Trollee Holdings
Trollee Holdings Limited is a Hong Kong-based private company that sells AI-powered smart shopping carts (TROLLEE P1 and P2) plus analytics, AdEdge in-store advertising and checkout software to enterprise retail chains across Asia and Europe, and is merging with AIMO Holdings ahead of a planned Nasdaq listing.
- Company typePrivate
- Founded2018
- HeadquartersHong Kong, Hong Kong SAR China
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Trollee Holdings does
Trollee Holdings Limited is a Hong Kong-headquartered, privately held company that builds AI-powered smart retail hardware and software, anchored by its TROLLEE P1 clip-on and TROLLEE P2 full smart shopping carts. The platform combines computer vision, machine learning, indoor positioning, edge computing and 5G to deliver self-checkout, real-time customer traffic and emotion analytics, AI-driven anti-theft and an in-store advertising layer (AdEdge), with adjacent modules for SCRM/MarTech omni-channel marketing, AR advertising, frictionless checkout and a magnetic multi-device charging system. The company holds registered patents covering its positioning and modular design innovations and has won the Red Dot Award 2024, iF Design Award 2024 and French Design Award Gold 2023 for the P2 cart.
The company sells hardware (P1 and P2) to enterprise retail chains and monetizes recurring software and analytics through subscription-like services plus in-store digital advertising on AdEdge. GTM is sales-led with direct enterprise engagement, supplemented by channel partnerships — most notably Veea Inc. (edge-AI platform and global roaming Vsim, partnership in place since 2018 and extended in 2026) and flagship retail chain rollouts such as The Mall Group in Thailand (Gourmet Market locations including The Mall Lifestore Bangkapi, Paragon Department Store, EmQuartier and Emporium) and a Jaya Grocer PoC in Malaysia launched November 2024. Reported retailer outcomes include a 10% reduction in operational expenditure, a 60% increase in conversion rate, a 50% increase in advertising revenue and a 20% increase in sales revenue.
In May 2026 Trollee signed a Merger Framework Agreement with AIMO Holdings Limited, a Hong Kong-based autonomous robotics company, to create a unified smart retail and robotics platform spanning retail, commercial facilities, smart cities and environmental monitoring, with a stated intent to list on Nasdaq via direct listing or reverse takeover. The company employs 51-100 staff, has no disclosed revenue or funding rounds in the source data, and is led by Global CEO Thim S Chiew. Note: firmographics state year founded 2021 while the company history and Veea partnership timeline point to 2018; the more evidenced 2018 date has been used here.
Trollee Holdings firmographics
Firmographics- Name
- Trollee Holdings
- Legal name
- Trollee Holdings Limited
- Website
- https://trollee.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Trollee Holdings Limited is a Hong Kong-based private company that sells AI-powered smart shopping carts (TROLLEE P1 and P2) plus analytics, AdEdge in-store advertising and checkout software to enterprise retail chains across Asia and Europe, and is merging with AIMO Holdings ahead of a planned Nasdaq listing.
- Ownership category
- akta.pro rank
Trollee Holdings industry classification
Industry- Product category
- Smart Retail Technology
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- E-commerce & Retail Recommendation Engines (HDAAAGAA)
- akta.pro secondary industry
- Marketplace & On-Demand Platform Recommendations (rideshare, delivery, services) (HDAAAGAK)
Keywords
Where Trollee Holdings is headquartered
LocationHeadquarters
- HQ city
- Hong Kong
- HQ country
- Hong Kong SAR China
- HQ region
- Asia
Offices1 record
Markets served
Trollee Holdings business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Smart Cart Hardware Sales: Sale of TROLLEE P1 and P2 smart shopping cart systems to retail chains. P1 is a clip-on device for existing carts; P2 is a standalone smart cart with advanced features.
- In-store Digital Advertising: Revenue from AI-powered targeted advertising delivered on smart cart displays. AdEdge platform enables micro-targeted, location-based personalized ads creating new revenue streams for retailers.
- Software and Analytics Services: Revenue from data analytics, customer insights, and real-time store heat maps for retail intelligence and operational optimization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | TROLLEE P1 - Clip-on smart cart device |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Trollee Holdings product offering
Product offeringCore offering
Trollee Holdings designs, develops, and sells AI-powered smart shopping carts and supporting retail intelligence software for enterprise grocery and retail chains. Its core hardware products are the TROLLEE P1 clip-on smart cart device and the TROLLEE P2 standalone smart cart, complemented by the AdEdge in-store advertising platform, SCRM/MarTech omni-channel marketing tools, AR advertising, a frictionless smart check-out system, and a magnetic charging infrastructure. The platform combines computer vision, indoor positioning, machine learning, and 5G/edge computing to enable self-checkout, real-time customer analytics, anti-theft detection, and personalized location-based advertising.
