nFuse Raises $2M To Help Small Retailers Place Orders Through WhatsApp

nFuse is tackling a long-standing challenge in traditional retail by simplifying how small businesses place orders. Instead of requiring new apps or complex systems, the platform allows retailers to order via WhatsApp, Viber, or SMS using text, voice notes, or even photos of empty shelves. No downloads. No learning curve.

The company was founded by Stoyan Ivanov, a former New Ventures Director for Europe at Coca-Cola with nearly two decades of experience, and Stefan Radov, who spent 10 years working across distribution, sales, and go-to-market operations.

Their idea is rooted in a clear industry gap: despite heavy investments in B2B eCommerce platforms, adoption in fragmented retail remains low around 15%. Long implementation timelines and complex systems have left millions of small retailers disengaged.

nFuse is rethinking the model by meeting retailers where they already are making ordering faster, simpler, and far more accessible.

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nFuse was created based on how retailers actually behave, not on technical design ideas. In many emerging markets, shop owners already use messaging apps to run their businesses. They send photos of empty shelves or voice notes to order products because it is faster than using formal software.

nFuse uses this same habit. For example, a retailer can take a photo of an empty shelf, and the system turns it directly into a confirmed order. The founder explains that most digital ordering tools are made for company headquarters, not for shopkeepers who need to quickly restock items like beer before busy weekends.

The company says it is seeing strong results. About 70% of retailers use nFuse, while most similar business ordering apps only reach around 15%. It also claims each order costs about $1 to process, which is much cheaper than traditional digital systems.

nFuse says new clients can start using the system within 30 days. This is important because fragmented trade small independent shops in developing regions represents a huge market worth over $5 trillion. These shops make up most FMCG sales in regions like Africa, Latin America, Southeast Asia, and parts of Eastern Europe.

The company has raised funding from Eleven Ventures and LAUNCHub, two venture capital firms based in Sofia. This money will help nFuse expand into more countries where using messaging apps for business is already common.

"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."