shy to start sex

My bf is very shy to initiate intimacy with me i need to scratch his back or offer to give him a massage then touch him in his weak spots to get him horny lol i don't want to just say it straight out because i feel like he wont know how to say yes and ill make him feel bad...any ideas on how to help him feel comfortable with initiating sex 😪 weve been together for a Long while but recently started having sex . we never really talk about it idk how to not make it seem like im a horny person😪😂