What is Trax's business focus and history?
Trax is a funded company based in Boston, Massachusetts (United States), founded in 2010 by Joel Bar-El and Dror Feldheim. It operates as a private company in the Retail Technology industry, providing AI-driven solutions for retail and CPG industries. Trax has raised significant funding, including a $640 million Series E round in April 2021 led by BlackRock and SoftBank Vision Fund. The company has 725 employees and serves customers in over 80 countries worldwide.
Trax Corporate Details & Core Services
Trax is a global leader in computer vision and AI-driven solutions for the retail and consumer packaged goods (CPG) industries. The company specializes in transforming retail shelf data into actionable insights through advanced image recognition technology, dynamic merchandising, and retail execution services. With hubs worldwide, Trax serves top CPG companies and retailers, enhancing shopper experiences and unlocking revenue opportunities across over 80 countries.
Trax Contact Information & Official Links
What are Trax's Key Business Metrics & Stats?
No of employees 725
Founded year 2010
Type private
SAICS CODE 7372
NAICS Code 541511
Industry Retail Technology
Location Boston, Massachusetts, United States
Subsidiary Company
shopkick.com, lenztech.com
Other website traxretail.jp, traxretail.gr, traxretail.ru, cn.traxretail.com
Pricing Strategy Custom Enterprise Solutions
Trax
Firmographic Snapshot
2026
2010
Founded Year
725
Global Employees
United States
Headquarters
Retail Technology Industry
Private
Type
Verified by
DexterAgent.ai
How much funding has Trax raised to date?
Name
Description
Funding Amount
USD 640 Million
Stage
Series E
Latest Valuation
1.9 Billion (USD)
Lead Investor
BlackRock
Investors
BlackRock, SoftBank Vision Fund
What are Trax's Core Products?
Name
Description
Trax Image Recognition
AI-powered image recognition technology for real-time shelf monitoring and analytics.
Trax Retail Execution
Solutions for optimizing in-store execution and merchandising.
Trax Consumer Engagement
Platforms for enhancing shopper engagement through data-driven insights.
What are the latest developments at Trax?
Date
Type
Description
July, 2025
Product Launch
Trax launched AR-powered On-Device Image Recognition to provide real-time shelf insights.
April, 2025
Partnership
Trax partnered with SIA Engineering Company to implement advanced digital solutions.
March, 2025
Client Acquisition
Cathay Pacific selected Trax for digital transformation of maintenance operations.
What industry awards and recognitions has Trax received?
Date
Type
Description
June, 2025
Industry Award
Newsweek AI Impact Award for Best Outcomes, Product Development and Innovation in the Brand & Retail category.
Trax VS EveryMatrix VS ShipHero VS Aterian : 2026 Comparison
Feature
Trax
EveryMatrix
ShipHero
Aterian
Core Strengths Trax Image Recognition, Trax Retail Execution, Trax Consumer Engagement
CasinoEngine, OddsMatrix, GamMatrix, MoneyMatrix, DataMatrix, PartnerMatrix, SlotMatrix, PlayMatrix, Managed Services
Warehouse Management System (WMS), Fulfillment Services
Squatty Potty, hOmeLabs, Photo Paper Direct, Healing Solutions, PurSteam, Mueller Living
Founded Year 2010
2008
2013
2014
Stock Name/Ticker ATER (NASDAQ)
Type private
private
private
public
Global Employees 725
1500
97
Revenue (Annual) $79.8 Million(2025)
$122.7 Million(2023)
$100 Million(2022)
$10 Million(2022)
Headquarters Boston, Massachusetts, United States
Sliema, Malta
Garnerville, New York, United States
Summit, New Jersey, United States
Latest Valuation $1.9 Billion
$0
LATEST REVENUE (TRILLIONS USD)
EMPLOYEE COUNT (THOUSANDS)
INNOVATORS
VISIONARIES
DISRUPTORS
GIANTS
EveryMatrix
122.7 | 1500
ShipHero
100 | 0
Aterian
10 | 97
Competitive Landscape 2026
DexterAgent.ai
What are Trax's official legal and registration details?
Name
Description
Legal Name
Trax Technology Solutions PTE Ltd.
Cin number
GST number
Registration number
Who is in Trax's executive leadership team?
Name
Designation
CEO
Gary Laben
Executive Chairman
Joel Bar-El
President
Dror Feldheim
Chief Marketing Officer & Head of Strategy
Dor Sela
Chief Product Officer
Barak Turovsky
Where are Trax's primary office locations?
City
Country
Singapore
Singapore
Paris
France
Budapest
Hungary
Beijing
China
Mexico City
Mexico
Tokyo
Japan
São Paulo
Brazil
Tel Aviv
Israel
What are the current business signals and market intelligence for Trax?
Spending next 3 months
Product Development, Market Expansion, Technology Infrastructure
Pain points
In-store execution inefficiencies, Lack of real-time shelf data, Suboptimal shopper engagement
Sales motion
Direct Sales, Partnerships, Enterprise Solutions
Buyer Persona
Retail Operations Managers, Category Managers, Merchandising Directors
Type of customer
Consumer Packaged Goods Companies, Retailers
Key customer domain
coca-cola.com, ab-inbev.com, nestle.com, henkel.com, pepsico.com
Annual ACV
500000
What is Trax's annual revenue history?
Year
Revenue (USD)
2025
79.8 Million
What are Trax's risk management and compliance ratings?
GDPR RIsk
Yes
Privacy Risk
Yes
Company Ratings
Glassdoor Rating
Saas
Yes
Offline Stores
No
Service
Yes
Ecommerce
No
Exporter
Yes
Mobile App
Yes
Retail
No
B2B
Yes
B2C
No
Manufacturing
No
Wholesale
No
Importer
No
