nFuse Secures €1.7M, Revolutionizes FMCG B2B Ordering with AI Messaging
April 11, 2026, 3:31 am
The Coca-Cola Company
Location: United States
Employees: 10001+
Founded date: 1886
Total raised: $200K
nFuse secured €1.7M from Eleven Ventures and LAUNCHub Ventures, redefining FMCG B2B ordering. The Bulgarian startup leverages AI to enable retailers to order via WhatsApp, Viber, or SMS using text, voice, or images. This innovation tackles the widespread failure of traditional B2B apps in fragmented markets, achieving 70%+ adoption and significant efficiency gains. Funds will drive global expansion across Europe, EMEA, and the Americas, while advancing product development in payments and predictive intelligence. This disruptive model caters to a $5T+ fragmented trade market, aligning with existing retailer communication habits to deliver transformative results.
Sofia-based nFuse has closed a significant €1.7 million funding round. Eleven Ventures and LAUNCHub Ventures backed the early-stage company. nFuse targets a massive global market. It aims to transform B2B ordering for Fast-Moving Consumer Goods (FMCG) retailers. The approach is simple yet revolutionary. It uses AI-powered ordering through popular messaging apps.
For years, FMCG giants pursued a flawed strategy. They built complex B2B e-commerce platforms. They expected retailers to download new apps. They anticipated digital orders flowing in. This vision consistently failed. Adoption rates in fragmented trade hovered around 15 percent. Implementation cycles stretched to 18 months. Millions of small shops, kiosks, and independent stores largely ignored these sophisticated portals.
The problem stemmed from a fundamental misunderstanding. Platforms were designed for headquarters. They focused on dashboards and data. Retailers, however, needed quick, intuitive reordering. They operate behind counters. They face weekend rushes. They require speed, not complexity. This disconnect created a vast "digital gap." It rendered most B2B e-commerce projects ineffective. Industry analysts estimate 80-95 percent underperform or fail commercially. The technology worked. The behavior did not.
nFuse founders Stoyan Ivanov and Stefan Radov witnessed this firsthand. They spent three decades at Coca-Cola. They worked across distribution, sales, and operations. They understood fragmented trade intimately. They saw digital initiatives repeatedly falter. They realized the industry built the wrong solution.
Their insight came from observation. Retailers already used messaging apps. They sent photos of empty shelves. They used handwritten notes on Viber. Voice messages conveyed orders faster than typing. nFuse built its solution on this existing behavior. Retailers place orders via WhatsApp, Viber, or SMS. They use text, voice, or photos. No app download is necessary. No login is required. No new interface needs learning. A photo of an empty shelf becomes a confirmed order instantly.
This approach yielded unprecedented results. Traditional B2B platforms struggle for 10-15 percent adoption. nFuse reports over 70 percent adoption among enterprise clients. This is a dramatic shift. Revenue per outlet increases significantly, by 15-30 percent. Deployment times shrink from 18 months to just 8 weeks.
The economics also change fundamentally. Traditional B2B ordering involves high transaction costs. Sales reps, call centers, and underused portals are expensive. nFuse drives the cost per order below $1. This represents a 5x to 20x reduction. It makes serving small, frequent-ordering retailers efficient. These outlets were previously too costly to reach.
Early clients report increased ordering frequency. Cycles jump from monthly to weekly. Retailers reorder stock as needed. They no longer wait for a sales representative's visit. For brands, this means greater volume. It provides a direct channel for new product launches. It offers faster feedback on market demand. Retailers choose nFuse as their primary ordering channel. They prefer it over portals or call centers.
The company already works with diverse category leaders. Beverages, dairy, pet food, and wholesale distribution utilize nFuse. This validates its model across multiple FMCG verticals. The investment reflects confidence in this disruptive model. Investors recognize nFuse solves a pervasive industry challenge. They see the vast potential in fragmented markets.
The funding fuels nFuse's ambitious expansion plans. The company targets growth across Europe. It aims to move into broader EMEA and American markets. Product development also receives significant investment. This includes payments and predictive intelligence.
The founders envision a future beyond simple ordering. Self-ordering is the entry point. It addresses an obvious pain. But once nFuse becomes the order channel, it becomes core infrastructure. It facilitates the entire relationship between brands and retailers. Trade marketing can run through the platform. Promotions become integrated. Inventory visibility improves. Loyalty programs can be managed. All these functions operate within the same conversation thread.
