If you've already outgrown Tiendanube's basic stats, you probably landed on Prax.
It's a well-known tool in Brazil, heavily focused on dashboards, CRM and customer analysis.
It looks nice, has broad integrations and is a step above simpler tools.
But there's an uncomfortable truth:
Prax doesn't solve the core problem of LATAM e-commerce either.
It shows you data. Escalafy shows you your financial reality.
⚡ TL;DR — Prax is analytics. Escalafy is real profitability.
🟦 Prax Analytics
- Pretty, detailed dashboards.
- Strong at RFM analysis, CRM and customer behavior.
- Good for visualizing sales, CAC, ROI and channel metrics.
- Broad integrations (Shopify, VTEX, Google Ads, Meta, etc).
- Syncs data every 24h (unless you pay extra).
- Very focused on the Brazilian market.
- Doesn't calculate real margin with LATAM precision.
- Doesn't account for Argentina's financial complexity.
🟪 Escalafy
- A financial tool designed for LATAM chaos.
- Integrates Tiendanube + Mercado Libre + Ads + logistics + Mercado Pago.
- Calculates real margin, real profit, real costs and real ROAS.
- Simulates Argentine installments, variable rates and payouts.
- Detects invisible losses and bad sales.
- Updates data in real time.
- Replaces Excel and automates all financial analysis.
- Optimizes scaling decisions, not just visualizations.
👉 If you want dashboards, Prax works.
👉 If you want to know “did I make or lose money today?”, Prax won't tell you. Escalafy will.
1) What does Prax do well?
It's important to acknowledge it: Prax is a good product.
It's well built, has lots of integrations and is a leading tool in Brazil.
These are its real strengths:
1.1 Visual dashboards
Prax lets you see organized information: sales, customers, products, campaigns, goals. All in a nice-looking panel with broad information. This is useful for marketing teams or founders who need the big picture.
1.2 RFM and customer analysis
This is where Prax is strong. Its RFM analysis is good and lets you segment by recency, frequency and value. For CRM and LTV strategies, it adds value.
1.3 Multi-store view
If you have several stores on Shopify/VTEX, Prax gives you a consolidated view. This is useful for large groups or franchises.
1.4 Deep integrations in Brazil
Prax is built by a Brazilian team for the Brazilian market. That's why it integrates well with systems, ERPs and platforms that are barely used in Argentina (Bling, Olist, Tiny, Tray, Bagy).
👉 The problem isn't what it does. 👉 The problem is what it doesn't do, which is critical for LATAM… especially Argentina.
2) Where does Prax fall short for Argentina and LATAM?
And this is where the gap with Escalafy gets huge. Prax was designed for a market where:
- Fees are stable.
- Installments are simple.
- Rates don't change week to week.
- Digital marketing is more predictable.
- Logistics don't vary that much by zone.
Argentina doesn't work like that.
2.1 It doesn't calculate real margin with Argentine precision
Prax talks about "real-time profit" ("lucro em tempo real"). But that “profit” is basic accounting profit, NOT a real calculation with everything included:
- Variable Mercado Pago installments.
- Fees for “Ahora 3/6/12/18/24” promotions.
- Tiered rates by payment method.
- Changes in shipping rates by zone.
- Deferred costs, reshipments and exchanges.
- Real cost per SKU including packaging, logistics and fulfillment.
👉 Prax shows you a “theoretical profit.” 👉 Escalafy shows you real profit, after every invisible cost.
2.2 It doesn't detect bad sales or money leaks
- Prax shows sales. Escalafy shows whether each sale made money or burned it.
- Prax shows CAC. Escalafy shows HOW MUCH margin you kept after CAC.
- Prax shows ROI. Escalafy shows real True ROAS.
2.3 It isn't built for Tiendanube + Mercado Libre
80% of Argentine e-commerce runs on Tiendanube.
90% of those billing more than 15M a year also sell on Mercado Libre.
Prax was built for Shopify/VTEX. Mercado Libre isn't core to its platform.
2.4 It updates every 24h (unless you pay more)
If you want to see your business in real time, Prax can't do it.
In Argentina, where costs change every day, this matters.
Escalafy updates in real time.
2.5 It doesn't replace your finance spreadsheet
Prax gives you dashboards.
But if you want to:
- Simulate prices
- See real profitability per SKU
- Estimate cash flow
- See future payouts
- See the impact of installments
- Make financial decisions
You'll still be stuck with Excel. With Escalafy you don't have to touch a single formula.
3) Final comparison — brutally honest
Prax Analytics
- Complete dashboards.
- Powerful CRM and RFM.
- Broad integrations (especially in Brazil).
- Good for marketing + reporting.
- Doesn't calculate real Argentine margin.
- Doesn't detect losses.
- Doesn't account for Argentine installments, rates and logistics.
- Isn't built for Tiendanube + Mercado Libre.
- Doesn't replace your financial spreadsheet.
Escalafy
- Designed 100% for Argentina and the real LATAM.
- Centralizes Tiendanube + Mercado Libre + Ads + logistics + Mercado Pago.
- Calculates real margin with every cost.
- Real True ROAS, not Meta's ROAS.
- Real-time updates.
- Detects money leaks and bad sales.
- Automates finance → goodbye Excel.
- Used by Argentina's top stores.
The conclusion is simple
Prax is a solid, visual tool that's useful for marketing and CRM.
But if your business depends on real margins, scalability and cash flow —
Escalafy is the only serious tool in LATAM.
That's why Argentina's top founders move to Escalafy:
because you can't scale blind.
Keep reading
What Escalafy does for your store
Connect your channels and see the truth behind your numbers. No Excel, in real time.
