10x
10X builds Stailer, a retail digital transformation platform for Japanese supermarket and drugstore chains, offering net supermarket e-commerce infrastructure plus AI modules for ordering, pricing, and conversational shopping.
- Company typePrivate
- Founded2017
- HeadquartersTokyo, Japan
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What 10x does
10X Inc. (株式会社10X) is a Tokyo-headquartered retail digital transformation (DX) company founded in June 2017 by Masatake Yamoto. The company builds Stailer, an integrated platform that enables supermarket and drugstore chains in Japan to operate online grocery (net supermarket) services and to optimize in-store operations. Stailer covers customer-facing apps (iOS, Android, Web), staff and back-office systems for picking, packing, and delivery, BOPIS, and an analytics dashboard tracking approximately 50 operational metrics. As of May 2025 the platform served 13 supermarket and drugstore chains, including Life Corporation, Sugi Pharmacy, Fuji Retailing, Delicia, Heiwado, Torisen, and Mami Mart, and processed hundreds of billions of yen in annual GMV.
10x firmographics
Firmographics- Name
- 10x
- Legal name
- 株式会社10X
- Website
- https://10x.co.jp
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- 10X builds Stailer, a retail digital transformation platform for Japanese supermarket and drugstore chains, offering net supermarket e-commerce infrastructure plus AI modules for ordering, pricing, and conversational shopping.
- Ownership category
- akta.pro rank
10x industry classification
Industry- Product category
- Retail Technology Platform
- akta.pro primary industry
- Grocery, Food & Essentials Commerce Platforms (BPAMAGAF)
Keywords
Where 10x is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices1 record
Markets served
10x business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Stailer Platform Subscription Fee: Monthly fixed fee for Stailer platform usage, providing net supermarket infrastructure including customer apps, staff apps, backend systems, and operational support.
- Revenue Share from Net Supermarket GMV: Variable fee based on sales volume (GMV) generated through Stailer-powered net supermarkets. Aligns 10X incentives with partner success.
- Stailer AI Products Additional Fees: Additional fees for AI ordering and AI pricing products, including initial implementation costs and monthly per-store charges. Can be sold independently of the net supermarket platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Stailer AI発注 pricing: starting from tens of thousands of yen per store/month plus initial implementation fee |
| Hybrid | Monthly | Two-tier model: fixed monthly platform fee + GMV-based revenue share |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels6 records
10x product offering
Product offeringCore offering
10X develops and operates Stailer, a retail digital transformation (DX) platform for supermarket and drugstore chains in Japan. The platform provides a full-stack net supermarket solution including customer-facing apps (iOS, Android, Web), back-office picking/packing/delivery management, inventory ordering, and AI-powered pricing optimization modules. 10X sells the platform primarily to enterprise retail chains via a combination of fixed monthly subscription fees and a revenue-share component tied to net supermarket GMV.
Product overview
10X (株式会社10X) operates Stailer, a comprehensive retail DX platform consisting of multiple integrated products. The core offering is Stailer ネットスーパー - a full-set e-commerce platform for supermarkets and drugstores providing customer apps, back-end operations systems, and management tools. This core platform is complemented by AI-powered modules: Stailer AI発注 for automated ordering, Stailer AIプライシング for price optimization, and お買い物AI for conversational shopping assistance. Additional capabilities include analytics dashboards, merchandising data standardization (Stailer MD), and OMO integration (Stailer OMNI). The platform serves major retailers including Life, Sugi Pharmacy, Fuji, and Delicia.
Differentiator
Problem solved
Functional benefit
Brands
- Stailer (ステイラー): A retail DX platform providing net supermarket solutions, AI ordering (Stailer AI発注), AI pricing (Stailer AIプライシング), and operational tools for supermarkets and drugstores.
- Stailer ネットスーパー
- Stailer AI発注
- Stailer AIプライシング
- お買い物AI
Products and services
- Stailer (ステイラー) Retail DX platform supporting supermarket and drugstore operations. Provides a full-stack e-commerce platform for net supermarkets, AI-powered ordering and pricing solutions, and operational management tools for store staff and delivery operations.
- Stailer Net Supermarket (Stailer ネットスーパー) Full-set net supermarket platform providing customer-facing apps (iOS, Android, Web), back-end picking/packing/delivery management apps, order/inventory management systems, and BOPIS capabilities for supermarket and drugstore retailers.
- Stailer AI Ordering (Stailer AI発注) AI-powered ordering SaaS that automatically proposes optimal order quantities based on sales, weather, promotional, and inventory data. Enables any staff member to perform ordering without specialized experience. Addresses labor shortages and reduces operational burden. Can be sold independently of the net supermarket platform.
- Stailer AI Pricing (Stailer AIプライシング) AI-powered pricing optimization service that analyzes sales performance and price elasticity to automatically calculate optimal prices for each product to improve gross profit margins. Includes price change simulation and impact visualization. Per-store profit improvements of 100,000-200,000 yen in pilot programs.
- お買い物AI (Shopping AI Chat Assistant) Generative AI-powered conversational shopping assistant integrated into Stailer Net Supermarket. Provides recipe suggestions, product recommendations based on past purchase history, and parses shopping list photos to suggest matching products. Users who added items via this feature showed 1.6% higher average order value. Supports over 70 languages.
- Stailer MD (Merchandising Data Platform) Merchandising data platform that standardizes and streamlines MD data exchange between retailers, wholesalers, and manufacturers. Serves as foundation for unified data utilization across retail operations.
