Tray

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.

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

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

• E-commerce platform
• Marketplace integration
• Payment processing
• Shipping logistics
• Online store builder

Headquarters

HQ city

Marília

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Subscription Fees: Monthly/annual subscription plans (R$19-R$449/month) with tiered features. Includes SaaS platform access, hosting, themes, and basic integrations.
2. 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).
3. Marketplace Transaction Fees: Zero fees for marketplace sales on Start+ plan and higher tiers, though Tray may earn referral/commission revenue from marketplace partners.
4. Theme & Template Sales: R$200 cashback in themes for Expansion plan; premium themes and layouts available through Theme Store.
5. App Store Revenue: Revenue share from third-party applications and solutions sold through the Tray App Store (600+ apps available).
6. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core 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

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration43 records

AI capability9 records

Feature9 records

Partnerships

26 partnerships are on record, tiered core and minor.

• Shopee FulfillmentcoreTechnology or Integration · 22 October 2025Integrated logistics service for Shopee sellers, enabling faster deliveries with complete management from Tray dashboard.
• CentaurominorChannel Partner/ Reseller/ Distributor · 21 October 2025Sports marketplace integration reaching millions of sports enthusiasts in Brazil.
• WhatsApp BusinesscoreTechnology or Integration · 7 October 2025Integrated WhatsApp Business for customer communication, marketing campaigns, and automated responses.
• UniclubeminorChannel Partner/ Reseller/ Distributor · 10 September 2025Marketplace integration with Uniclube, the Unimed cooperative healthcare group's marketplace.
• TemucoreChannel Partner/ Reseller/ Distributor · 8 September 2025Integration with Temu marketplace, the fast-growing cross-border e-commerce platform.
• PetloveminorChannel Partner/ Reseller/ Distributor · 7 August 2025Integration with Petlove, Brazil's largest pet marketplace with over 1.1 million active customers.
• Ri HappyminorChannel Partner/ Reseller/ Distributor · 19 March 2025Integration with Ri Happy, Brazil's largest children's products marketplace.
• MadeiraMadeiracoreChannel Partner/ Reseller/ Distributor · 11 February 2025Integration with MadeiraMadeira, major Brazilian home and construction marketplace.
• Amazon BrazilcoreChannel Partner/ Reseller/ DistributorNative integration allowing merchants to list and sell products on Amazon Brazil directly from Tray dashboard. Includes exclusive benefits and streamlined listing management.
• Mercado LivrecoreChannel Partner/ Reseller/ DistributorDeep integration with Mercado Livre, Brazil's largest e-commerce marketplace. Includes unified inventory management, automatic price calculation for shipping costs, and ME2 shipping integration.
• ShopeecoreChannel Partner/ Reseller/ DistributorIntegration with Shopee including AI-powered listing creation, Shopee Fulfillment support, and automatic fee calculation.
• TikTok ShopcoreChannel Partner/ Reseller/ DistributorNative TikTok Shop integration allowing merchants to sell directly through TikTok videos, lives, and profile. Includes affiliate program for TikTok creators.
• Magazine LuizacoreChannel Partner/ Reseller/ DistributorIntegration with Magazine Luiza marketplace, one of Brazil's largest retailers.
• SheincoreChannel Partner/ Reseller/ DistributorIntegration with Shein marketplace for Brazilian sellers.
• AmericanascoreChannel Partner/ Reseller/ DistributorIntegration with Americanas marketplace including multi-account management.
• Casas BahiacoreChannel Partner/ Reseller/ DistributorIntegration with Casas Bahia marketplace, major Brazilian home goods retailer.
• AliExpresscoreChannel Partner/ Reseller/ DistributorDropshipping integration allowing merchants to sell AliExpress products without inventory. Automatic import of photos, descriptions, and variations.
• Dropi NacionalminorChannel Partner/ Reseller/ DistributorDropshipping supplier integration for Brazilian products and faster shipping.
• Google Ads (PMax)coreTechnology or IntegrationNative integration with Google Ads Performance Max campaigns. AI-powered budget recommendations and conversion estimation.
• Meta Ads (Facebook/Instagram)coreTechnology or IntegrationIntegration with Meta Advantage+ for automated advertising campaigns. AI optimizes campaigns for conversions.
• Vindi (Tray Pagamentos)coreTechnology or IntegrationPayment processing through Vindi-powered Tray Pagamentos with dashboard, dispute management, and credit services.
• CorreioscoreTechnology or IntegrationShipping carrier integration for Correios (Brazilian postal service) through Tray Envios logistics platform.
• Google Analytics 4coreTechnology or IntegrationNative GA4 integration with advanced e-commerce event tracking including view_promotion and select_promotion events.
• Google Tag ManagercoreTechnology or IntegrationNative GTM integration for tag management and conversion tracking.
• Google Merchant CentercoreTechnology or IntegrationProduct catalog synchronization for Google Shopping and free listings.
• Certified Partners (Parceiros Certificados)coreChannel Partner/ Reseller/ DistributorNetwork 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

Market position

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/traysistemas
• Facebookfacebook.com/traytecnologia
• LinkedInlinkedin.com/company/tray

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tray