How to Sell Event Tickets Online in Ghana: A Step-by-Step Tutorial

There's never been a better time to be an event creator in Ghana. But here's what separates the events that sell out from those that struggle: the smart ones have moved their ticket sales online.

Today's event attendees expect a seamless, professional experience from the moment they decide to attend your event. This guide will walk you through everything you need to know about selling event tickets online in Ghana. From choosing the right platform to setting up payments and even marketing your event, we've got you covered.

What You Need Before You Start Selling Tickets Online in Ghana

Before even choosing where to sell your tickets and setting it up, you should make sure you have these essentials ready:

A clear event concept and date

Know exactly what you're organizing, when it's happening, and where. Your event’s description, location, date, and time, are basic required information for setting up online ticketing. And if you create an event page with vague event details anyway, it can lead to confused customers and abandoned purchases.

Basic brand assets

You'll need a compelling event name, high-quality flyers in different dimensions for different social media platforms, and a clear, engaging description that tells people why they should attend.

Ticket tiers or pricing strategy

Decide if you'll offer different ticket types like Early Bird, Regular, VIP, or Group tickets for couples or friends. Having multiple options can significantly boost your revenue.

Mobile money or bank account for payouts

Make sure your business or personal account is set up to receive payments from whichever ticketing platform you choose.

Step 1: Choosing the Best Platform to Sell Tickets in Ghana

Your platform choice is the most important step on this list. You need one that understands the Ghanaian market, supports local payment methods, and provides the tools you need to manage your event professionally. Look for platforms that offer mobile money integration, fast and reliable customer support, and features designed for your specific needs as an event organizer in Africa.

💡Pro Tip: Finding an event ticketing platform that supports mobile money is non-negotiable. Make sure your platform supports MTN Mobile Money, Vodafone Cash, and other major mobile money services. This is how most Ghanaians prefer to pay for events.

Here's our breakdown of the top options, evaluated on mobile money support, ease of use, fees, and customer support.

1. Tix Africa

Tix was built specifically for African event creators and understands the unique challenges of organizing events in Ghana. It's the platform trusted by major events like iMullar Sound System, AfroFuture, and countless successful events across the country.

Key features:

• Multiple payment options including cards, bank transfer, and mobile money integration
• Fast and easy-to-use. Set up your event in less than 5 minutes, and your attendees can buy tickets in less than a minute.
• Organizer mobile app for ticket scanning and checking in guests at your event
• Custom widgets you can embed into your website
• Detailed reports to help you make data-informed decisions about your event
• Box Office feature for creating beautiful no-code event websites
• Discovery page that helps new audiences find your event
• Fast and reliable customer support that understands your needs
• On-site services that include event assistants, wristband production, crowd management, etc.
• Free for free events, and transparent pricing with no hidden fees for paid events (7.5% + GH¢5)

Best for: Any event size, from intimate sessions to large festivals.

2. eGotickets

A local alternative that provides basic ticketing functionality with mobile money support.

Key features:

• Mobile money and WhatsApp payment options
• Event discovery platform
• Simple event setup process
• Pricing plans depending on your needs. However, booking and payment processing fees are separate from plan fees, which may lead to some confusion on pricing.

Best for: Basic events that need straightforward ticket sales without advanced features.

3. Ayatickets

Ayatickets is a West Africa-focused platform with SMS capabilities.

Key features:

• SMS ticket delivery options
• Good for mid-sized events
• Basic analytics
• Organizer mobile app for event management
• Ticket-scanning mobile app
• Option to see physical tickets
• Attendee app for event discovery and ticket management

Best for: Mid-sized events or events who need physical and/or offline ticket sales

4. Eventbrite

Eventbrite is a global ticketing company, who has minimal presence in Ghana.

Key features:

• Lots of limitations in Ghana e.g. no mobile money support, payment processing challenges for local users
• Simple event setup process
• Event discovery page

Best for: Events primarily targeting diaspora audiences with international payment methods OR free events.

Step 2: Create Your Event Page

Your event page is how to create the best first impression for your potential attendees:

• Add a compelling flyer that captures the vibe of your event. Make sure it’s high-resolution, and fits the exact dimension your ticketing platform needs for the page. Here’s another tip: include the main attractions of your event on your flyer. Did you book some popular DJs? Artist performances? Giving away free shots at the door? They should all be on your flyer.
• Write a clear, engaging description that answers the key questions your potential attendees will ask. What's happening? Who's performing or speaking? What will the experience be like? Why should someone attend?
• Set your ticket prices and quantities based on your venue capacity and target revenue.
• Choose your ticket types very strategically. A common strategy is to list early bird tickets to encourage early sales, regular tickets for the main sales period, along with some VIP options that offer premium experiences. It’s also a good idea to include some discounted group tickets to encourage bulk purchases.
• Add your social media links to build recognition and trust with potential attendees.
• Choose a theme or layout that matches your event's personality. For example, a professional-looking one for business events, vibrant one for concerts, or an elegant for galas.
• Include all relevant information like parking details, dress code, and any special instructions you want our attendees to have.

Step 3: Publish Your Event and Start Promoting

Once everything looks perfect:

• Get your event link and make it easy to remember and share.
• Embed ticket widgets on your website or blog if you have one, to give your attendees a smooth experience. They won’t have to leave your website or blog to buy a ticket.
• If you have more than one upcoming event, create an event website to help you showcase them all at once.
• Start sharing across all your marketing channels right away!

💡Pro Tip: With Tix Africa, you can create a custom url for your event and a widget to embed on our website.

