TechSee vs Trax Retail

Trax Retail has a disclosed valuation of $2B, while TechSee's valuation is not publicly available, making a direct size comparison difficult. Trax Retail employs 500-1000 people.

Trax Retail has raised more in total funding at $900M, compared to TechSee's $96M — a gap of $804M. Combined, the two companies have completed 6 known funding rounds.

Trax Retail leads with an Awaira Score of 84/100, while TechSee sits at 63/100. That 21-point gap reflects real differences in funding, scale, and traction — it's not a vanity metric.

TechSee was founded by Eitan Cohen in 2015. Trax Retail was founded by Joel Bar-El in 2010. Visit each company's profile on Awaira for a full founder biography.

TechSee: TechSee builds computer vision AI for customer service automation, enabling contact center agents and self-service workflows to use smartphone cameras for remote visual assistance, product recognition, and guided troubleshooting. The Tel Aviv company platform allows customers to point cameras at devices, appliances, or technical problems while AI models identify the product, diagnose issues, and guide resolution steps, replacing truck rolls and in-person service visits with AI-assisted remote resolution.\n\nThe company raised approximately $96 million in venture funding including a Series C from investors including Scale Venture Partners and Salesforce Ventures. TechSee counts several of the largest telecommunications operators, insurance companies, and consumer electronics manufacturers among its clients, deploying visual assistance across customer onboarding, technical support, and field service applications. The platform integrates with contact center platforms including Salesforce Service Cloud, Genesys, and Nice inContact.\n\nTechSee competes in the visual assistance and AI-powered field service market alongside Aquant, ServiceMax, and traditional remote assistance tools augmented with AI capabilities. The value proposition centres on deflecting costly truck roll visits in telecommunications and utilities, where physical service dispatch costs hundreds of dollars per visit, and on reducing handle time in contact centers where agents must verbally diagnose problems they cannot see. Remote visual AI assistance has gained adoption as broadband connectivity and smartphone camera quality have made camera-based troubleshooting reliable in consumer and enterprise service scenarios. Trax Retail: Trax Retail provides computer vision and AI analytics for physical retail shelf management, using in-store cameras and mobile image capture to analyse product placement, out-of-stock conditions, planogram compliance, and competitive share of shelf in real time, allowing consumer goods companies and retailers to optimise in-store execution across thousands of stores globally. The Singapore company processes billions of shelf images annually through its AI vision platform.\n\nThe company raised approximately $900 million in funding from investors including Softbank Vision Fund, Boyu Capital, and DC Thomson Ventures, reaching a valuation of approximately $2 billion. Trax serves major consumer packaged goods companies including Coca-Cola, Nestle, and P&G, as well as retailers in Europe, Asia, and the Americas that use the platform to measure and improve in-store execution quality. The platform connects field sales teams with real-time alerts about shelf conditions that require immediate corrective action.\n\nTrax competes in the retail AI and in-store analytics market against Focal Systems, Shelfgram, and Datasembly, as well as the retail analytics divisions of large data companies including Nielsen and IRI. Its global deployment scale across diverse retail formats and geographies, combined with AI models trained on billions of labelled shelf images, creates a data advantage that newer market entrants have not had sufficient deployment history to replicate. Consumer packaged goods companies represent a large budget segment for in-store execution measurement, where visibility into shelf conditions directly affects sales volumes.

Trax Retail got there first, launching in 2010 — that's 5 years of extra runway. TechSee didn't arrive until 2015. In AI, that kind of head start means more training data, deeper customer relationships, and a bigger talent moat.

TechSee has about 100-500 employees; Trax Retail has about 500-1000. A bigger team usually means more revenue or heavier VC backing, but in AI, small teams can build at massive scale.

Yes — they're direct rivals. Both TechSee and Trax Retail compete in Computer Vision, targeting many of the same buyers. If you're evaluating one, you should be looking at the other.