Trax Retail

Trax Retail was founded in Singapore in 2010 and develops computer-vision and image-recognition technology for the retail industry. Its platform converts photographs of retail shelves into structured data covering SKU presence, share of shelf, and planogram compliance, with both cloud-based and on-device deployment options.

Key products include shelf-analytics and on-shelf availability software, a Dynamic Merchandising workforce service that deploys field teams, and integrations including a Salesforce AppExchange connector. The company serves CPG brands such as Anheuser-Busch InBev, Unilever, Heineken, Opella, and Sanofi across more than 80 countries, with regional centers in Tel Aviv, Mexico City, Paris, and Denver.

In July 2021, Trax raised $640 million in a Series E round from investors including SoftBank Vision Fund 2, BlackRock, Warburg Pincus, Boyu Capital, and GIC. The company employs approximately 600 people globally. Gary Laben was appointed CEO in March 2024. In early 2026, the image-recognition division was carved out of Trax Limited and acquired by private-equity firm Gemspring Capital, which merged it with FORM (formerly GoSpotCheck) to create a combined global retail-execution platform.