Ghanaian Entrepreneur Launches AI Platform to Help Businesses Sell Through WhatsApp

A Ghanaian technology startup has launched an artificial intelligence-powered platform designed to help businesses manage customer enquiries, process orders and receive payments directly through WhatsApp.

The platform, called Relay, was developed by Phleroma Ltd and founded by entrepreneur Marvin Asamoah. It targets small and medium-sized businesses that rely on messaging apps to communicate with customers but often struggle to keep up with enquiries, sales and order management.

Relay connects to a business’s WhatsApp Business account and uses AI to respond to routine customer questions, recommend products, confirm orders, collect delivery details and generate payment links. Business owners can also monitor transactions and customer activity through an online dashboard.

The idea emerged from a familiar challenge for many small businesses: spending hours responding to repeated questions about prices, product availability and deliveries. By automating some of these tasks, the platform aims to give business owners more time to focus on running and growing their businesses.

According to Asamoah, the platform was built around how commerce already works in many African markets, where customers often discover products, ask questions and make purchases through conversations rather than dedicated e-commerce websites.

Relay also supports African languages and local payment systems, with the aim of making digital sales tools more relevant to businesses operating in local markets.

The startup reported that its first paying customer, a grocery delivery business in Accra, signed up on launch day in May 2026. During its first three trading days, the company said the platform processed more than 83 orders valued at over GH₵70,000.

The company plans to expand into additional African markets, including Nigeria and Kenya, while developing features such as mobile money integrations, demand forecasting and business analytics.

The launch highlights growing efforts by African technology entrepreneurs to use AI to address everyday business challenges and make digital commerce more accessible to smaller enterprises.

Source: MyJoyOnline