Bulgarian nFuse raised a €1.7M round from Eleven Ventures and LAUNCHub Ventures to bring AI-powered FMCG ordering to retailers via WhatsApp and Viber.
👯 Founders: Stoyan Ivanov, Stefan Radov
📅 Founding year: 2026
🏭 Industry: FMCG / B2B eCommerce / AI-powered ordering
💥 Problem: Low adoption of B2B ordering platforms in fragmented trade (~15%), long implementation cycles (up to 18 months), and mismatch between how platforms are built (for HQ) vs. how retailers actually operate.
📣 Solution: nFuse enables retailers to order via WhatsApp, Viber, or SMS using text, voice, or images—removing the need for new apps and aligning with existing behavior.
👥 Customers: FMCG brands, distributors, and fragmented trade retailers (small shops, kiosks, independent stores) across emerging markets.
🌱 Stage: Early-stage
💰 Investment amount: €1.7M
🚀 Funded by: Eleven Ventures, LAUNCHub Ventures
👁️🗨️ Investor’s perspective:
“Stoyan and Stefan know the FMCG industry inside out and have set out an ambitious task to solve the broken model of B2B e-commerce solutions. Instead of asking retailers to change their behaviour, the advancements in AI has opened a new frontier of intelligent solutions that “speak” their language via the channels they usually use. This unlocks enormous opportunities for brands, as the tail of the market (i.e. all the fragmented hotels, small shops and restaurants) can now be served efficiently and at scale,” said Ivaylo Simov, Partner, Eleven Ventures.
💡 It will be spent on: Expansion across Europe and into EMEA and the Americas, plus product development in payments and predictive intelligence.
💬 In their own words:
“The fundamental assumption was wrong,” says Stoyan Ivanov, nFuse co-founder and CEO. “The industry built and designed 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.”
💪 Their specialty: 30+ years of combined FMCG distribution experience from Coca-Cola, with deep expertise in sales, operations, and fragmented trade.
🔑 Business model: B2B SaaS / transaction-based model reducing cost per order (targeting <$1) while increasing revenue per outlet (15–30%).
👩🏫 Market: Fragmented trade representing a $5T+ global market across CESEE, Latin America, Africa, and Southeast Asia.
📊 Traction:
- 70%+ retailer adoption (vs. 10–15% industry average)
- 15–30% revenue increase per outlet
- Deployment in ~8 weeks (vs. ~18 months industry standard)
- Active across multiple FMCG verticals (beverages, dairy, pet food, wholesale)
