloud-based SaaS e-commerce platform that enables Brazilian merchants to create and operate online stores and sell across 30+ marketplaces, social channels (Instagram, Facebook, TikTok, WhatsApp), and physical retail from a single unified dashboard. Sold via tiered monthly/annual subscriptions (Start R$19/month to Ultra custom).
- Loja Pronta (Concierge Store Setup) Paid concierge store setup service available in three tiers (Loja Pronta 1 at R$2,016/12x R$168, Loja Pronta 2 at R$4,260/12x R$355, Loja Pronta 3 at custom enterprise pricing) where the Tray team configures the store, imports up to 1,000 products, applies themes, integrates up to 3 marketplaces, and provides live training. Targeted at SMB merchants who prefer white-glove onboarding.
- Maquininha SMART Tray (POS Hardware) Native SMART Tray card terminal (POS hardware) with integrated Smart TEF, sold with no rental fee, designed for in-person card transactions and integrated with the Tray e-commerce platform for omnichannel sales.
- Loja de Aplicativos (Tray App Store) Tray's app marketplace (aplicativos.tray.com.br) where third-party developers and partners list and sell applications that extend the Tray platform's functionality, with Tray earning revenue share on transactions.
- Loja de Temas (Tray Theme Store) Tray's theme marketplace (temas.tray.com.br) where partners sell ready-made store templates and layouts optimized for conversion, including the Tray Theme 3.0 default template and premium themes with HTML/CSS/JS source code access on higher-tier plans.
Quantifiable outcome
- Up to 60% cheaper shipping rates through Tray Envios
- +4 more outcomes
Companies that use Tray
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles2 records
Tray technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration43 records
AI capability9 records
Feature9 records
Tray partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered core and minor.
- Shopee FulfillmentcoreIntegrated logistics service for Shopee sellers, enabling faster deliveries with complete management from Tray dashboard.
- CentaurominorSports marketplace integration reaching millions of sports enthusiasts in Brazil.
- WhatsApp BusinesscoreIntegrated WhatsApp Business for customer communication, marketing campaigns, and automated responses.
- UniclubeminorMarketplace integration with Uniclube, the Unimed cooperative healthcare group's marketplace.
- TemucoreIntegration with Temu marketplace, the fast-growing cross-border e-commerce platform.
- PetloveminorIntegration with Petlove, Brazil's largest pet marketplace with over 1.1 million active customers.
- Ri HappyminorIntegration with Ri Happy, Brazil's largest children's products marketplace.
- MadeiraMadeiracoreIntegration with MadeiraMadeira, major Brazilian home and construction marketplace.
- Amazon BrazilcoreNative integration allowing merchants to list and sell products on Amazon Brazil directly from Tray dashboard. Includes exclusive benefits and streamlined listing management.
- Mercado LivrecoreDeep integration with Mercado Livre, Brazil's largest e-commerce marketplace. Includes unified inventory management, automatic price calculation for shipping costs, and ME2 shipping integration.
- ShopeecoreIntegration with Shopee including AI-powered listing creation, Shopee Fulfillment support, and automatic fee calculation.
- TikTok ShopcoreNative TikTok Shop integration allowing merchants to sell directly through TikTok videos, lives, and profile. Includes affiliate program for TikTok creators.
- Magazine LuizacoreIntegration with Magazine Luiza marketplace, one of Brazil's largest retailers.
- SheincoreIntegration with Shein marketplace for Brazilian sellers.
- AmericanascoreIntegration with Americanas marketplace including multi-account management.
- Casas BahiacoreIntegration with Casas Bahia marketplace, major Brazilian home goods retailer.
- AliExpresscoreDropshipping integration allowing merchants to sell AliExpress products without inventory. Automatic import of photos, descriptions, and variations.
- Dropi NacionalminorDropshipping supplier integration for Brazilian products and faster shipping.
- Google Ads (PMax)coreNative integration with Google Ads Performance Max campaigns. AI-powered budget recommendations and conversion estimation.
- Meta Ads (Facebook/Instagram)coreIntegration with Meta Advantage+ for automated advertising campaigns. AI optimizes campaigns for conversions.
- Vindi (Tray Pagamentos)corePayment processing through Vindi-powered Tray Pagamentos with dashboard, dispute management, and credit services.
- CorreioscoreShipping carrier integration for Correios (Brazilian postal service) through Tray Envios logistics platform.
- Google Analytics 4coreNative GA4 integration with advanced e-commerce event tracking including view_promotion and select_promotion events.
- Google Tag ManagercoreNative GTM integration for tag management and conversion tracking.
- Google Merchant CentercoreProduct catalog synchronization for Google Shopping and free listings.
- Certified Partners (Parceiros Certificados)coreNetwork of 1,000+ certified agencies, developers, and consultants who implement, customize, and resell Tray to Brazilian merchants.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Tray competitors and assessment
Company assessmentMarket position
Weaknesses4 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Tray social profiles
Digital presenceTray financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tray leadership team
Management profileNumber of profiles
Profiles3 records
Tray funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tray M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Tray
What does Tray do?
Tray is a cloud-based SaaS e-commerce platform that enables Brazilian merchants to create and operate online stores, manage inventory, accept payments, ship orders, and sell across 30+ marketplaces (Mercado Livre, Amazon, Shopee, Shein, TikTok Shop, Magazine Luiza, etc.), social channels, and physical retail locations from a single unified dashboard. The platform bundles 600+ native features, an AI assistant (Tray Pulse), integrated payment processing (Tray Pagamentos), integrated shipping (Tray Envios), a POS system (Tray PDV), and a hardware card terminal (Maquininha SMART Tray), and is sold via tiered monthly/annual subscriptions ranging from R$19/month (Start) to enterprise pricing (Ultra).
Is Tray a public or private company?
Tray is a private company. It is classified as corporate owned and is currently operating.
When was Tray founded?
Tray was founded in 2002. It employs 251 to 500 people.
Where is Tray based?
Tray is headquartered in Marília, Brazil, in the Latin America region.
How does Tray make money?
Six revenue lines are on record. Subscription Fees are the primary driver. The others are payment Processing (Tray Pagamentos), marketplace Transaction Fees, theme & Template Sales, app Store Revenue and professional Services.
Does Tray have an API?
Yes. Tray has released API access for third-party marketplace integrations, enabling marketplaces with their own engineering teams to integrate via APIs. The Tray HUB manages the integration usability layer while the marketplace manages its own infrastructure.
What industry is Tray in?
Tray's product category is E-commerce Platform. Its primary akta.pro industry code is BPAMAGAL, Omnichannel Commerce & Click-and-Collect Platforms. Its NAICS code is 518 and its SIC code is 7372.