A Ghanaian technology startup, Phleroma Ltd, launched an artificial intelligence (AI)-powered platform that helps businesses automate sales and customer service. The platform, named Relay, operates entirely through WhatsApp. Relay's first paying customer processed over GHS 70,000 worth of orders within its initial three trading days.
Relay allows businesses to manage customer enquiries, process orders, and receive payments directly via WhatsApp. This eliminates the need for a traditional website or mobile application. Marvin Asamoah, the founder of Phleroma Ltd, developed Relay to address the growing importance of WhatsApp in commerce across Africa. He noted that customers prefer buying where they already communicate.
This development aligns with Ghana's increasing adoption of digital solutions in commerce. The pandemic accelerated the shift towards online retail and mobile payments. Many small and medium-sized enterprises (SMEs) now use messaging apps for transactions. Data from the Bank of Ghana consistently shows growth in digital payment volumes, reflecting this trend. Relay taps into the widespread use of WhatsApp, which boasts over two billion global users. This makes it a primary channel for customer interaction in many markets.
Mr. Asamoah highlighted the platform's core advantage. He stated, "Customers don't want to download another app or learn a new platform. They are already on WhatsApp, and that's where they want to buy." He also explained that Relay frees business owners from repetitive tasks. Business owners often spend hours daily answering common questions about prices and availability. Relay uses AI to automate responses, recommend products, confirm orders, and generate payment links.
The successful launch and rapid transaction volume suggest strong market demand for such tools. Businesses can use an online dashboard to monitor activities and intervene when necessary. This capability streamlines operations for SMEs, potentially boosting their efficiency and profitability. Moreover, Relay's design specifically targets markets where conversational commerce is prevalent and traditional e-commerce adoption remains low. It supports various African languages and local payment systems, unlike many Western-focused AI tools.
Relay plans to expand its operations beyond Ghana into other African markets like Nigeria and Kenya. It will also introduce new features such as mobile money integrations and demand forecasting tools. For now, the company focuses on onboarding more businesses within Ghana. The platform's ability to simplify transactions through a familiar messaging app could significantly impact local commerce. This innovation empowers small businesses to scale their operations without large initial investments in bespoke e-commerce solutions. This could catalyze further digital transformation within Ghana's business landscape.