Welcome Shopkick to the Trax Family

Joel Bar-El, CEO & Co-Founder at Trax welcomes Shopkick to the Trax family 

I’m very pleased to welcome Shopkick to the Trax family. This acquisition marks a big step towards our vision of digitizing the physical world of retail. 

We founded Trax about 9 years ago to digitize every product in every aisle, thereby unlocking the potential of every shelf. Our computer vision platform leverages our proprietary technology to turn shelf images into actionable insights. Trax products, solutions and services provide the most powerful, accurate and consistent way for CPG manufacturers and retailers to collect, measure and analyze what is happening on the physical shelf.

Watch Trax Video Here.

We saw potential in Shopkick immediately and feel confident that it will be a great fit with our strategy, vision and culture. Our goal is to create harmony between the companies that are contributing to our mission and vision, which rely on not only what we do but who we do it with.

The combination of Shopkick’s full path-to-purchase offering and Trax’s best-in-class technologies means offering brands, retailers, and in the future, shoppers, new and powerful engagements at the shelf.

Shopkick is now part of a global unicorn, and we are looking forward to sharing more soon in terms of what we will be able to offer our partners.  Shopkick will continue to run as an independent entity but will benefit from access to Trax’s industry-leading computer vision technology, which will bring a host of new innovations to the shopping experience for shoppers, brands and retailers alike. 

Much more to come on this exciting new partnership, and we are looking forward to what the future brings together. 




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Dima Volovik

EVP of Product and Engineering

Dima Volovik is the EVP of Product and Engineering at Trax Retail — Shopkick.

Dima Volovik is the accomplished product and engineering leader who led teams to deliver innovative and commercially successful e-commerce products, marketplaces, and enterprise solutions for Amazon, Comcast, Fandango, and Universal Music. Before joining Trax, Dima was the Director at Amazon, where he led product development and Engineering for Amazon Appstore and Amazon Prime Video, CTO at Fandango, and Paciolan, head of technology at Golf Channel/Golf Now, and Global VP of Direct to Consumer Technology at Universal Music Group. Dima’s expertise includes developing consumer products, marketplaces, and enterprise solutions.

Dima grew up in Baku, Azerbaijan, where he received his MS in Electrical Engineering from Azerbaijan Oil Academy, and he currently resides in Los Angeles, California, with his family.