How Sello Parrillero moved off spreadsheets and now sells through WhatsApp with an AI agent

The client

Sello Parrillero started as the venture of two high school students who are now in college. They saw a clear opportunity: there are people who love good meat and would buy premium cuts if they were delivered to their door at a better price than at the supermarket.

Their offer: high-quality Black Angus cuts, cheaper than at traditional supermarkets and delivered to your home.

The challenge

The whole operation lived in Google Sheets. As the customer base grew, the spreadsheets stopped keeping up:

• It wasn’t clear what had been delivered to whom.
• They weren’t sure how much to charge each customer or how much to pay each driver.
• Inventory got out of control.
• Processing each order took at least an hour of manual work.

The result: they were losing money for lack of control, and the team couldn’t keep up.

The solution

We built a custom web and mobile platform that brings the whole operation together:

How the AI agent works on WhatsApp

1. The customer writes on WhatsApp.
2. The agent answers questions about the business and the products using the knowledge base.
3. The customer buys in the same conversation, and can also place and check orders.
4. When needed, the agent hands the conversation to someone on the team, through a support hub.
5. Everything runs with guardrails: controls that limit what the agent talks about and what it can do, so it stays in its role and never makes things up.

Inside the platform

Results

Half of all orders come in through WhatsApp, handled by the AI agent. The other half come in by phone, and the whole operation runs on the platform, wherever the order comes from.

Processing an order went from at least an hour to 5 minutes: automation does the work and the team just checks it.

They regained control of deliveries, billing, driver payments and inventory.

“Everything is fully synced and under control now, from creating the order on WhatsApp to delivering the product to the customer. We’re very happy with this solution, because we’ve saved many hours of manual work.”

Technology and model

Automation and the AI agent run on n8n, integrated with WhatsApp. Human support goes through a support hub built on Chatwoot, and routes use Google Maps.

Since Sello has no IT team, everything runs on Trima’s servers. It pays a monthly fee that covers hosting, maintenance and the cost of AI. No per-user licenses.

Sello owns the code. Trima hosts and maintains it, but if they ever decide to go their own way or work with another team, they get the source code. No vendor lock-in.

What’s next

Sello is in talks with restaurants, a wholesale model the platform doesn’t support yet. We’ll extend it for that: custom software grows with the business, instead of forcing the business to fit the software.