FORM and Trax Merge to Create a Global Leader in Retail Execution and Shelf Intelligence

FORM and Trax Merge to Create an Industry Leader in Retail Execution, Insight, and Performance

FORM and Trax have announced a merger that brings together two established leaders in retail execution technology.

FORM, known for its market execution software GoSpotCheck and FORM OpX, and Trax, a global pioneer of image recognition delivering AI-powered shelf-level insights, are joining forces to form a single organization focused on modern retail execution.

The combined company is designed to help consumer goods brands and retailers improve execution, availability, and growth in the physical store by connecting shelf intelligence directly to frontline action.

Ali Moosani, CEO of FORM, said the merger will allow customers to gain more speed, innovation, and impact through timely, accurate, and actionable insights delivered at global scale.

Building an End-to-End Retail Execution Platform

A central element of the merger is the integration of Trax’s image recognition solution into the FORM product portfolio, alongside GoSpotCheck and FORM OpX.

Together, these capabilities create a more complete retail execution offering that combines mobile task management, intelligent workflows, AI-powered image recognition, photo reporting, and advanced analytics. The goal is to give retail and CPG teams a unified way to spot issues in-store, prioritize action, and measure improvement across every location.

Expanded Global Reach and Accelerated Innovation

With operations spanning North America, Europe, Asia-Pacific, and Latin America, the combined organization brings broader geographic coverage and deeper regional expertise.

The merger is backed by Gemspring Capital, which will support continued investment in product development and global expansion. FORM expects the combined company to have the scale, data, and talent to anticipate and respond to emerging market challenges with innovative technology.

Turning Shelf Intelligence Into Action

David Gottlieb, Chief Revenue Officer, emphasized the importance of connecting insight to follow-through:

“Dashboards don’t sell products. Decisions and follow-through do. By uniting real-time shelf vision with mobile task execution and global coverage, we are giving retail and CPG teams a single command center to spot issues, act immediately, and measure results at scale.”

Serving Leading Brands Worldwide

FORM and Trax each bring long-standing customer relationships across large and innovative companies in CPG and retail, including Unilever, Southern Glazers Wine & Spirits, Sanofi, AB InBev, and Suntory Global Spirits. Customers can expect continued reliability, accuracy, and innovation throughout the transition.

Why Walmart Suppliers Should Care

For Walmart suppliers, store-level execution remains one of the biggest drivers of in-store performance, especially when teams are managing thousands of stores, multiple formats, and fast-moving promotional calendars.

This merger brings together two capabilities that suppliers often manage separately: understanding what is happening at the shelf and ensuring the right actions happen in response. The combined approach is positioned to help teams move faster from shelf visibility to follow-through by tightening the connection between field tasks and shelf intelligence.

For suppliers, the practical relevance shows up in familiar execution moments:

• Confirming availability and addressing shelf gaps quickly
• Validating modular compliance and shelf conditions with visual proof
• Supporting display execution and documenting results in the field
• Helping field teams prioritize the most important fixes store by store

As retailers and suppliers continue to raise expectations for measurability and speed, the direction is clear. Shelf conditions and execution workflows are increasingly being managed together, with the goal of turning shelf insight into action at scale.

About FORM

Founded in 2001, FORM began as a pioneer in digital data capture and task automation, empowering frontline operations teams to move quickly in the field. Over time, FORM expanded its offerings through acquisitions including GoSpotCheck, ShelfWise, and BossaNova.

Today, FORM’s platform is designed to improve execution from the frontline through mobile task management and AI-powered shelf intelligence, helping teams save time and giving leaders visibility to drive faster actions and better decisions.

About Trax

Founded in 2010, Trax pioneered retail computer vision by bringing image recognition and AI-driven analytics into the physical store. Trax’s platform is designed to equip customers with granular visibility into changing store conditions so they can make timely, data-driven decisions that improve planning and execution.

Trax is a global company serving customers in more than 80 countries worldwide.

Winning With Walmart

Winning With Walmart is an independent platform for suppliers, sellers, solution providers, and industry experts.

Articles are developed by staff editors, contributing experts, and trusted partners.

Some are researched and drafted with the assistance of AI tools and are reviewed, fact-checked, and edited by Winning With Walmart editors before publication.

Editorial judgment, sourcing decisions, and final approval rest with the publication's human editors in every case.

We are committed to accuracy and fairness. If you believe this article contains an error, we welcome your feedback.