Sofia Startup nFuse Raises $2 Million to Transform FMCG Ordering via WhatsApp and AI

Bridging the Digital Gap in Fragmented Trade

Sofia-based technology firm nFuse has secured $2 million in a seed funding round led by Eleven Ventures and LAUNCHub Ventures. The investment will support the expansion of its AI-powered platform that enables conversational B2B ordering for the Fast-Moving Consumer Goods industry. By utilizing messaging apps like WhatsApp, nFuse aims to bridge the digital gap in a global fragmented trade market valued at over $5 trillion. The company was founded by former Coca-Cola executives Stoyan Ivanov and Stefan Radov, who combined their extensive experience in distribution and digital sales. Their primary insight was that traditional B2B apps often fail because they require retailers to adopt unnatural digital behaviors. Instead, nFuse allows merchants to interact with brands using the tools they already use daily.

AI-Driven Commerce for Modern Distribution

The technology utilizes a sophisticated layer of over 30 specialized AI agents to process unstructured inputs like voice notes, photos of handwritten lists, or pictures of empty shelves. These inputs are automatically converted into structured orders and pushed directly into the brand's existing fulfillment systems. This approach has led to adoption rates exceeding 70 percent, a dramatic increase over the industry average. Beyond ease of use, the platform delivers significant commercial leverage by reducing the cost per order to under $1. This allows sales teams to reclaim approximately 40 percent of their time that was previously wasted on manual administrative tasks. Enterprise partners have reported revenue increases between 15 and 30 percent per outlet shortly after implementation.

Scaling Global Operations

The new capital is earmarked for expansion across European distribution markets, with subsequent plans to enter Latin America and other regions within EMEA. The product development team is also focused on expanding core integrations to ensure the platform remains compatible with various enterprise resource planning systems. Looking to the future, nFuse intends to evolve its chat interface into a comprehensive financial and operational hub. Future features include predictive ordering models and integrated B2B payment systems. By offering micro-lending and real-time demand analytics, the company seeks to become the essential invisible infrastructure for fragmented trade worldwide.