nFuse Raises $2M to Enable Small Retailers to Order via WhatsApp
April 7, 2026 – 7:38 am
Two former Coca-Cola operators have created a messaging-first ordering platform, aiming to solve the issues they observed with B2B e-commerce initiatives in fragmented trade. The platform boasts a 70% retailer adoption rate and claims to process orders at up to 20 times lower costs than traditional digital channels.
Bulgarian Startup nFuse
Bulgarian B2B ordering startup nFuse has secured $2 million in funding from Eleven Ventures and LAUNCHub, with the goal of accelerating expansion across CESEE, Latin America, and Southeast Asia. The founders, Stoyan Ivanov (with nearly 20 years at Coca-Cola) and Stefan Radov (a decade at the company), leveraged their extensive experience to address a recurring problem.
They identified a pattern: FMCG companies investing heavily in B2B e-commerce portals, yet seeing low adoption rates (around 15%) among independent small retailers, kiosks, and shops. These businesses already relied on messaging apps for communication, often sending photos of empty shelves or voice messages to order goods—a quicker alternative to typing into a portal.
nFuse leverages these existing channels, allowing retailers to place orders via WhatsApp, Viber, or SMS using simple text, voice messages, or photos. The platform offers a streamlined approach, with no app download required and an intuitive interface that avoids the need for new learning curves.
Addressing a Real Need
The startup’s focus is on solving real-world problems. Ivanov highlights the inefficiency of existing platforms, which are designed around dashboards and data preferences of corporate headquarters rather than the needs of local retailers. nFuse aims to empower these small businesses with an easy, fast, and cost-effective ordering system.
The results speak for themselves: nFuse claims a 70% retailer adoption rate, significantly outperforming typical B2B ordering apps in fragmented trade. They attribute their success to keeping the platform simple and aligned with the behavior of their target audience.
Market Potential
With over $5 trillion in global value, fragmented trade represents a significant opportunity. In regions like CESEE, Latin America, Africa, and Southeast Asia, independent retailers account for the majority of FMCG sales. nFuse is well-positioned to capitalize on this trend, with its messaging-based approach already proven effective in these markets.
The funding from Eleven Ventures and LAUNCHub will enable nFuse to expand further, solidifying its position as a game-changer in B2B e-commerce for emerging markets.