Evaluating only Trigo’s profile at its peak — without knowing the outcome — the model ranked Competition as the #1 likely cause. Documented cause: No market fit.
Key Events Timeline
FOUNDING
FOUNDING
Trigo founded
DOWN ROUND
Down round or bridge financing
FUNDING
CRISIS
SHUTDOWN
Mass Layoff Spiral: Trigo ceases operations
SHUTDOWN
Full Analysis
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Documented cause
Trigo built a computer-vision and AI system enabling existing grocery stores to operate without checkout counters — customers pick up products and are automatically charged on exit. With $100M raised and pilots at major European retailers, Trigo was positioned as the alternative to Amazon Go. But installation costs per store were $1M+, retailers prioritized customer familiarity, and shrinkage from the frictionless model proved hard to control. The company quietly wound down commercial operations in 2024.
Lesson
“Retail automation startups must price for the retailer's actual willingness-to-pay, not the theoretical ROI — $1M installation costs are not deployable at scale in grocery.”