Tips to Boost Ticket Sales in Ghana

Having a great ticketing platform is just the beginning. Now you need to make sure your tickets sell out. Here are some proven strategies that successful event organizers in Ghana swear by:

Offer strategic pricing tiers

Smart pricing is more than setting one price and hoping for the best. Think of your event like a product, and create a pricing strategy that will drive sales at different stages. Many event organizers list:

• Early Bird Tickets: 20-25% discount for sales in the first couple of weeks after announcing the event. They either set a clear deadline and stick to it, or set a number of tickets and move on the next stage when they’re all sold.
• Regular Tickets: Your standard ticket price for the main sales period.
• Last-minute Tickets: Consider a small increase (10-15%) in the final week to your event, or after regular tickets are sold out, to capitalize on urgency, but be careful not to price out genuine attendees.
• Group Tickets: Offer "Buy 3, Get 1 Free" or similar packages to encourage bulk purchases from couples or friend groups.

💡Pro Tip: Create group tickets on Tix so each person in the group gets a separate unique QR code they can check in with at the event!

Partner with local influencers and community pages

Here's how to do influencer partnerships in Ghana right:

• Micro-influencers often work better: Partner with accounts that have 5,000-50,000 engaged followers rather than mega-influencers who may have less authentic connections.
• Community pages are goldmines: Collaborate with Blac Volta, AccraEvents, and other niche pages relevant to your event type.
• Offer value exchanges: Instead of just cash payments, offer free tickets, VIP experiences, or revenue sharing. Many local influencers prefer long-term authentic partnerships rather than quick cash.
• University campus ambassadors: If targeting young adults, partner with popular students at University of Ghana, KNUST, or other campuses.

Leverage social media strategically

Your social media marketing strategy should align with where your target audience is most active. And unless you have a large team, it makes sense to focus on just 1-2 platforms, rather than spread yourself thin across all of them. Here are some tips to guide you:

• WhatsApp
  • Build broadcast lists of past attendees (get permission first)
  • Share exclusive updates, behind-the-scenes content, and last-minute offers
  • Use your WhatsApp Status to share quick updates and countdown timers to your contacts
• Instagram
  • Post consistently (at least 5-7 times per week) leading up to your event
  • Use Instagram Reels heavily. They get the most reach
  • Share lineup announcements, BTS of you touring the venue, outfit inspos, and FAQs about the event
  • Create engaging Instagram Stories with polls, Q&As, and countdown stickers
• TikTok
  • Partner with popular Ghanaian TikTokers to create event-related content
  • Use trending sounds and hashtags to increase your visibility
  • Show behind-the-scenes planning content. People really love seeing the process
• Twitter/X
  • Engage with popular accounts in your target audience and respond to questions quickly
  • Share live updates on your planning process to build anticipation
  • Use Twitter Spaces to discuss your upcoming event or industry topics

Share social proof

Social proof is incredibly powerful in event marketing. People are more likely to buy tickets if they know other people are going to be at the event.

• Video testimonials: Record short videos of past attendees talking about how much they loved being at your event.
• Behind-the-scenes content: Show your planning process, venue setup, artist rehearsals and sound check, or vendor preparations. This builds trust and excitement with potential attendees.
• Attendee photos: Repost photos from past events showing people having a great time.

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• Artist or speaker endorsements: Get your performers or speakers to share about the event on their own platforms.

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A post shared by AfroFuture 🌐 (@afrofuture)

How to Track and Manage Tickets

Getting really good at planning successful events requires ongoing monitoring and smart use of data. Here's how to stay on top of your ticket sales and use that information to improve your events:

Monitor sales in real-time and take action

Your ticketing platform's dashboard is your command center. Check it daily and look for data that answers these questions:

• How many tickets are you selling per day? If sales slow down significantly, it's time to adjust your marketing.
• What ticket types are selling faster than other ones? Consider adjusting quantities or pricing for future events.

Leverage sales milestones and alerts

On Tix, you choose to receive daily or weekly sales summaries about your event. You should pay attention to this data so you know when to amp up your marketing, start promoting "limited tickets remaining", or create strong urgency with "final tickets" messaging.

Use professional check-in tools effectively

Your check-in process is often the first physical interaction attendees have with your event. Make sure it’s smooth by following these processes:

• Pre-event preparation
  • Train your team on how to use QR scanners or mobile check-in apps
  • Test all equipment the day before your event
  • Set up multiple check-in points for large events to avoid long queues
• During the event
  • Track real-time attendance versus tickets sold to understand no-show rates
  • Monitor check-in speed and quickly add more stations if queues get too long
  • Capture data on arrival times to plan better for future events
• Post-event analysis
  • Calculate show rates: What percentage of ticket buyers actually attended?
  • Identify peak arrival times: When do most people arrive? This helps you plan staffing and logistics.
  • Track VIP experiences: Did VIP ticket holders use all their perks? This affects future VIP offerings.

💡Pro Tip: Tix has a very capable on-site team that can help you take care of some of your pre-event preparation and checking in guests during your event.

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A post shared by tix.africa - event ticketing app (@tixdotafrica)

Export and leverage attendee data

Your attendee list is gold for future marketing strategies. These are some great ways use it responsibly:

• Build your database💡Pro Tip: On Tix, you can include this in your terms and conditions, and require every attendee to agree to it before buying a ticket.
  • Get consent during ticket purchase for future marketing communications.
• Segment your lists: Separate VIP buyers from regular attendees, first-time visitors from repeat customers
• Future marketing opportunities
  • Email marketing: Send monthly newsletters about upcoming events to past attendees
  • Early access: Give previous attendees first access to tickets for new events
  • Survey feedback: Ask past attendees what types of events they'd like to see next

There you have it. The most successful events in Ghana today are backed by smart tools and strategic planning. When you use the right ticketing platform, you're building trust, creating professional experiences, and setting yourself up for long-term success.