10X
6 known investors
10X is a company focused on transforming the retail industry, particularly supermarkets, through product innovation. The company aims to evolve the customer experience and work practices in retail by applying technology and design solutions to address structural changes in the sector.
Also known as 10X, Inc. · テンエックス · 株式会社10X
Founders & leadership
Investors · 6
Company profile
researched Aug 2026株式会社10X (10X, Inc.) is a Tokyo-based company that builds technology for the retail sector, with a focus on supermarkets. It was established on 26 June 2017 and is headquartered at Higashi-Nihonbashi 1-4-6, Higashi-Nihonbashi Itchome Building 5F, Chuo-ku, Tokyo, with Shinjo Yamoto (矢本 真丈) as representative director and CEO.
Its principal product is Stailer, an e-commerce platform for retail and distribution operators such as supermarkets and drugstores. Stailer is supplied as a full system set covering the consumer-facing app, backyard pick-pack and delivery management apps, order management and inventory management systems, and BOPIS (in-store and drive-through pickup). Retailers that adopt Stailer operate their own branded online supermarket and online drugstore services on top of it. The company has extended the platform with AI-oriented modules, including Stailer AI ordering (AI発注), a generative-AI shopping chat assistant ("お買い物AI") for Stailer online supermarkets, and Stailer AI Pricing.
The company frames its mission around opening up the future of retail, arguing that regionally rooted Japanese supermarkets act as food-culture infrastructure but face structural change, and that both customer experience and store staff working practices need to advance. Its stated credo is to create non-linear ("10x") value by finding real user issues, solving them with combinations of existing technology, and doing so in large markets with significant pain points.
Founding story
The company states it was founded out of a motivation to change people's lives through products, aiming at "practical inventions" that are needed in their era and actually used by people, and chose retail as its first field because it is close to everyday life and large in market scale.
Business model
10X licenses its Stailer retail e-commerce platform to retail and distribution operators, who use it to run their own online supermarket and online drugstore services; the platform is delivered as a bundled set of consumer app, backyard operations apps, order and inventory management, and pickup capabilities.
Latest developments
In April 2026 10X began offering "お買い物AI", a generative-AI chat assistant, on Stailer online supermarkets; in May 2026 it formally released Stailer AI Pricing; and in June 2026 it was certified as an IT introduction support provider for the "Digitalization/AI Adoption Subsidy 2026" program. An August 2026 blog post marked one year since the release of Stailer AI ordering.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Positions itself as a technology and product supplier to Japan's supermarket-centred retail industry, working with multiple retail operators to define how the sector should modernize customer experience and staff workflows.
Technology
Stailer provides a retail e-commerce stack including an end-customer app, backyard pick-pack and delivery management applications, order management and inventory management systems, and BOPIS store and drive-through pickup. Payment security includes 3-D Secure 2.0 authentication for credit card transactions. AI features include AI-based ordering, a generative-AI shopping chat assistant, and AI pricing.
Go-to-market
Retail and distribution operators in Japan, primarily supermarkets and drugstore chains, and by extension their online shoppers.
Geography
Headquartered in Chuo-ku, Tokyo, Japan, serving Japanese retail operators.
History
10X, Inc. was established on 26 June 2017. Its Stailer retail e-commerce platform added support for 3-D Secure 2.0 credit card authentication in October 2024, ahead of Japanese credit card guideline requirements for EC merchants by end of March 2025. Stailer AI ordering had been in market for about a year as of an August 2026 engineering blog post, a generative-AI shopping chat assistant for Stailer online supermarkets launched in April 2026, Stailer AI Pricing was formally released in May 2026, and in June 2026 the company was certified as an IT introduction support provider for Japan's 2026 digitalization/AI adoption subsidy program.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 6
by search overlap
Companies competing with 10X for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 4
launches, deals, and filings10X was certified as an IT introduction support provider (IT導入支援事業者) under the "Digitalization/AI Adoption Subsidy 2026" program.
10X released "Stailer AI Pricing", an AI-driven pricing capability for retailers.
10X began providing a generative-AI powered shopping chat assistant on the Stailer retail e-commerce platform's online supermarket service.
10X announced that its retail e-commerce platform Stailer now supports 3-D Secure 2.0 cardholder authentication for credit card payments, to curb fraudulent card use and align with Japanese credit card security guidelines requiring 3-D Secure at EC merchants by the end of March 2025.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
VCX NAV Estimate: What The Fundrise Innov Fund Is Really Worth - Financial Samuraifinancialsamurai.com · Jul 2026
Almost 90 new unicorns have been minted so far this year — here they are | TechCrunchtechcrunch.com · Jul 2026▸Research sources · 8
primary sources listed
- 10X10x.co.jp · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does 10X do?
- Japanese retail technology company whose Stailer platform powers online supermarket and drugstore e-commerce operations.
- Who founded 10X?
- 10X was founded by 矢本 (Yamoto).
- Who are 10X's investors?
- 10X's investors include Global Brain, GMO VenturePartners, KDDI Open Innovation Fund, NOW Japan, 10X Capital, Founders Fund.