Dor
Dor provides battery-operated thermal-sensing hardware and a cloud analytics dashboard that count and analyze foot traffic for brick-and-mortar retailers, converting door counts into conversion rates and revenue metrics via POS integrations.
- Company typePrivate
- Founded2015
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Dor does
Dor Technologies, Inc. is a privately held Delaware-incorporated company headquartered in San Francisco that provides foot traffic analytics for brick-and-mortar retail stores. Its core offering consists of battery-operated thermal-sensing people counter hardware (the F21 current-generation sensor and the F20 legacy model) paired with a cellular-enabled base station that transmits data to a cloud-based analytics dashboard. The F21 sensor uses thermal imaging combined with on-device machine learning algorithms to classify people counts, direction of travel, and filter out non-human objects such as shopping carts, achieving 85-95% accuracy on the majority of doorways without capturing images or personal data. The company reports 2,000+ retail store deployments and serves customers across clothing, accessories, outdoor/apparel, eyewear, furniture rental, and general merchandise segments, including named customers such as Duluth Trading, Woolrich, Aaron's, Onward Reserve, Clothes Mentor, Apricot Lane, Johnny Fly Co., and Communitie Marfa.
Dor's platform integrates via 1-click native connectors with Shopify POS, Square, Lightspeed Retail, and Vend, enabling retailers to overlay conversion rates and revenue metrics on foot traffic data. The company's revenue model is hybrid: hardware is sold outright (sensors and cellular base stations) while the cloud dashboard, software, API access, and mobile applications (iOS and Android) are delivered via recurring subscription that auto-renews monthly or annually. Enterprise customers operate under Master Sales Agreements with custom POS integrations and optional professional installation services, while SMB customers self-serve through the website. The platform also exposes a REST API with 15-minute data granularity for integration with business intelligence tools, alongside an Intercom-powered support infrastructure and dedicated customer success managers for quarterly business reviews.
The company was founded around 2015 and has raised disclosed venture funding of approximately $12.3 million across a $3.8M seed (2017) led by Vertex Ventures US and Zetta Venture Partners and an $8.5M round (2018) led by Vertex Ventures with AME Cloud Ventures, Bolt, Conductive Ventures, Precursor Ventures, and Zetta Venture Partners. Additional early-stage support came from RevTech Ventures, Grit Ventures, and Bolt. Dor is led by founder and CEO Michael Brand with a small engineering and sales team drawing on prior experience at Apple, InvenSense, Samsung, Starbucks, and Mixpanel.
Dor firmographics
Firmographics- Name
- Dor
- Legal name
- Dor Technologies, Inc.
- Website
- https://getdor.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Dor provides battery-operated thermal-sensing hardware and a cloud analytics dashboard that count and analyze foot traffic for brick-and-mortar retailers, converting door counts into conversion rates and revenue metrics via POS integrations.
- Ownership category
- akta.pro rank
Dor industry classification
Industry- Product category
- Retail Foot Traffic Analytics
- NAICS
- Other Measuring and Controlling Device Manufacturing (334519)
- akta.pro primary industry
- Driver Monitoring & Cabin Monitoring Hardware Manufacturing (IR Cameras/Sensors) (IMACAMAL)
Keywords
Where Dor is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Dor business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Supply Chain, Marketing or Sales, Infrastructure, Operations
Revenue model
- Hardware Sales: Sale of Dor Hardware devices (sensors and base stations) including the F21 and F20 sensor models. Customers own the hardware upon purchase.
- Subscription License: Recurring subscription for access to the Dor Service (cloud dashboard, software, API access). Subscriptions auto-renew and can be monthly or annual. Pricing varies by number of locations.
