Loja Integrada vs Nuvemshop (Tiendanube) vs Tray: updated comparison 2026
Loja Integrada, Nuvemshop (Tiendanube) and Tray are the three most used platforms by beginner and mid-size e-commerce in Brazil. All three promise ease of use, accessible pricing and everything you need to sell online. But in practice, each has very different strengths and limitations. This 2026 updated comparison analyzes each platform based on real implementation and maintenance experience.
Pricing and plans
Loja Integrada: free plan with up to 50 products, paid plans from $11 to $60/month with no per-sale fee. Nuvemshop: limited free plan, plans from $12 to $80/month with per-sale fees that decrease with higher plans. Tray: plans from $10/month to $100/month, with additional charges for traffic volume on basic plans. For those starting with minimum budget, Loja Integrada's free plan is the cheapest entry. For those already selling and needing more resources, Nuvemshop on the Escala plan or Tray on the Pro plan offer better cost-benefit.
Checkout and payments
Nuvemshop leads in transparent checkout: payment happens within the store without redirecting to external pages, with native integration with MercadoPago, PagSeguro, Nuvem Pago and others. Tray has its own checkout with good gateway variety, but experience depends on the theme. Loja Integrada recently improved checkout, but still falls behind in customization options and conversion rate compared to the other two.
Integrations and marketplace
All three platforms integrate with major Brazilian ERPs (Bling, Tiny) and marketplaces (Mercado Libre, Shopee, Amazon). Tray has more robust native marketplace integration and hubs like Anymarket. Nuvemshop has a growing app ecosystem (Nuvemshop App Store) with over 200 applications. Loja Integrada covers basic integrations but fewer advanced options. For operations selling across multiple channels, Tray has the marketplace integration advantage.
Performance and speed
Nuvemshop delivers the best performance among the three, especially with recent optimized themes. Tray has variable performance depending on theme and number of installed apps. Loja Integrada has acceptable but unremarkable performance. None of the three consistently delivers Lighthouse above 80 with custom themes, which is a shared limitation. For cutting-edge performance, all three fall behind Shopify and far behind headless solutions.
When to choose each one
Loja Integrada: first e-commerce, zero budget, small catalog (up to 50 products), idea validation without investment. Nuvemshop: store already selling that needs to professionalize, values design and visual identity, wants SEO control, Mercado Libre integration and app ecosystem. Tray: operation with strong marketplace focus, robust ERP integration and multiple sales channels, team that needs national technical support.
When to outgrow these platforms
All three platforms are excellent for starting, but every growing operation finds limits. Signs it is time to migrate to Shopify or VTEX: revenue above $20K/month and the platform cannot keep up, checkout limiting conversion, integrations breaking during peak dates, need for B2B, own marketplace or internationalization, insufficient performance impacting SEO and ads. At odus, we help professionalize stores on these platforms and handle migration when it makes sense. Contact us for a free assessment.