Trax Retail

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 billion across 10 funding rounds from 13 investors. In February 2026, Trax Retail was acquired by Form.

Business overview

Trax Retail provides cloud-based retail management solutions, specializing in image-recognition technology and market data services for tier-one manufacturers. Its core technology utilizes iOS, Android, and Windows devices to capture retail shelf images, which are then analyzed in the Trax cloud to generate actionable mobile reports for sales representatives and aggregated web reports for management. The company's platform integrates with existing merchandising and retail execution systems, serving brands like Coca-Cola, AB InBev, Nestlé, and Henkel across various industries and markets globally, including the United States, Europe, and China. Trax operates within the Business Software sector, focusing on Sales & Marketing Solutions and e-Commerce Tools, leveraging Artificial Intelligence, Image Recognition, Machine Learning, and Computer Vision.

Strategic signal

In February 2026, Trax Retail was acquired by Form, marking a significant exit for the company. This acquisition signals a consolidation within the AI-driven retail analytics space, indicating a strategic move to expand AI-driven shelf analytics capabilities and further integrate advanced computer vision technologies into retail operations.

Company Intelligence Q&A

What was a significant recent corporate development for Trax Retail?

In February 2026, Trax Retail was acquired by Form. This acquisition followed a period where Trax had raised over $1 billion from investors including SoftBank and BlackRock, aiming to expand AI-driven shelf analytics.

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 for retail.

What was the valuation of Trax Retail during its April 2021 funding round?

In April 2021, Trax Retail raised capital at a $2 billion valuation. This round saw participation from investors including SoftBank Vision Fund and Sony Innovation Fund.

What was a notable partnership announced by Trax Retail?

In January 2019, Trax Retail announced a partnership with Google Cloud to digitize retail stores, leveraging their combined technologies to enhance in-store analytics and operational efficiency.

Did Trax Retail undergo any workforce adjustments in 2022?

In November 2022, Trax Retail underwent a round of layoffs, parting with 8% of its workforce. This followed an earlier reduction in June 2022 where over 100 employees were laid off.