- Professional Services: Optional installation services provided by Dor for enterprise customers per MSA agreements. Standard deployments are self-installed by customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Annual | Hardware + Software Subscription Bundle |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Dor product offering
Product offeringCore offering
Dor provides battery-operated thermal-sensing people counter hardware (F21 sensor) paired with a cloud-based analytics dashboard and REST API to help brick-and-mortar retailers measure foot traffic, conversion rates, and revenue per store. The system integrates natively with Shopify POS, Square, Lightspeed Retail, and Vend to combine visitor counts with transaction data, and is deployed as a self-installed peel-and-stick solution that requires no in-store network infrastructure.
Product overview
Dor is a cloud-based foot traffic analytics platform consisting of proprietary thermal-sensing hardware sensors (F21 as current generation, F20 as legacy), a cellular-enabled base station for connectivity, and a cloud-based analytics dashboard. The F21 sensor uses thermal imaging and machine learning to count retail foot traffic in real-time, with data accessible via the dashboard or REST API. The platform integrates with Shopify POS, Square POS, Lightspeed Retail, and Vend via 1-click native integrations to provide conversion rates and revenue analytics alongside foot traffic data.
Differentiator
Problem solved
Functional benefit
Products and services
- F21 Sensor Battery-operated thermal-sensing people counter that mounts on retail doorframes to count foot traffic entering and exiting. Uses proprietary thermal technology with on-device machine learning to classify people count, direction of travel, and filter shopping carts in real time, achieving 85-95% accuracy on most doorways. Ships with a cellular base station and supports optional Wi-Fi configuration via the iOS app.
- F20 Sensor Dor's earlier-generation battery-operated thermal-sensing people counter, predecessor to the F21, using 4 AA lithium metal batteries and the same thermal counting approach for retail foot traffic measurement.
- Dor Dashboard Cloud-based analytics dashboard providing real-time and historical foot traffic counts, conversion rates, and revenue metrics for retail locations. Supports multi-date-range analysis, store-by-store comparisons, seasonality factors, role-based access control with unlimited users, and CSV/XLS data exports.
- Cellular Base Station Cellular-enabled base station that aggregates data from Dor sensors and uploads it to the Dor cloud platform without requiring in-store Wi-Fi infrastructure, using T-Mobile 3G or Verizon LTE connectivity depending on location.
- Dor Mobile App Mobile application available on iOS and Google Play that provides on-the-go access to foot traffic analytics, sensor Wi-Fi configuration, and Dor account management for retail operators.
- Dor REST API REST API that exposes Dor foot traffic, conversion rate, and revenue metrics for integration with external business intelligence tools and on-premise software, supporting data access at 15-minute intervals in JSON format with API key authentication for admin users.
Quantifiable outcome
- 10% drop in conversion rate costs $5,000-$7,000 depending on foot traffic volume
- +1 more outcomes
Companies that use Dor
Customer profileNamed customers8 records
Segments1 record
Ideal customer profiles2 records
Dor technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature5 records
Dor partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Shopifycore1-click POS integration enabling Shopify merchants to automatically see conversion rates, revenue, and transaction data alongside foot traffic in the Dor dashboard.
- Squarecore1-click POS integration allowing Square retailers to connect their sales data with Dor foot traffic analytics for comprehensive store performance insights.
- Lightspeed RetailcoreNative integration with Lightspeed POS system enabling retailers to view conversion metrics and average transaction values correlated with foot traffic.
- Vendcore1-click integration with Vend POS that allows retailers to connect their point-of-sale data with Dor's people counting system.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Dor competitors and assessment
Company assessmentBroad incumbents
- ShopperTrak (Sensormatic Solutions): ShopperTrak, now part of Sensormatic Solutions (Johnson Controls), is a long-established leader in retail traffic counting and analytics. It is a broad incumbent with deeper enterprise penetration and a wider portfolio of loss-prevention and retail solutions than Dor.
- Irisys (Teledyne FLIR): Irisys, now part of Teledyne FLIR, manufactures thermal people-counting sensors widely used in retail and other commercial settings. It overlaps with Dor's thermal-counting approach but operates as part of a much broader thermal imaging and sensing portfolio.
