Frubana Increases Products Purchased by 11% with Marqo
Company Overview
Frubana is a B2B grocery delivery platform serving restaurants and retailers across Latin America. With $100M+ in annual revenue, Frubana operates a high-frequency, high-volume marketplace of fresh produce and packaged goods. The company’s digital platform is a critical touchpoint for customers placing daily and weekly restock orders.
Challenge
Frubana’s catalog contains tens of thousands of SKUs, many with similar names, pack sizes, and regional variations. Their existing keyword search struggled with:
Ambiguous or incomplete queries
Cebolla → Wrong Onion VariantNo understanding of purchase context
SizeFrequencyLocationLimited ability to recommend viable substitutes or upsells
Low conversion on mobile, where most B2B orders occur
Frubana needed a smarter, more adaptive search experience that could increase conversion and average order size while reducing search friction.
Solution
Frubana integrated Marqo, an AI-native vector search engine purpose-built for product discovery. Within just a few weeks:
Marqo trained on Frubana’s user behavior data
ClicksPurchasesRegional PreferencesEmbedded vector search replaced keyword search in the app and web platform
Semantic understanding allowed for better results even from vague or typo-prone queries
Results
After a 4-week A/B test across 10% of live search traffic:
11%+
Customers were able to discover a wider variety of products, significantly increasing the average number of products purchased for per session.
Improved relevance for semantic or incomplete queries
Incomplete or typo queries now convert significantly better. Language understanding allows for queries to bridge combinations of English and Spanish, and handle complex descriptions and domain language.
What This Means
For a high-velocity B2B marketplace like Frubana, every extra product purchased per order directly impacts gross merchandise volume (GMV).
With Marqo, Frubana increased product throughput while reducing friction in the ordering process — all with minimal engineering effort and no manual merchandising.
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