In a move that challenges long-standing assumptions about digital transformation in retail distribution, nFuse has secured $2 million in funding to scale a radically different approach to B2B commerce. Instead of building yet another app, the company is betting on a simple idea: meet retailers where they already are, inside messaging platforms they use every day.
Rethinking a Broken Model
For over a decade, major FMCG companies have invested heavily in B2B eCommerce platforms, expecting retailers to adopt dedicated apps for placing orders. However, adoption has remained stubbornly low, typically around 10 to 15 percent. These systems often take up to 18 months to implement and fail to resonate with small retailers who dominate emerging markets.
The issue is not technical failure but behavioral mismatch. Most platforms were designed for corporate visibility and analytics rather than the daily realities of shop owners managing fast moving inventory.
Industry estimates suggest that as many as 80 to 95 percent of such initiatives underperform, highlighting a fundamental disconnect between design and real world usage.
Built from Real World Experience
nFuse was founded by Stoyan Ivanov and Stefan Radov, who together bring nearly three decades of experience at Coca-Cola. Their insight came from firsthand exposure to the problem, having worked closely with thousands of small retailers across different markets.
They observed that retailers were already using tools like WhatsApp and Viber to run their businesses. Orders were frequently placed via voice notes, text messages, or even photos of empty shelves. Yet, companies continued pushing them toward unfamiliar platforms.
This disconnect inspired nFuse to create a solution aligned with existing behavior rather than forcing new habits.
Ordering Through Conversations
nFuse enables retailers to place orders using messaging apps such as WhatsApp, Viber, and SMS. Users can send text, voice messages, or images, which are then processed into structured orders using AI.
There is no need to download an app, create accounts, or learn new interfaces. A simple photo of a product shelf or a quick voice note can trigger an order in seconds.
This conversational approach mirrors how retailers naturally communicate, making adoption significantly easier.
Strong Adoption and Business Impact
The results have been striking. nFuse reports adoption rates exceeding 70 percent among enterprise clients, far surpassing traditional platforms. Retailers are also increasing their ordering frequency, shifting from monthly to weekly cycles.
Revenue per outlet has grown by 15 to 30 percent, while deployment timelines have been reduced to just eight weeks. Additionally, the cost per transaction is expected to drop below $1, representing a five to twenty times reduction compared to traditional methods.
For brands, this means more consistent ordering, better product visibility, and faster feedback loops from the market.
Broad Industry Validation
The platform is already being used across multiple FMCG categories, including beverages, dairy, pet food, and wholesale distribution. This demonstrates that the model is not limited to a single vertical but can scale across industries.
Investors have also backed this behavioral-first approach. Eleven Ventures and LAUNCHub Ventures led the funding round, citing the founders’ deep industry knowledge and the platform’s practical utility.
Beyond Ordering
While self ordering is the entry point, nFuse aims to become a broader communication infrastructure between brands and retailers. Future capabilities may include trade promotions, inventory visibility, loyalty programs, payments, and even micro lending, all managed within the same messaging thread.
By consolidating multiple workflows into a single conversational interface, nFuse is positioning itself at the center of retailer brand interactions.
Expanding Across Markets
With fresh funding in place, the company plans to expand across Europe and eventually into wider EMEA and American markets. Its long term vision remains clear: eliminate friction in B2B commerce by removing the need for dedicated apps altogether.
Rather than forcing retailers to adapt to technology, nFuse is adapting technology to fit seamlessly into their everyday routines, a shift that could redefine how fragmented trade operates globally.
