Trax Retail

Cloud-based Retail Management Solutions

Business Software
Acquired by Form on Feb 2026

Company Overview

Snapshot

Founded in March 2010 by Joel Bar-El and Dror Feldheim, Trax Retail operates with over 800 employees. The company has raised over $1.01 billion across 10 funding rounds from 13 investors. In February 2026, Trax Retail was acquired by Form, marking a significant exit for the company.

Business overview

Trax Retail specializes in providing image-recognition technology and market data services for tier-one manufacturers. Its core technology leverages iOS, Android, and Windows smartphones and tablets to capture retail shelf images, which are then analyzed in the Trax cloud to generate immediate, actionable mobile reports for sales representatives and aggregated web reports for management teams. The company's platform integrates with existing merchandising and retail execution systems, serving markets globally with a focus on consumer goods and retail industries within the Business Software sector.

Strategic signal

In February 2026, Trax Retail was acquired by Form, signaling a strategic consolidation in the retail technology sector. This acquisition, following Trax's history of raising over $1 billion, indicates a strong market validation for its AI-driven shelf analytics and image recognition capabilities, suggesting a continued focus on integrating advanced technology into retail management solutions.

Company Intelligence Q&A

What was the most recent significant corporate event for Trax Retail?
In February 2026, Trax Retail was acquired by Form, expanding AI-driven shelf analytics capabilities within the acquiring company.
When did Trax Retail last secure funding?
In November 2023, Trax Retail secured funding from Deutsche Bank to further its AI-driven merchandising and image recognition initiatives for retail.
Which investors participated in the April 2021 funding round?
In April 2021, Trax Retail raised capital from investors including.
What was a notable acquisition made by Trax Retail in 2020?
In March 2020, Trax Retail acquired Survey.Com, a Boston-based firm, to enhance its offerings in the retail analytics space.
What was the strategic partnership announced in January 2019?
In January 2019, Trax Retail announced a partnership with Google Cloud to digitize retail stores, aiming to leverage cloud capabilities for enhanced retail insights.

External links