BEES
BEES is an AI-powered B2B digital commerce platform, wholly owned by AB InBev, that connects brand owners, distributors, and retailers across 29 countries with ordering, payments, delivery, and field sales automation tools.
- Company typePrivate
- Founded2020
- HeadquartersCampinas, Brazil
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What BEES does
BEES is a B2B digital commerce and route-to-market platform that connects brand owners, distributors, and retailers into a single AI-powered ecosystem. Founded in 2020 as an internal venture within Anheuser-Busch InBev (AB InBev), the platform originated to digitize beverage route-to-market operations and has since expanded into a horizontal multi-product offering serving CPG companies broadly. Headquartered in Zug, Switzerland with offices in Brazil, the United States, and Hong Kong, BEES operates across 29 countries (Q1 2026), processing $15B in GMV in a single quarter and supporting 2.0M buyers, 500+ sellers, and 18,000 field sales representatives.
The platform is structured around a core ordering application (BEES) enhanced by a suite of AI-native modules: BEES Link for key-account ordering, BEES Force for sales force automation, BEES Grow for telesales, BEES Integrated Payments, BEES Deliver, BEES Care (customer service), BEES One (management), and Integrated Marketing Campaigns. A unifying AI intelligence layer branded BEES.ai powers recommendations, route optimization, task sequencing, and computer vision capabilities (Vision for in-store execution). The technology stack is built on Microsoft Azure cloud infrastructure with geo-redundant design. BEES holds SOC 2 Type II certification and offers API-based data sharing through its Data Connect module.
BEES generates revenue via B2B transaction facilitation fees and SaaS subscriptions across three customer segments — retailers (primary), brand owners, and distributors. Distribution occurs through self-serve digital platform access, enterprise field sales (BEES Force), and AI-powered telesales (BEES Grow). As a wholly-owned subsidiary of AB InBev, the platform's growth is underpinned by a formalized related-party agreement with Ambev and the parent's global operations, while third-party seller onboarding signals an emerging multi-tenant SaaS motion.
BEES firmographics
Firmographics- Name
- BEES
- Legal name
- ANHEUSER-BUSCH INBEV SA/NV
- Website
- https://bees.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- BEES is an AI-powered B2B digital commerce platform, wholly owned by AB InBev, that connects brand owners, distributors, and retailers across 29 countries with ordering, payments, delivery, and field sales automation tools.
- Ownership category
- akta.pro rank
Where BEES is headquartered
LocationHeadquarters
- HQ city
- Campinas
- HQ country
- Brazil
- HQ region
- Latin America
Offices5 records
Markets served
BEES business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- B2B Commerce Platform Fees: BEES operates as a B2B digital commerce platform connecting brand owners, distributors, and retailers. Revenue is generated through transaction facilitation, order processing, and platform services across the route-to-market value chain.
- Software/SaaS Services: The platform provides various software-as-a-service products including ordering, payments, delivery management, customer service, and AI-powered planning tools, likely generating recurring subscription or usage-based revenue.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels3 records
BEES product offering
Product offeringCore offering
BEES is an AI-powered B2B digital commerce and route-to-market platform that connects brand owners, distributors, and retailers through a multi-product ecosystem. The platform provides 24/7 ordering, payments, delivery orchestration, customer service, sales force automation, telesales, and AI-driven planning and execution tools to digitize the full route-to-market value chain across 29 countries.
Product overview
BEES is a multi-product AI-driven B2B e-commerce and route-to-market platform connecting brand owners, distributors, and retailers. The platform operates as a platform-plus-modules architecture centered on the core BEES ordering platform, enhanced by specialized modules including BEES Link (key account ordering), BEES Force (field sales automation), BEES Grow (telesales), BEES Integrated Payments (payment processing), BEES Deliver (delivery management), BEES Care (customer service), and BEES One (management analytics). AI-powered capabilities under BEES.ai include Smart Planning/Smart Tasking/Smart Routing (territory and route optimization), Vision (image recognition), and personalized recommendation engines. Integrated Marketing Campaigns coordinate omnichannel retailer engagement, while Data Connect enables data sharing via APIs. The ecosystem serves 29 countries with operations in Q1 2026.
Differentiator
Problem solved
Functional benefit
Brands
- BEES.ai: AI intelligence layer powering BEES platform for personalized shopping, smarter frontline execution, and planning optimization.
- BEES Link
- BEES Force
- BEES Grow
- BEES Integrated Payments
- BEES Deliver
- BEES Care
- BEES One
- Integrated Marketing Campaigns (IMC)
- Smart Planning
- Smart Tasking
- Smart Routing
- Vision
- Data Connect
Products and services
- BEES Core AI-powered B2B ordering platform that enables retailers to place orders 24/7 with personalized product recommendations, real-time inventory, rewards program access, and digital communications. Designed for small and modern trade retailers using the platform for routine ordering.
