Trax Retail

Cloud-based Retail Management Solutions

Business Software
Acquired by Form on Feb 2026
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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 smartphones and tablets to capture retail shelf images, providing immediate, actionable mobile reports to sales representatives and aggregated web reports to management teams. The company serves the retail and consumer goods industries, with a focus on in-store execution controls and unlocking revenue opportunities at points of sale, operating within the Business Software sector, specifically Sales & Marketing Solutions and e-Commerce Tools.

Strategic signal

In February 2026, Trax Retail was acquired by Form, marking a significant exit for the company. This acquisition indicates a strong market validation for Trax Retail's AI-driven shelf analytics and image recognition technology, suggesting a strategic move to integrate its capabilities into a larger platform to expand its reach and impact within the retail technology landscape.

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Company Intelligence Q&A

What was the most recent significant corporate event for Trax Retail?
In February 2026, Trax Retail was acquired by Form, joining forces to expand AI-driven shelf analytics.
When did Trax Retail secure its most recent funding?
In November 2023, Trax Retail secured funding from Deutsche Bank to support its AI-driven merchandising and image recognition initiatives.
Which investors participated in Trax Retail's April 2021 funding round?
In April 2021, Trax Retail received funding from investors including.
What was the nature of the workforce changes at Trax Retail in late 2022?
In November 2022, Trax Retail undertook a round of layoffs, reducing its workforce by 8%.
When did Trax Retail announce its Trax Connector on Salesforce AppExchange?
In September 2023, Trax Retail announced the availability of its Trax Connector on the Salesforce AppExchange, enhancing its integration capabilities within the enterprise cloud marketplace.
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