Product overview
TROLLEE offers a unified AI-powered smart retail platform with modular architecture consisting of two primary smart shopping cart products (TROLLEE P1 and P2), complemented by the AdEdge intelligent advertising platform, SCRM and MarTech omni-channel marketing tools, AR advertisement experiences, and frictionless Smart Check-out System. TROLLEE P1 is a lightweight clip-on device that transforms existing carts into smart carts, while TROLLEE P2 is a full next-generation smart cart with computer vision and advanced AI capabilities. The platform leverages 5G and edge computing to deliver AI-powered inventory analytics, real-time customer tracking, personalized recommendations, and location-based advertising across retail environments.
Differentiator
Problem solved
Functional benefit
Products and services
- TROLLEE P1 A smart shopping cart clip-on device that transforms any regular shopping cart into a smart cart for enterprise retailers. Features plug-and-play functionality with synced shopping lists, product search, indoor navigation, and effortless self-checkout. Designed as a low-cost, high-ROI, easy-to-deploy, scalable solution with long battery life, targeting retailers seeking digital transformation without full cart fleet replacement.
- TROLLEE P2 A next-generation full standalone smart shopping cart with computer vision product recognition, advanced anti-theft detection using machine learning, AdEdge marketing automation, modular replaceable components, precise indoor positioning, seamless self-checkout, and an AI-powered personalized shopping assistant for enterprise grocery and retail chains.
- AdEdge Intelligent Advertising Platform An edge-based intelligent advertising platform that micro-targets retail audiences with AI-prompt tailored, personalized ads delivered based on customers' real-time in-store locations and profiles, creating a new ad-driven revenue stream for retailers and enabling just-in-time marketing between the zero moment of truth and first moment of truth.
- SCRM and MarTech Platform An omni-channel marketing and customer relationship management solution that delivers personalized advertising to customers before and after their store visits, enabling retailers to manage customer relationships and run targeted campaigns across multiple online and offline channels.
- Smart Check-out System A frictionless self-checkout system that enables a pick, scan, and go shopping experience with no checkout lines or waiting, delivered via the TROLLEE smart cart platform for enterprise retailers seeking to eliminate traditional point-of-sale queues.
- Magnetic Charging System A charging infrastructure for the TROLLEE P1 smart cart devices that supports efficient simultaneous charging of up to 13 devices, using a high-precision charging pile designed for safe and efficient device management at retail deployment sites.
Quantifiable outcome
- Reduces Operational Expenditure by 10%
- +3 more outcomes
Companies that use Trollee Holdings
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Trollee Holdings technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability9 records
Feature11 records
Trollee Holdings partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, flagship and minor.
- Veea Inc.coreStrategic partnership since 2018 (extended 2026) combining Veea's edge-AI computing platform with TROLLEE's smart cart and robotics technologies. The partnership enables TROLLEE to access Veea's enterprise relationships across the Americas and Europe while expanding its existing footprint across Asia, Africa, and the Middle East. The integrated platform offers AI-powered inventory robotics, autonomous in-store patrolling, and unmanned store capability.
- AIMO Holdings LimitedcoreMerger framework agreement signed May 2026 between Trollee Holdings Limited and AIMO Holdings Limited (Hong Kong-based commercial robotics company). The combined entity will integrate smart retail technology with autonomous robotics to deliver end-to-end intelligent automation for retail, commercial facilities, smart cities, and environmental monitoring. Post-merger, the combined company intends to list on Nasdaq via direct listing or RTO.
- The Mall GroupflagshipPartnership with Thailand's premier retail network to deploy TROLLEE P1 and P2 Smart Shopping Carts at Gourmet Market locations including The Mall Lifestore Bangkapi, Paragon Department Store, EmQuartier, and Emporium. The Mall Group is part of Thailand's leading retail network.
- Jaya GrocerminorProof of Concept (PoC) partnership launched November 28, 2024 with Jaya Grocer, a leading Malaysian supermarket chain known for premium fresh produce and quality household goods. Introduces TROLLEE P2 smart cart technology to select outlets.
