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AI for retail and eCommerce. Built to solve real problems.

We help retailers put useful AI to work: agents for your shoppers and for your team.

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Proven at Leroy Merlin South Africa.

Everything on this list was built for Leroy Merlin South Africa and runs with real shoppers, not in a pilot or a pitch deck.

  • 40%

    Growth in online revenue.

  • 32%

    More purchases from AI product recommendations. Machine-learning models on Dynamic Yield, A/B tested against the previous experience.

  • 2

    AI agents in production: a contact-centre voice agent and a website chatbot. They answer product questions, refund questions, order tracking, brand FAQs and project advice, and hand over to a person when needed. The voice agent launched on 10% of calls and now takes all of them, and the chatbot is open to every visitor on the website.

AI for every step of the shopping journey.

Start where the money is. If shoppers can't find the right product, start with an assistant. If your contact centre is stretched, start with voice and chat. Not sure yet? The readiness audit tells you which two or three projects will pay back first.

AI shopping assistants

An assistant on your store that finds products, answers questions and builds the cart in plain language. It only quotes your real prices, stock and policies.

  • Product search and advice in the shopper's own words
  • Checks stock and delivery before it recommends anything
  • Hands over to your team when a person should take it
  • You own the prompts, the data and the accounts
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AI customer service: voice and chat

Voice and chat agents that answer order, delivery and product questions at any hour, and pass the difficult ones to your people.

  • Contact-centre voice agents
  • Website and WhatsApp chat
  • A person approves refunds and exceptions
  • Customer data handled in line with POPIA
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AI personalisation

Recommendations, search and on-site content that adapt to each shopper, tested against what you run today so you can see the difference in rand.

  • Product recommendations
  • Personalised search and merchandising
  • A/B tested, reported in revenue
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AI for your operations and team

Agents that work in your back office alongside your team. They prepare the work and a person approves it before anything changes on your store.

  • Explain why sales moved and which customers drove it
  • Write and fix product titles, descriptions and attributes
  • Flag low stock, slow movers and late orders
  • Suggest price changes and promotions within limits you set
  • Draft campaigns for your marketers to review
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AI readiness audit from R15,000

A fixed-price review of your data, systems and team. It ends with the two or three AI projects worth doing first, with effort and cost for each.

  • Current tools and data reviewed
  • Top three opportunities, ranked by return
  • A roadmap you can take to your board
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Agentic commerce

AI agents are starting to shop on behalf of customers. We make your catalogue, checkout and policies readable to them, so you're in the running when they compare stores.

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Something else in mind? If your team makes the same decision a hundred times a day, there's a good chance an agent can take it on.

Growth work that AI builds on.

AI pays off fastest on a store that already converts. We still run the core growth work, and it's where many clients start with us.

Talk about growth

Conversion rate optimisation

Find where shoppers drop off, test the fixes and keep the winners. Checkout, product pages, search and site speed.

15% higher conversion rate at Leroy Merlin South Africa

Paid and retail media

Google, Meta and retail media campaigns judged on profit, not clicks. Shopping feeds, Performance Max and catalogue ads.

Launched the first retail media network in South African home improvement

eCommerce strategy

Platform choice, migrations, marketplaces and a roadmap your team can actually deliver, or a fractional eCommerce lead to run it.

Led the launch of South Africa's first DIY shopping app

From first call to measurable results.

No lengthy onboarding. No vanity workshops. We diagnose fast and start delivering value within the first two weeks.

  1. Discovery call

    A 30-minute call to understand your goals, current challenges, and where the biggest opportunities lie. No obligation, no sales pitch.

  2. Diagnosis & proposal

    We review your analytics, store, and ad accounts. You receive a focused proposal targeting your top growth levers, within 5 business days.

  3. Sprint execution

    Senior-led implementation in focused sprints: AI setup, CRO tests, campaign builds, with weekly progress updates and transparent reporting.

  4. Measure & scale

    We track what works, double down on the winners, and document the results. You own all of it.

Start with a free discovery call

Francis Baloyi, founder of Saleleni

Francis Baloyi leads every engagement.

I've spent more than seven years building and scaling eCommerce in South Africa. At Leroy Merlin South Africa I launched the first retail media network in home improvement, drove 40% online revenue growth, and put AI personalisation, a contact-centre voice agent and a website chatbot into production.

Saleleni is how I do that for other retailers. When you work with us, you work with me, not a team of account managers passing notes up the chain.

"We only take on work we can genuinely move the needle on. If we can't see a clear path to meaningful results for your business, we'll tell you before you spend a cent." Francis Baloyi, founder

The AI Readiness Checklist for eCommerce.

20 questions that reveal exactly where your store is AI-ready, and where it isn't. Used by our clients before every AI engagement.

  • Understand your current AI capability gaps
  • Identify your top 3 AI quick wins
  • Know what data you need before investing
  • Avoid the 5 most common AI implementation mistakes
  • Build your AI business case for stakeholders

Free. No spam.

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Insights on AI and eCommerce.

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Let's talk about your store.

Book a free 30-minute discovery call. No commitment, no pitch. Just an honest conversation about where AI and growth work could pay off first.

What happens next

  • We review your message and analytics within 24 hours
  • You receive a calendar invite for a 30-minute discovery call
  • We listen first, with no pitch until we understand your goals
  • You get an honest assessment of what's achievable and how fast

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