Marvin Asamoah’s Startup Relay Debuts AI-Powered WhatsApp Commerce Platform in Ghana

A Ghanaian technology startup has officially launched Relay, a new artificial intelligence-powered platform designed to revolutionize how businesses interact with customers on WhatsApp. Founded by Marvin Asamoah, the platform automates the entire sales and customer service cycle, allowing merchants to handle inquiries, process orders, and manage payments directly within the messaging app. By leveraging the ubiquity of WhatsApp in Africa, Relay seeks to bridge the gap between traditional retail and digital commerce, offering a seamless experience for both business owners and consumers in emerging markets.

The platform’s core innovation lies in its ability to address common pain points for small and medium-sized enterprises (SMEs). According to Asamoah, many business owners lose significant time answering repetitive customer questions, which can stifle growth. Relay’s AI features are programmed to respond to these queries instantly, recommend specific products, and facilitate transactions without requiring customers to download additional, data-heavy applications. This "app-less" approach caters to the preference of many African consumers who prioritize low-data usage and convenience, connecting directly with existing WhatsApp Business accounts to streamline daily operations.

Relay’s impact was immediate, demonstrating strong market demand within days of its release. In the first 72 hours following its launch, the platform processed orders valued at over GHS 70,000 (approximately $4,700). Beyond its automated responses, the platform is tailored to the local context, supporting indigenous languages and integrating with local payment systems to ensure that financial transactions are as smooth as the chat interface. This localized approach is intended to lower the barrier to entry for merchants who may have previously struggled with more complex e-commerce software.

Looking ahead, the startup has ambitious plans to scale its operations across the continent. While Ghana serves as the initial testing ground and launchpad, Relay aims to expand into other major African markets, specifically Nigeria and Kenya, where WhatsApp usage is similarly high. As the platform grows, the development team plans to introduce additional features to further enhance the merchant experience, positioning Relay as a central player in the evolving landscape of conversational commerce across Africa.