Scale indicators6 records
Recent moves7 records
Expansion highlights5 records
Trollee Holdings competitors and assessment
Company assessmentDirect peers
- Shopic: Shopic offers a clip-on smart cart device that transforms existing carts into AI-powered shopping assistants — the closest direct analogue to Trollee's P1 product architecture.
- Veeve: Veeve provides AI-powered smart shopping carts with computer vision and personalized in-store advertising for grocery retailers, overlapping directly with Trollee's cart + AdEdge offering.
- Imagr: Imagr builds computer-vision-powered smart shopping carts and checkout systems for grocery, directly addressing the same scan-and-go use case as Trollee's P2 carts.
- Caper (Instacart): Caper (acquired by Instacart) builds AI-powered smart shopping carts with computer vision and checkout-free scanning, directly competing with Trollee's P2 in the same grocery retail use case.
Broad incumbents
- Standard Cognition: Standard Cognition offers AI-powered autonomous checkout for retail using ceiling-mounted vision systems, competing for the same enterprise retail-tech budget as Trollee's smart cart platform.
- Trigo: Trigo provides computer-vision-based checkout-free grocery store technology, an adjacent retail-AI platform targeting the same enterprise grocery customers as Trollee but with ceiling-mounted cameras instead of smart carts.
- Amazon Dash Cart: Amazon's Dash Cart is an in-house smart shopping cart deployed at Amazon Fresh and Whole Foods, representing the most capital-rich incumbent competing in Trollee's exact product category.
Emerging players
- Grabango: Grabango provides checkout-free technology for grocery and convenience stores using computer vision, competing for the same retailer digitization wallet as Trollee.
- AiFi: AiFi delivers camera-based checkout-free retail technology for grocery and convenience stores, addressing the same frictionless checkout pain point Trollee solves with smart carts but via store-wide vision.
- WalkOut (SuperWise / Supersmart): WalkOut builds AI-powered autonomous checkout and smart-cart solutions for grocery retailers, with overlapping product capabilities around scan-and-go and computer vision retail intelligence.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Trollee Holdings social profiles
Digital presenceTrollee Holdings compliance and trust
Trust signalCompliance12 records
Trollee Holdings financial estimates
Financial estimateRevenue estimate
Valuation estimate
Trollee Holdings leadership team
Management profileNumber of profiles
Profiles2 records
Trollee Holdings funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Trollee Holdings M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Trollee Holdings
What does Trollee Holdings do?
Trollee Holdings designs, develops, and sells AI-powered smart shopping carts and supporting retail intelligence software for enterprise grocery and retail chains. Its core hardware products are the TROLLEE P1 clip-on smart cart device and the TROLLEE P2 standalone smart cart, complemented by the AdEdge in-store advertising platform, SCRM/MarTech omni-channel marketing tools, AR advertising, a frictionless smart check-out system, and a magnetic charging infrastructure. The platform combines computer vision, indoor positioning, machine learning, and 5G/edge computing to enable self-checkout, real-time customer analytics, anti-theft detection, and personalized location-based advertising.
Is Trollee Holdings a public or private company?
Trollee Holdings is a private company. It is classified as unknown and is currently operating.
When was Trollee Holdings founded?
Trollee Holdings was founded in 2018. It employs 51 to 100 people.
Where is Trollee Holdings based?
Trollee Holdings is headquartered in Hong Kong, Hong Kong SAR China, in the Asia region.
How does Trollee Holdings make money?
Three revenue lines are on record. Smart Cart Hardware Sales are the primary driver. The others are in-store Digital Advertising and software and Analytics Services.
Who are Trollee Holdings's main competitors?
Direct peers on record are Shopic, Veeve, Imagr and Caper (Instacart). Broad incumbents are Standard Cognition, Trigo and Amazon Dash Cart. Emerging players are Grabango, AiFi and WalkOut (SuperWise / Supersmart).
Does Trollee Holdings have an API?
No public API is recorded for Trollee Holdings.
What industry is Trollee Holdings in?
Trollee Holdings's product category is Smart Retail Technology. Its primary akta.pro industry code is HDAAAGAA, E-commerce & Retail Recommendation Engines, with a secondary code of HDAAAGAK, Marketplace & On-Demand Platform Recommendations (rideshare, delivery, services). Its NAICS code is 5182 and its SIC code is 7373.