The verdict in three sentences
Ghanaian crafts — kente, beaded jewellery, carved masks, woven baskets — sell for 2 to 4 times more to the UK/US diaspora than in Accra's local market. The three genuine obstacles are foreign-currency payment (GBP/USD), international shipping and customs (HS codes and import VAT). With an average basket of 30 to 150 USD and a well-structured store, realistic net margin lands between 25 % and 40 % after all fees.
The diaspora basket and payment fees
The diaspora pays in pounds or dollars. Two options: collect in foreign currency via Stripe/PayPal, or convert everything through a local aggregator. The choice directly changes your margin.
| Collection method | Transaction fee | Payout time | Best for |
|---|---|---|---|
| Stripe (GBP/USD card) | 1.5 % + 0.20 GBP (UK) | 2-7 days | UK/US customers |
| PayPal | 3.4 % + 0.30 GBP | Instant | Cautious buyers, disputes |
| Paystack / Mobile Money | 1.5 % | Instant | Diaspora with a local number |
| Bank transfer | ~0 | 1-2 days | Baskets over 200 USD |
On a 90 USD basket collected via Stripe you lose about 1.55 USD in fees; via PayPal, 3.36 USD. Across 100 orders/month the gap tops 180 USD.
International shipping and customs
Shipping is the line item that kills unprepared margins. Here are 2026 orders of magnitude from Accra.
| Destination | Post (500 g) | DHL Express (500 g) | Post time | DHL time |
|---|---|---|---|---|
| United Kingdom | ~12 USD | ~48 USD | 12-25 days | 3-5 days |
| Germany | ~13 USD | ~52 USD | 12-25 days | 3-5 days |
| USA | ~18 USD | ~65 USD | 15-30 days | 4-6 days |
| Canada | ~19 USD | ~68 USD | 15-30 days | 4-6 days |
Margin tip: charge a flat shipping fee slightly above post cost, offer free shipping above 120 USD, and always declare the correct HS code (e.g. 4602 for basketware, 7117 for imitation jewellery) to avoid customs holds.
Product storytelling and margin
A craft object with no story is a commodity; with the artisan's story it becomes a premium product. Every listing should carry the artisan's name, region, technique and a making-of photo. This storytelling justifies a price +30 to +50 % higher.
| Line item (90 USD basket) | Amount |
|---|---|
| Selling price | 90.00 USD |
| Artisan cost + sourcing | 32.00 USD |
| Protective packaging | 3.50 USD |
| Payment fee (Stripe) | 1.55 USD |
| Shipping (re-billed to buyer) | 0.00 USD |
| Net margin | 52.95 USD (59 %) |
Mini case study
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Kwame, a bead-jewellery maker in Kumasi, used to sell only at the local market. He launches an export store targeting the diaspora in the UK and USA. Average basket: 75 USD, 60 orders/month. Revenue: 4,500 USD/month. After material cost (35 %), payment fees (1.7 %) and packaging, his net margin sits around 2,400 USD/month — versus roughly 500 USD at the physical stall. Shipping is re-billed to the customer, so it stays neutral.
FAQ
Do I need a registered business to sell internationally?
Yes, a registered status makes it far easier to open a Stripe account and file export customs. Registration cost stays modest, often under 200 USD.
How do I handle import VAT paid by the customer?
Below certain thresholds, import VAT is owed by the recipient. Clearly display "excludes any local taxes" to avoid nasty surprises and refused parcels (refusal rate can exceed 5 %).
How much does a turnkey export store cost?
A multi-currency store with Stripe, catalogue and storytelling listings runs in the 1,700 to 3,400 USD range depending on features, excluding marketing.
Post or DHL to start?
Post for baskets under 60 USD (protected margin), DHL as a paid option for buyers in a hurry. Offering both lifts conversion by 8 to 12 %.
How do I reassure a buyer who doesn't know the brand?
PayPal payment, verified reviews, real photos and a clear return policy. These cut cart abandonment by 20 to 30 %.
Let's talk about your project. We build your multi-currency crafts export store, ready for the diaspora and customs. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
