BEES

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.

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

Headquarters

HQ city

Campinas

HQ country

Brazil

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. 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.
2. 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

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature14 records

Partnerships

Two partnerships are on record, tiered core.

• AB InBevcoreOEM/ Whitelabel/ Licensing Partner · 12 February 2026AB 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.coreOEM/ Whitelabel/ Licensing Partner · 23 December 2025Ambev, 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

Direct 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

• Facebookfacebook.com/parceirobees

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BEES