Trax

Trax is a computer-vision and AI company focused on retail execution, founded in 2010 and headquartered in Singapore, with significant operations in Tel Aviv. The company's core technology uses image recognition to analyze physical store shelves — capturing what products are present, where they are placed, and whether they conform to planograms — and surfaces that data to consumer goods brands and retailers in near real time.

Trax's primary product line applies deep-learning-based image recognition to shelf images captured via smartphones, dedicated cameras, or autonomous in-store robots. The buyers are typically large consumer packaged goods (CPG) companies and retail chains that need to monitor on-shelf availability, share of shelf, and compliance with promotional displays at scale. The technology replaces or supplements manual store audits, which are expensive and infrequent. Trax sells through an enterprise sales model to named accounts in the CPG and grocery sectors.

Trax competes in the retail execution and shelf-intelligence space alongside companies such as Planorama and Enterra Solutions, as well as broader retail analytics platforms. The company has raised substantial venture funding across multiple rounds and counts SoftBank Vision Fund among its investors, which participated in a funding round that pushed the company's valuation above $2 billion. Detailed public information on individual round sizes and dates is limited.

Trax maintains a material R&D center in Tel Aviv, which houses a significant portion of the company's engineering and computer-vision research teams. The Israeli founders and early technical leadership were instrumental in building the image-recognition core of the platform. Israel-based hiring at Trax has historically focused on machine learning, computer vision, and backend engineering roles.