nFuse Raises $2M for Messaging-Based B2B Ordering Platform

nFuse, a logistics technology firm, has successfully closed a $2 million funding round led by Eleven Ventures with participation from LAUNCHub. The capital infusion is earmarked to accelerate the growth of its innovative platform, which leverages ubiquitous messaging applications like WhatsApp, Viber, and SMS to streamline B2B ordering processes for retailers and hospitality businesses. This strategic investment underscores a significant market shift away from traditional, often underutilized, dedicated B2B ordering applications.

The company's approach directly addresses the persistent challenges in digitizing fragmented trade, a sector valued at over $5 trillion globally. Co-founders Stoyan Ivanov and Stefan Radov, drawing on nearly three decades of combined experience at Coca-Cola, observed firsthand the low adoption rates—often as low as 15%—and lengthy implementation cycles associated with conventional B2B e-commerce portals. These platforms, designed with corporate headquarters in mind, frequently failed to resonate with the on-the-ground realities of millions of small, independent shop owners.

“We were the ones tasked with making these corporate-designed B2B platforms function in the field,” explained Stefan Radov, who serves as COO. “We witnessed the consistent failure to meet adoption targets and the disconnect between strategic goals and practical execution. This experience fueled our determination to create a solution that aligns with how businesses actually operate.” nFuse's core insight is that retailers in emerging markets are already proficient users of messaging services for daily communication and are more receptive to ordering through familiar interfaces.

Instead of requiring users to download new applications or navigate complex interfaces, nFuse integrates seamlessly with existing messaging channels. Retailers can place orders by sending text messages, voice notes, or even images of depleted inventory directly through platforms like WhatsApp. This messaging-first strategy has already demonstrated remarkable efficacy, with nFuse reporting up to a 20x reduction in order costs and an impressive 70% adoption rate among its target user base. This contrasts sharply with the estimated 80-95% underperformance or failure rate of many traditional B2B e-commerce initiatives.

The market for fragmented trade, encompassing small shops, kiosks, and independent stores, represents a substantial portion of Fast-Moving Consumer Goods (FMCG) sales, particularly in regions like Central and Eastern Europe, Latin America, Africa, and Southeast Asia. The persistent difficulty in effectively digitizing this channel presents a significant opportunity for solutions that prioritize user behavior and accessibility. nFuse's success suggests a broader trend where conversational commerce is becoming a critical component of B2B transactions, moving beyond simple catalog browsing to facilitate immediate, low-friction ordering.

With this new funding, nFuse plans to expand its operational reach and further develop its AI capabilities to enhance order processing efficiency and customer support. The company's focus on leveraging existing communication habits rather than imposing new technological paradigms positions it favorably to capture a larger share of the B2B ordering market, potentially setting a new standard for digital engagement in fragmented retail environments.