Tray accelerates offensive to attract new retailers and gain scale in the new phase of e-commerce

Tray, the LWSA e-commerce platform, aims to expand the base and accelerate the entry of new entrepreneurs into e-commerce. To sustain this growth, the company intensifies investments in technology, integration and training, focusing on early stage or scale business. At the same time, it maintains its operations with more mature operations, including physical retailers in the process of digitization and medium-sized companies with more complex structures.

The strategy combines different fronts.Acquisition campaigns, use of artificial intelligence and vocational training initiatives support the company's advancement in an increasingly competitive market.

In the digital environment, Tray bets on content with retailers and influencers who share experiences with the platform, showing the ease of entry and growth in e-commerce.“They are real stories of entrepreneurs who found in Tray a way to structure and scale their business”, says Thiago Mazeto, director of Tray.

AI and empowerment as entry vectors

The incorporation of artificial intelligence is another pillar of this strategy. According to Mazeto, technology has been applied to simplify and, in some cases, automate critical stages of the entrepreneur's journey.

Features range from initial store setup to catalog organization and content generation, reducing time to entry, minimizing operational errors, and accelerating sales start-up.

In parallel, the company reinforces its educational front with the School of E-commerce, which offers free trails aimed at both beginners and retailers in operation. The contents cover the entire digital retail journey, including store creation, pricing, promotional strategies, logistics and multichannel management.

Integrated and multichannel ecosystem

The company also anchors its advancement plan with the offer of a complete structure for retailers in all phases of the business, that is, from those who are starting and want to scale to those who are with the growing business. The native integrations with marketplaces and other solutions such as logistics and means of payment integrate this rationale.

“By offering all solutions in a single environment, we allow the entrepreneur to reduce the dependence on other tools, often added through the acquisition of applications, which generate additional costs, a common scenario in international platforms, which make the operation more complex and reduces the margin of the store owner”, explains Mazeto.

Examples of integrations carried out by the platform are the initiatives with Temu, in the middle of last year. Another initiative was the integration with the TikTok Shop that moved, only in January of this year, R$4 million in GMV transacted by retailers that use Tray.“Social commerce is one of the ways of entry for those who want to start selling online and reinforcement for those who already sell and want to grow. Today's entrepreneur is in multiple channels, marketplaces, social networks or own store, and with a complete platform, can operate and make his business grow.

Currently, Tray brings together more than 600 native features, connections with more than 30 marketplaces and integration with more than a thousand ERP systems, allowing the centralized management of different sales channels.