The payments and micro-lending capabilities are the next big unlock. Retailers will pay through the same WhatsApp thread. This collapses an entire workflow. The thesis remains consistent: stop asking people to install new apps. Meet them where they already are. The industry spent a decade trying to pull retailers to new platforms. nFuse delivers the solution to their existing communication channels. It is a powerful shift. It transforms B2B commerce one message at a time.
Sofia-based nFuse has closed a significant €1.7 million funding round. Eleven Ventures and LAUNCHub Ventures backed the early-stage company. nFuse targets a massive global market. It aims to transform B2B ordering for Fast-Moving Consumer Goods (FMCG) retailers. The approach is simple yet revolutionary. It uses AI-powered ordering through popular messaging apps.
For years, FMCG giants pursued a flawed strategy. They built complex B2B e-commerce platforms. They expected retailers to download new apps. They anticipated digital orders flowing in. This vision consistently failed. Adoption rates in fragmented trade hovered around 15 percent. Implementation cycles stretched to 18 months. Millions of small shops, kiosks, and independent stores largely ignored these sophisticated portals.
The problem stemmed from a fundamental misunderstanding. Platforms were designed for headquarters. They focused on dashboards and data. Retailers, however, needed quick, intuitive reordering. They operate behind counters. They face weekend rushes. They require speed, not complexity. This disconnect created a vast "digital gap." It rendered most B2B e-commerce projects ineffective. Industry analysts estimate 80-95 percent underperform or fail commercially. The technology worked. The behavior did not.
nFuse founders Stoyan Ivanov and Stefan Radov witnessed this firsthand. They spent three decades at Coca-Cola. They worked across distribution, sales, and operations. They understood fragmented trade intimately. They saw digital initiatives repeatedly falter. They realized the industry built the wrong solution.
Their insight came from observation. Retailers already used messaging apps. They sent photos of empty shelves. They used handwritten notes on Viber. Voice messages conveyed orders faster than typing. nFuse built its solution on this existing behavior. Retailers place orders via WhatsApp, Viber, or SMS. They use text, voice, or photos. No app download is necessary. No login is required. No new interface needs learning. A photo of an empty shelf becomes a confirmed order instantly.
This approach yielded unprecedented results. Traditional B2B platforms struggle for 10-15 percent adoption. nFuse reports over 70 percent adoption among enterprise clients. This is a dramatic shift. Revenue per outlet increases significantly, by 15-30 percent. Deployment times shrink from 18 months to just 8 weeks.
The economics also change fundamentally. Traditional B2B ordering involves high transaction costs. Sales reps, call centers, and underused portals are expensive. nFuse drives the cost per order below $1. This represents a 5x to 20x reduction. It makes serving small, frequent-ordering retailers efficient. These outlets were previously too costly to reach.
Early clients report increased ordering frequency. Cycles jump from monthly to weekly. Retailers reorder stock as needed. They no longer wait for a sales representative's visit. For brands, this means greater volume. It provides a direct channel for new product launches. It offers faster feedback on market demand. Retailers choose nFuse as their primary ordering channel. They prefer it over portals or call centers.
The company already works with diverse category leaders. Beverages, dairy, pet food, and wholesale distribution utilize nFuse. This validates its model across multiple FMCG verticals. The investment reflects confidence in this disruptive model. Investors recognize nFuse solves a pervasive industry challenge. They see the vast potential in fragmented markets.
The funding fuels nFuse's ambitious expansion plans. The company targets growth across Europe. It aims to move into broader EMEA and American markets. Product development also receives significant investment. This includes payments and predictive intelligence.
The founders envision a future beyond simple ordering. Self-ordering is the entry point. It addresses an obvious pain. But once nFuse becomes the order channel, it becomes core infrastructure. It facilitates the entire relationship between brands and retailers. Trade marketing can run through the platform. Promotions become integrated. Inventory visibility improves. Loyalty programs can be managed. All these functions operate within the same conversation thread.
The payments and micro-lending capabilities are the next big unlock. Retailers will pay through the same WhatsApp thread. This collapses an entire workflow. The thesis remains consistent: stop asking people to install new apps. Meet them where they already are. The industry spent a decade trying to pull retailers to new platforms. nFuse delivers the solution to their existing communication channels. It is a powerful shift. It transforms B2B commerce one message at a time.