Trax Retail
Computer vision for CPG retail images, founded in Singapore in 2010 and now joined with FORM
Trax Retail is a computer vision company founded in Singapore in 2010 that digitises retail images with AI image recognition, in the cloud or on-device. Trax Retail and FORM have joined forces, and FORM is the new home of Trax IR. The vendor cites billions of trained images and 55 AI patents, and names Anheuser-Busch InBev, Unilever, Heineken, Labatt, Opella and Sanofi as customers. FORM lists GoSpotCheck by FORM at USD 35 per user per month (20-user minimum) and FORM OpX at USD 21 per user per month (10-user minimum). Verified against the vendor's own pages on 2026-10-27.
- ✓Founded in Singapore in 2010, with a Singapore office at 135 Cecil Street
- ✓55 patents in AI and billions of trained images, per the vendor
- ✓Image recognition runs in the cloud or on-device
- ✓Trax Connector available on Salesforce AppExchange for Salesforce Consumer Goods Cloud users
- ✓Named customers include Anheuser-Busch InBev, Unilever, Heineken, Labatt, Opella and Sanofi
- ×GoSpotCheck by FORM requires a 20-user minimum and FORM OpX requires a 10-user minimum
- ×Trials and proofs of concept are typically tied to one specific use case and require internal approvals
About Trax Retail
Trax Retail is a computer vision company founded in Singapore in 2010 by Joel Bar-El and Dror Feldheim. Its AI image recognition runs in the cloud or on-device and digitises retail images for consumer-goods brands; the vendor cites billions of trained images and 55 patents in AI. Trax Retail and FORM have joined forces, and FORM is the new home of Trax IR. The home page names Anheuser-Busch InBev, Unilever, Heineken, Labatt, Opella and Sanofi as leading customers. Gary Laben has been Chief Executive Officer since March 2024.
Key Features
Best For
Southeast Asia Fit
Trax was founded in Singapore in 2010 and has a Singapore office at 135 Cecil Street, #10-01, Singapore 069536. It also lists an office in Tokyo, and its careers page describes operating from Boston to Tokyo, Mexico City to Tel Aviv. The company expanded global operations to the Americas, Europe and China in 2014. Its named customers are global consumer-goods brands: Anheuser-Busch InBev, Unilever, Heineken, Labatt, Opella and Sanofi.
- Global
- Singapore
Integrations
- Other
- Salesforce AppExchange (Trax Connector for Salesforce Consumer Goods Cloud)
- Looker (business intelligence dashboards)
This profile was researched and written with AI from Trax Retail's public pages, and AI assistants quote pages on this site. Something wrong or out of date? Email info@software-listing.com with this page and a public source. Corrections are free, for every listing.
How listings and corrections work →- ↗Trax was founded in Singapore by Joel Bar-El and Dror Feldheim, lists its offices, and describes its history and the Salesforce connector.verified 2026-10-27
- ↗The careers page describes the team operating from Boston to Tokyo, Mexico City to Tel Aviv.verified 2026-10-27
- ↗The home page names leading customers and states that Trax Retail and FORM have joined forces.verified 2026-10-27
- ↗The solutions page describes cloud or on-device image recognition, billions of trained images and 55 patents.verified 2026-10-27
- ↗The FORM home page lists price detection, out-of-stock detection, planogram, POSM and market share features, and Looker dashboards.verified 2026-10-27
- ↗The pricing page lists per-user monthly prices and user minimums for GoSpotCheck by FORM and FORM OpX.verified 2026-10-27
"Verified" means read on the vendor's own published pages on the date shown. We do not run hands-on tests, and a statement a vendor confirmed to us directly is labelled as vendor-confirmed. Software-listing.com is independent and may earn affiliate commissions from some links.
Related Analysis & Guides
The questions operators actually ask.
What does Trax cost?
FORM, which Trax Retail has joined forces with, lists GoSpotCheck by FORM at $35 per user per month with a 20-user minimum, and FORM OpX at $21 per user per month with a 10-user minimum.
What does Trax image recognition cost on its own?
Not verified yet. A separate price for Trax image recognition has not been confirmed, so ask FORM for a quote.
Does Trax work in Thai supermarkets?
Not verified yet. Whether Trax has Thai or other Southeast Asian retail customers has not been confirmed. Trax was founded in Singapore and has an office at 135 Cecil Street, so ask the vendor for regional references.
Is Trax Retail still an independent company?
Trax Retail and FORM have joined forces, combining image recognition and retail execution technology. The vendor's site says FORM is the new home of Trax IR.
Does Trax integrate with Salesforce?
Trax launched the Trax Connector on Salesforce AppExchange for companies using Salesforce Consumer Goods Cloud.