- BEES Link Advanced AI-powered ordering tool for modern trade and key account retailers that converts inputs into optimized large multi-store orders, manages promotions and incentives, and orchestrates deliveries. Targeted at key accounts requiring complex ordering workflows.
- BEES Force
Quantifiable outcome
- 36M orders processed in Q1 2026
- +3 more outcomes
Companies that use BEES
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
BEES technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature14 records
BEES partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- AB InBevcoreAB InBev is the controlling shareholder of BEES and provides the platform (BEES B2B commerce) to its operating companies globally including Ambev. BEES was created in 2020 from AB InBev to digitize how brands connect with retailers worldwide. The platform is the standard route-to-market solution across AB InBev's global operations.
- Ambev S.A.coreAmbev, a subsidiary of AB InBev, entered into a related-party agreement to continue using the BEES B2B digital commerce platform. The platform facilitates order management for retailers and small businesses, supporting Ambev's shift to a digital, self-service sales model. This is a core operational partnership with AB InBev's controlling shareholder relationship driving adoption.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
BEES competitors and assessment
Company assessmentDirect peers
- BigCommerce: Headless and composable B2B/B2C commerce platform serving brand owners and retailers with APIs and storefront tooling — closely comparable on the commerce and ordering layer BEES provides.
- Mirakl: Marketplace and seller-onboarding platform enabling brands and retailers to operate third-party seller ecosystems — overlapping with BEES's seller/retailer marketplace and Data Connect capabilities.
- VTEX: Brazilian-headquartered B2B and B2B2C commerce platform with strong LatAm footprint, directly competing with BEES in digital commerce for brands, distributors, and retailers in overlapping geographies.
- AFS Technologies (now part of Aptean / Logility): Trade promotion management, retail execution, and DSD solutions for CPG/beverage — closely comparable to BEES One and BEES Force for commercial execution and trade marketing workflows.
- Repsly: Field sales execution and retail audit platform for CPG brands — directly competes with BEES Force and Vision for in-store execution, merchandising, and rep productivity use cases.
Others
- Stripe: Payments infrastructure provider — adjacent to BEES Integrated Payments, offering the kind of developer-first payment processing that BEES's payment module competes with or integrates alongside.
Broad incumbents
- Salesforce (Commerce Cloud): Enterprise commerce, CRM, and field service suite — offers B2B commerce and SFA capabilities that overlap with BEES Force and BEES Link, but as part of a much larger enterprise software portfolio.
- Shopify (Shopify Plus / Shopify B2B): Dominant commerce platform with growing B2B/wholesale capabilities via Shopify Plus; competes for the same brand-owner and retailer customers but is much broader and more horizontal than BEES.
- SAP (SAP Commerce / Business Network): Enterprise commerce and supply chain platform with deep penetration among CPG and distribution customers — overlaps with BEES's ordering, planning, and supplier-collaboration capabilities.
Emerging players
- Fluent Commerce: Composable order management and inventory platform serving brands and 3PLs — overlaps with BEES Deliver and BEES Link on order orchestration and multi-location fulfillment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
BEES social profiles
Digital presenceBEES compliance and trust
Trust signalCompliance1 record
BEES financial estimates
Financial estimateRevenue estimate
Valuation estimate
BEES leadership team
Management profileNumber of profiles
BEES funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BEES M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BEES
What does BEES do?
BEES is an AI-powered B2B digital commerce and route-to-market platform that connects brand owners, distributors, and retailers through a multi-product ecosystem. The platform provides 24/7 ordering, payments, delivery orchestration, customer service, sales force automation, telesales, and AI-driven planning and execution tools to digitize the full route-to-market value chain across 29 countries.
Is BEES a public or private company?
BEES is a private company. It is classified as corporate owned and is currently operating.
When was BEES founded?
BEES was founded in 2020. It employs 501 to 1,000 people.
Where is BEES based?
BEES is headquartered in Campinas, Brazil, in the Latin America region.
How does BEES make money?
Two revenue lines are on record. B2B Commerce Platform Fees are the primary driver. The others are software/SaaS Services.
Who are BEES's main competitors?
Direct peers on record are BigCommerce, Mirakl, VTEX, AFS Technologies (now part of Aptean / Logility) and Repsly. Stripe is listed as an others. Broad incumbents are Salesforce (Commerce Cloud), Shopify (Shopify Plus / Shopify B2B) and SAP (SAP Commerce / Business Network). Fluent Commerce is listed as an emerging player.
Does BEES have an API?
Yes. BEES offers API-based data sharing capabilities through Data Connect, which delivers tailored datasets directly into partner systems via secure API connections. The platform also mentions ERP connectivity for automating back-office tasks and sharing activation updates between teams.