Trax
Trax — Computer Vision, Singapore. Founded 2010. Computer-vision retail-execution platform that turns shelf images into analytics for CPG brands and retailers in 90+ countries.
| Headquarters | Singapore, Singapore |
|---|---|
| Founded | 2010 |
| Sector | Computer Vision — Retail Analytics, Image Recognition, CPG |
| Founders | Joel Bar-El, Dror Feldheim |
| CEO | Justin Behar |
| Flagship product | Trax Retail Watch / Image Recognition (now part of FORM's retail-execution platform) |
| Markets served | 90+ countries |
| Status | Merged |
| Website | traxretail.com |
As of February 2026, Trax divested its Image Recognition (computer-vision retail-shelf analytics) business — the unit described by this record — to Gemspring Capital, which merged it with FORM (maker of GoSpotCheck and FORM OpX) into a combined retail-execution and shelf-intelligence company. Trax Limited itself continues to operate its remaining businesses (Shopkick shopper-engagement platform, Survey retail-execution network, and LenzTech AI/computer-vision service in China) but no longer owns the Image Recognition/computer-vision retail-analytics product line.
Sources:Official site · LinkedIn · Wikipedia