Tray expands AI offering for SMEs and automates e-commerce operation across multiple channels 

Tray, the LWSA e-commerce platform, announced the expansion of its offer of Artificial Intelligence solutions aimed at small and medium-sized retailers. Integrated natively to the platform panel, the new features automate stages of the online operation (of the creation of stores and ads for publication in marketplaces & seek to increase the efficiency, scalability and sales capacity of entrepreneurs in different digital channels.

With the new offer, the company expands its strategy to accelerate businesses of all sizes, especially entrepreneurs in early operation, who now have more autonomy to manage the business and increase their chances of growth in e-commerce.

According to the company, the new features allow SMEs to gain productivity to operate simultaneously in their own stores, marketplaces and other digital channels. The e-commerce segment of LWSA brings together more than 211 thousand retailers, who moved R$ 20.3 billion in sales in 1Q26, considering the GMV transited by the ecosystem, including own stores, marketplaces, ERP and integrators.

Native and affordable AI: the advancement of technological democratization

Tray bets on a more integrated and simplified application of AI for e-commerce platforms. Among the main differentials is the native integration of the technology to the platform's administrative panel.The new features were developed for direct use by the retailer, regardless of previous experience, expanding access to technology in the context of SMEs.

“As partners in the entrepreneur's journey, we understood that when investing in AI, we needed to bring solutions that really impacted the operation, such as pricing and standardization of ads (A challenge for those who sell on multiple channels at the same time, since each platform has different requirements of image and description. By bringing AI to the center of the business, we helped this entrepreneur gain scale and more resilience in the first year of the E-commerce”, says Thiago Mazetto, general director of Tray.

Among the highlights is the Wizard with AI, an assistant that allows you to create a complete virtual store in minutes, automatically configuring categories, SEO, visual identity and institutional pages. Intelligent correction of ads 1 initially for Amazon OAS, automated publishing in marketplaces and creation of landing pages, categories and institutional content via IA are other features.

While traditional automation performs predefined tasks, new AI-based capabilities now analyze data in real time and suggest actions to optimize the operation, bringing e-commerce closer to a more autonomous model.

Key benefits include time savings, scalability gains and increased business intelligence, with easy access to consumer behavior information and sales opportunities built into the operation.

LWSA has AI investments across the ecosystem

Tray's initiatives integrate the strategy of adopting Artificial Intelligence throughout the group's ecosystem, which consolidated its core business last year in offering technological solutions for e-commerce. AI is already part of the operations of units such as Bling, aimed at the management of retailers. Octadesk has Woz, a solution that automates much of the customer service interactions.

According to Rafael Chamas, CEO of LWSA, AI is integrated into the operation infrastructure.“A LWSA is in the operational infrastructure of Brazilian e-commerce, with structured data, integrated critical workflows, connected operational domains, governance and execution capacity. This is exactly the layer on which AI agents need to operate to function. We are not just an interface; we are the base that enables a reliable operation”, he highlights.