Digital commerce in the B2B sector has long laboured under a peculiar inefficiency. Whilst consumer-facing platforms have achieved unprecedented adoption by meeting customers where they already spend time, many B2B ordering solutions have pursued a distinctly different strategy: build a dashboard, populate it with data visualisations, and assume adoption will follow. For retailers and hospitality operators in emerging markets across Central and Eastern Europe, Latin America, and Southeast Asia, this assumption has proven persistently wrong.
The reality is measurable and sobering. Industry data consistently shows that traditional B2B SaaS ordering platforms achieve adoption rates of around twelve percent among small and medium-sized retailers and HoReCa operators. These figures have remained stubbornly flat for years, suggesting the problem is not merely one of poor implementation but of fundamental design philosophy. Into this gap steps nFuse, an AI-powered B2B ordering platform that has just secured two million dollars in funding to accelerate its expansion across Europe and beyond.
Funding and investor backing
The $2 million round was led by Eleven Ventures and LAUNCHub Ventures, two of the most prominent venture capital firms operating across the CESEE region. This funding reflects growing investor confidence in solutions addressing the persistent friction within B2B commerce in emerging markets, a sector where inefficiencies remain both widespread and expensive. The capital will support nFuse’s expansion strategy, with particular focus on accelerating adoption across Europe and preparing for entry into broader EMEA and American markets.
nFuse was founded by Stoyan Ivanov, who serves as Chief Executive Officer, and Stefan Radov, Chief Operating Officer. Both bring substantial experience from their previous roles at Coca-Cola. Ivanov spent two decades in corporate business development and was instrumental in building Coca-Cola’s European venturing unit, providing him with deep insight into enterprise operations and scaling challenges. Radov brings expertise in distribution, sales operations, and go-to-market strategy accumulated through years in the beverage and FMCG sector. Their combined background reflects a founding team that understands both the strategic and operational realities of B2B commerce at scale.
How nFuse reimagines B2B ordering
The platform’s core proposition is elegantly straightforward. Rather than requiring retailers and HoReCa operators to learn yet another software interface, nFuse enables ordering through the messaging applications they already use daily: WhatsApp, Viber, and SMS. Customers can place orders using text, voice messages, or images. The system is powered by AI that processes these inputs and converts them into structured orders, eliminating the need for new applications or significant workflow changes.
This approach addresses what has long been a blind spot in the B2B SaaS industry. Radov, reflecting on the problem the company seeks to solve, observes: “We sat in the meetings where adoption targets kept getting missed. They don’t want another app. They want to order the same way they message their family.” This insight emerged from direct experience within large organisations struggling to drive adoption of traditional ordering platforms.
Ivanov adds institutional perspective: “The industry built and designed eB2B for headquarters — for the people who wanted dashboards and data.” His observation captures a crucial misalignment between what traditional B2B ordering platforms optimise for and what end users actually need. Whilst logistics managers and purchasing departments may appreciate comprehensive data visualisations, the frontline staff placing orders simply want to communicate their needs through familiar tools.
The FMCG B2B sector and messaging-first ordering
The FMCG and general B2B ordering sector has undergone gradual but significant transformation over recent years. Messaging-first approaches have gained traction in emerging markets precisely because they reduce friction and align with existing user behaviour. nFuse’s presence across CESEE, Latin America, Africa, and Southeast Asia reflects the genuinely global nature of this opportunity. In each region, the fundamental problem is identical: conventional B2B ordering applications built around desktop dashboards fail to achieve meaningful adoption among small retailers and informal hospitality operators.
Within Europe specifically, B2B SaaS funding has remained robust throughout 2026, with investors recognising both the market opportunity and the durability of solutions that actually solve genuine problems. nFuse’s success in raising capital from prominent regional venture firms suggests that investors see real potential in a messaging-native approach to B2B ordering.
Looking ahead
As nFuse moves into its expansion phase, the broader implications extend beyond any single company’s trajectory. The B2B ordering platform market may finally be reckoning with a fundamental truth: adoption metrics matter more than feature completeness, and meeting users where they are proves more effective than asking them to change their habits. For retailers and hospitality operators across the CESEE region and beyond, nFuse’s expansion could mean finally having access to a B2B ordering platform that works with their workflow rather than against it.
Summary
Company: nFuse
Founders: Stoyan Ivanov (CEO), Stefan Radov (COO)
Round: $2 million
Investors: Eleven Ventures, LAUNCHub Ventures
Use of Funds: European expansion, broader EMEA and American markets
Product: AI-powered B2B ordering via WhatsApp, Viber, and SMS