B2B Ordering Platform nFuse Raises Funding from Eleven Ventures and LAUNCHub
nFuse, an AI-powered B2B ordering platform, has raised investment from two Central and Eastern European venture funds to expand across Europe, the US, and emerging markets. The funding targets a $5 trillion market segment that traditional digital solutions have largely failed to penetrate.
The platform lets retailers place orders through messaging apps-SMS, WhatsApp, iMessage-without downloading new software or creating logins. Retailers send text, voice notes, or photos to confirm orders in seconds. nFuse reports adoption rates above 70% among enterprise clients, compared to an industry average of roughly 15% for traditional B2B eCommerce platforms.
The Problem Traditional Platforms Miss
CPG companies serve fragmented trade-independent shops, kiosks, restaurants, and small operators-that represents over $5 trillion in annual sales. This channel dominates commerce in emerging markets across Central and Eastern Europe, Latin America, Africa, and Southeast Asia.
Yet adoption of B2B eCommerce in fragmented trade hovers around 15%, with 80-95% of digital ordering projects underperforming or failing entirely. The platforms work technically. Retailers simply don't use them.
"The fundamental assumption was wrong," said Stoyan Ivanov, nFuse co-founder and CEO. "The industry built eB2B for headquarters-for the people who wanted dashboards and data. Not for the retailer standing behind a counter who just needs to reorder beer before the weekend rush."
Economics That Work for Sales Teams and Brands
nFuse targets cost per order below $1, a 5x to 20x reduction compared to traditional sales rep or call center ordering. For brands facing margin pressure from rising energy costs and weakening consumer spending, that difference moves outlets from unprofitable to viable.
The model also changes ordering frequency. Retailers who previously reordered monthly when a sales rep visited now reorder weekly. New product launches reach outlets faster. Real-time demand signals flow through a single channel, giving brands visibility across their entire retail network.
Revenue per outlet increases 15-30%, according to the company. Deployment takes roughly a month rather than a year.
Stefan Radov, nFuse co-founder and COO, said: "These retailers aren't technology-averse. They're using technology constantly. Just not the technology we kept trying to give them. They don't want another app. They want to order the same way they message their family."
What's Next
nFuse currently serves category leaders in beverages, beer, snacks, frozen food, modern nicotine, dairy, pet food, and wholesale distribution. The company is building toward payments and predictive demand intelligence, letting retailers pay through the same messaging thread where they order and providing brands with aggregated shelf data for supply planning.
The company was co-founded by ex-Coca-Cola executives with 30+ years of combined distribution experience. Both founders worked in CPG sales and distribution before launching nFuse.
For sales professionals managing B2B ordering at scale, tools like this reshape how teams allocate time. Rather than managing manual order entry, sales reps focus on relationship building and account growth. Learn more about AI for Sales and how automation changes sales workflows, or explore the AI Learning Path for Sales Representatives.
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