nFuse

nFuse is a Bulgarian startup that has built a B2B communication layer between brands and their distribution networks, using messaging platforms — WhatsApp, Viber, and SMS — as the operational channel for orders, catalogues, and commercial updates. In emerging markets and traditional industries where local distributors still rely on personal phone calls and informal WhatsApp messages to place orders, nFuse introduces a structured layer that automates those flows without asking anyone to fundamentally change how they work. The model is straightforward but powerful. A brand integrates nFuse with its existing ERP or B2B commerce platform, while distributors and retailers receive interactive catalogues, place orders via chat, and get automatic confirmations — all within the same messaging environment they already use every day. For the brand, the payoff is a dramatic reduction in order errors, faster processing times, and structured, queryable data on every transaction. For the distributor, there is no learning curve and no new software to install. With €1.7 million raised in a seed round, nFuse is in its early traction phase, most likely focused on CEE and Balkan markets where WhatsApp Business penetration is high and the digitization of B2B supply chains remains incomplete. It is a smart positioning choice: rather than asking distributors to adopt a new software platform — a request that has historically met resistance in traditional trade channels — nFuse meets users exactly where they already are. The underlying insight is that the bottleneck in B2B distribution digitization is often not technology but behavior. By building on top of messaging infrastructure that distributors already trust and use daily, nFuse lowers the adoption barrier to near zero while still delivering the data quality and process automation that brands need to run efficient supply chains.