- Cisco Meraki: Cisco Meraki's smart cameras include built-in people-counting analytics for retail and enterprise environments. As part of Cisco's networking portfolio, it represents a broad incumbent that bundles traffic analytics with broader IT infrastructure.
Direct peers
- V-Count: V-Count is a people-counting and retail analytics vendor offering thermal and 3D sensors with cloud dashboards. It targets the same SMB and enterprise retail customers as Dor and offers comparable POS integration capabilities.
- Xovis: Xovis is a Swiss provider of 3D and thermal people-counting sensors for retail, airports, and public venues. It competes head-to-head with Dor on sensor accuracy and analytics dashboards for retail and similar verticals.
- Aislelabs: Aislelabs provides Wi-Fi and sensor-based retail analytics, including foot traffic, dwell time, and conversion metrics. It competes with Dor for retail customers but relies primarily on Wi-Fi sensing rather than Dor's thermal and cellular approach.
- Density: Density provides people-counting sensors using depth-sensing technology for offices, retail, and other commercial spaces. It competes with Dor for retail and multi-location customers seeking real-time occupancy and traffic analytics.
- RetailNext: RetailNext is a leading retail IoT and analytics platform that uses sensors and AI to measure in-store traffic, engagement, and conversion. It directly competes with Dor in providing foot traffic analytics to brick-and-mortar retailers, including enterprise chains.
- FootFallCam: FootFallCam manufactures 3D stereo people counters and provides retail foot traffic analytics with POS integrations. It is a direct peer to Dor, competing for the same retail customers with comparable sensor-and-dashboard offerings.
Emerging players
- Placer.ai: Placer.ai provides location analytics using anonymized mobile device data for off-premises and on-premises retail insights. It is a complementary emerging player that overlaps with Dor in serving retail decision-making but uses a fundamentally different data source.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Dor social profiles
Digital presenceDor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dor leadership team
Management profileNumber of profiles
Profiles6 records
Dor funding detail
Funding detailFunding overview
Funding rounds5 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dor M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dor
What does Dor do?
Dor provides battery-operated thermal-sensing people counter hardware (F21 sensor) paired with a cloud-based analytics dashboard and REST API to help brick-and-mortar retailers measure foot traffic, conversion rates, and revenue per store. The system integrates natively with Shopify POS, Square, Lightspeed Retail, and Vend to combine visitor counts with transaction data, and is deployed as a self-installed peel-and-stick solution that requires no in-store network infrastructure.
Is Dor a public or private company?
Dor is a private company. It is classified as venture growth investor backed and is currently operating.
When was Dor founded?
Dor was founded in 2015. It employs 11 to 50 people.
Where is Dor based?
Dor is headquartered in San Francisco, United States, in the North America region.
How does Dor make money?
Three revenue lines are on record. Hardware Sales are the primary driver. The others are subscription License and professional Services.
Who are Dor's main competitors?
Broad incumbents on record are ShopperTrak (Sensormatic Solutions), Irisys (Teledyne FLIR) and Cisco Meraki. Direct peers are V-Count, Xovis, Aislelabs, Density, RetailNext and FootFallCam. Placer.ai is listed as an emerging player.
Does Dor have an API?
Yes. Dor offers a REST API that enables retailers to integrate foot traffic data into their existing business intelligence tools or on-premise software. The API provides access to foot traffic data, conversion rates, and revenue metrics. Data can be accessed at intervals as low as 15 minutes via the API (vs. hourly on the dashboard). API keys are available to admin users, and integration is done via JSON format. Developer documentation is at assets.getdor.com/api-docs/v2/index.html.
What industry is Dor in?
Dor's product category is Retail Foot Traffic Analytics. Its primary akta.pro industry code is IMACAMAL, Driver Monitoring & Cabin Monitoring Hardware Manufacturing (IR Cameras/Sensors). Its NAICS code is 334519.