- Stailer OMNI (OMO App) OMO app that integrates existing store IDs, point systems, and net supermarket systems to provide a unified customer experience across physical and digital channels.
- Stailer Analytics (Stailer アナリティクス機能) Analytics dashboard providing approximately 50 key metrics including GMV, basket size, fill rates, UPH (Units Per Hour), customer funnel, order continuation rates, and promotional effectiveness. Supports store-level and group-level performance monitoring.
Quantifiable outcome
- Partner GMV growth of 56.7% vs market average of 10.5%
- +4 more outcomes
Companies that use 10x
Customer profileNamed customers13 records
Segments1 record
Ideal customer profiles1 record
10x technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability10 records
Feature6 records
10x partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- 株式会社デリシア (Delicia)coreImplementation partner for Stailer AI ordering product. 60+ store supermarket chain in Nagano Prefecture. First partner to implement AI ordering and has achieved profitability with Stailer.
- ヒト・コミュニケーションズ (Hitocom)minorBusiness partnership for addressing labor shortages in retail stores. Provides one-stop support combining 10X's systems with Hitocom's human resources solutions.
- イトーヨーカ堂 (Aeon/York)coreStrategic collaboration announced for store-focused delivery services and customer experience enhancement. Exploring joint initiatives for retail innovation.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
10x competitors and assessment
Company assessmentRegional players
- Mercari: Japan-born C2C marketplace with strong Japanese consumer brand and engineering talent pool. Comparable as a Japanese tech platform company; 10X's CEO and CTO backgrounds are from Mercari, and Mercari represents an analogous Japanese platform scaling story.
- MonotaRO: Japan-listed B2B e-commerce platform for industrial MRO supplies operating at large scale. Comparable as a Japanese e-commerce platform business, though operating in MRO rather than grocery, demonstrating the regional platform scaling playbook 10X aspires to.
Broad incumbents
- Blue Yonder: Supply chain, demand forecasting, and retail planning software provider (formerly JDA Software). Comparable as an incumbent retail technology vendor offering overlapping capabilities around demand forecasting and pricing optimization that compete with 10X's AI modules.
- SAP (Retail/Industry Cloud): Global ERP and industry cloud vendor with retail-specific modules covering merchandising, pricing, and supply chain. Comparable as a broad incumbent whose retail vertical offerings could compete with 10X's integrated platform approach.
- Manhattan Associates: Enterprise software provider for supply chain, inventory, and omnichannel commerce serving large retailers. Comparable as a broad incumbent offering overlapping retail operations capabilities that could expand into 10X's net supermarket and pricing territory.
- Future Corporation: Japanese IT consulting and systems integrator with strong retail vertical practice. Comparable as a broad Japanese incumbent that could either partner with or compete against 10X in retail digital transformation projects at supermarket and drugstore chains.
Emerging players
- Takeoff Technologies: Grocery micro-fulfillment technology provider enabling retailers to automate online order picking. Comparable as an emerging retail technology vendor addressing operational automation in grocery, complementary rather than directly competing but serving similar buyer personas.
- Fabric (formerly Common Sense Robotics): Micro-fulfillment and grocery fulfillment automation technology provider. Comparable as an emerging player addressing operational automation in grocery retail, addressing similar customer pain points around labor and fulfillment efficiency.
Direct peers
- Instacart: US grocery e-commerce and technology platform enabling retailers to run online storefronts, fulfillment, and advertising. Directly comparable as a B2B/B2B2C grocery commerce platform with similar value proposition of helping supermarket partners build digital retail operations.
- Ocado Group: UK-based grocery e-commerce technology and fulfillment automation provider licensing its platform to grocery retailers globally. Comparable as a SaaS/technology provider enabling supermarket chains to operate online grocery at scale.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
10x social profiles
Digital presence10x compliance and trust
Trust signalCompliance2 records
10x financial estimates
Financial estimateRevenue estimate
Valuation estimate
10x leadership team
Management profileNumber of profiles
Profiles6 records
10x funding detail
Funding detailFunding overview
Funding rounds4 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
10x 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 10x
What does 10x do?
10X develops and operates Stailer, a retail digital transformation (DX) platform for supermarket and drugstore chains in Japan. The platform provides a full-stack net supermarket solution including customer-facing apps (iOS, Android, Web), back-office picking/packing/delivery management, inventory ordering, and AI-powered pricing optimization modules. 10X sells the platform primarily to enterprise retail chains via a combination of fixed monthly subscription fees and a revenue-share component tied to net supermarket GMV.
Is 10x a public or private company?
10x is a private company. It is classified as venture growth investor backed and is currently operating.
When was 10x founded?
10x was founded in 2017. It employs 11 to 50 people.
Where is 10x based?
10x is headquartered in Tokyo, Japan, in the Asia region.
How does 10x make money?
Three revenue lines are on record. Stailer Platform Subscription Fee is the primary driver. The others are revenue Share from Net Supermarket GMV and stailer AI Products Additional Fees.
Who are 10x's main competitors?
Regional players on record are Mercari and MonotaRO. Broad incumbents are Blue Yonder, SAP (Retail/Industry Cloud), Manhattan Associates and Future Corporation. Emerging players are Takeoff Technologies and Fabric (formerly Common Sense Robotics). Direct peers are Instacart and Ocado Group.
Does 10x have an API?
No public API is recorded for 10x.
What industry is 10x in?
10x's product category is Retail Technology Platform. Its primary akta.pro industry code is BPAMAGAF, Grocery, Food & Essentials Commerce Platforms.