AI-powered B2B ordering platform nFuse has secured €1.7m ($1.98m) to expand across Europe, the Middle East, Africa and American markets.
The funding round saw participation from Eleven Ventures and LAUNCHub.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Founded by former Coca-Cola executives Stoyan Ivanov and Stefan Radov, the Bulgaria-based company offers an ordering and communication layer for fast-moving consumer goods (FMCG) brands and their distribution networks.
Its platform allows retailers and hospitality operators to place orders through WhatsApp, Viber and SMS using text, voice or images, eliminating the need for app downloads or portal-based systems.
Ivanov said: “The industry built and designed eB2B for headquarters. Not for the retailer standing behind a counter who just needs to reorder beer before the weekend rush.”
According to Eleven Ventures, adoption of conventional B2B ordering platforms in fragmented trade remains limited at around 15%, with deployment timelines stretching up to 18 months.
Smaller retailers, kiosks and independent outlets in emerging markets are often excluded from such systems.
nFuse processes unstructured inputs, including voice messages, handwritten lists and product images, and converts them into structured orders.
The system is also said to enable features such as suggestive ordering based on past purchases, cross-selling and upselling, reactivation of inactive accounts, and execution of trade marketing activities through existing communication channels.
The company said its platform has so far processed more than €50m in orders.
Fragmented trade, consisting largely of independent retailers and small outlets, represents over €4.3tn in global commerce, particularly across Africa, Central and Eastern Europe, Latin America, and Southeast Asia.
nFuse’s system can be deployed in under a week, compared with 12 to 18 months for legacy solutions.
The platform is currently in use with FMCG clients across Europe.
The company is also working on additional features, including voice-based ordering, web portal integration and image-driven ordering through shelf scanning.
Eleven Ventures partner Ivaylo Simov said: “Stoyan and Stefan know the FMCG industry inside out. nFuse doesn’t try to replace how merchants operate; it works with it. That’s what unlocks enormous opportunities for the tail of the market.”
