A growing number of Omani businesses are shifting their e-commerce operations away from traditional websites and apps, instead opting to build fully functional storefronts within WhatsApp. This move towards conversational commerce is being accelerated by local AI platforms, with Omani firm Wiya emerging as a key player in transforming how goods are sold in the Sultanate and across the Gulf.
Quick Facts
- Omani AI firm automating sales through WhatsApp.
- Secured strategic investment from Omantel Ventures.
- Solves lost sales from slow customer communication.
- Platform integrates browsing, payment, and invoicing in-chat.
Tackling the Communication Gap in SME Sales
Wiya’s founder and CEO, Talal al Marhoon, argues that the strategy is simple: meet customers where they already are. “In Oman and the Gulf, WhatsApp is part of the daily purchasing journey,” he said. “Customers enquire, order and want to pay through it. I don’t believe in forcing someone to download a new app or navigate a complicated site when they can finish everything in a place they use every day.”
The platform was designed to solve a common pain point for small and mid-sized businesses: customer inquiries scattered across WhatsApp, Instagram, and company websites, leading to slow replies and lost sales. “Many organisations were losing custom not because of a weak product, but because of weak communication,” Al Marhoon explained.
Wiya automates customer service while integrating payment and invoicing directly into the chat. Al Marhoon highlighted the case of a village shopkeeper who was overwhelmed by WhatsApp orders for water and other goods. After adopting the service, replies became instant, and customers could order and pay within the conversation. The shopkeeper reported sales exceeding RO 760 within three days and used his new customer database to run promotional campaigns.
“It shows how AI can give small owners a real chance to grow without a large team or complicated technology,” Al Marhoon noted.
Strategic Backing from National Institutions
Wiya recently secured a strategic investment from Omantel Ventures, a joint fund between Omantel and the Future Fund Oman, which is affiliated with the Oman Investment Authority. Al Marhoon described the backing as a significant vote of confidence from major national institutions in the company’s vision for conversational commerce.
Cracking the Code on Local Dialects
A persistent challenge for AI in the region has been accurately processing local dialects. According to Al Marhoon, AI handling of Omani and Gulf Arabic has “advanced a great deal,” but local vocabulary tied to specific cultural contexts remains difficult.
To overcome this, Wiya does not rely on a general AI model. Instead, it tailors and trains its system for each business and sector, improving accuracy and relevance. This commitment to customization extends to data security. “Data is highly secured with strict access control. We offer solutions to institutions to keep their customers’ data to be within their own systems. The future of AI rests not only on the power of the models, but on trust,” said Al Marhoon.
About Wiya
Founded by Talal al Marhoon, Wiya is an Omani technology company that develops AI-powered conversational commerce solutions. Its platform enables businesses to transform their WhatsApp channels into automated online stores, integrating customer service, ordering, payments, and invoicing to improve efficiency and drive sales.
Source: Zawya
