Two ex-Coca-Cola executives developed a messaging-first ordering system after observing repeated failures in B2B eCommerce in fragmented trade. The system shows 70% retailer adoption and claims order processing costs 20 times lower than standard digital methods.
Bulgarian startup nFuse secured $2 million from Eleven Ventures and LAUNCHub to boost its presence in CESEE, Latin America, and Southeast Asia, leveraging founders’ decades-long Coca-Cola experience.
The platform allows retailers to order via WhatsApp, Viber, or SMS using text, voice, or photos, without needing to download an app or learn a new interface.
Founded by Stoyan Ivanov and Stefan Radov, both Coca-Cola veterans, nFuse addresses the low adoption of B2B eCommerce in fragmented markets where attempts saw only 15% success, long implementation times, and millions of small retailers disregarding the platforms.
The idea was based on behavior rather than technology; retailers in emerging markets were already using messaging apps to manage orders, preferring quick photos or voice messages over typing on a portal. nFuse capitalizes on this established behavior.
Retailers can photograph empty shelves, instantly creating an order. Ivanov notes platforms were designed for data collection, not user convenience, like reordering stock promptly.
nFuse reports 70% adoption compared to the 15% typical in B2B apps, with a processing cost of approximately $1 per order, potentially 20 times cheaper than traditional methods.
According to its website, nFuse can be operational in 30 days. Fragmented trade dominates emerging markets, valued over $5 trillion globally, representing the main FMCG sales channel in areas like CESEE, Latin America, and Southeast Asia.
Eleven Ventures and LAUNCHub, based in Sofia, specialize in B2B software investments. Their funding will aid nFuse’s expansion into regions where messaging-based commerce is common.