The verdict in three sentences
A flat delivery fee loses money on far zones and makes you uncompetitive on nearby ones. Automated calculation by zone, weight and distance aligns each fee with real cost and turns delivery into a conversion lever. Well placed, a free-shipping threshold (25,000 to 50,000 FCFA) can lift average order value by 15 to 30 %.
The four calculation methods
Each rule answers a different constraint. Most stores combine zone + free-shipping threshold.
| Method | Basis | Advantage | Risk |
|---|---|---|---|
| Flat fee | 1 price for all | Simplicity | Loss on far zones |
| By zone | Neighbourhood / city | Protected margin | Initial setup |
| By weight | Basket kg | Fair for bulky goods | Penalizes light basket |
| By distance | km from depot | Maximum precision | Needs geolocation |
| Free threshold | Basket amount | Boosts average order | Margin if mis-set |
Recommended combination: zone tariff + free shipping above a threshold, with a weight surcharge for bulky products (appliances, bundles).
The free-shipping threshold that pays
Free shipping is never free: it is funded by the basket. The right threshold sits 20 to 40 % above your current average order value.
| Current AOV | Suggested free threshold | Absorbed delivery cost | Expected AOV uplift |
|---|---|---|---|
| 15,000 FCFA | 25,000 FCFA | 1,200 FCFA | +18-25 % |
| 20,000 FCFA | 30,000 FCFA | 1,500 FCFA | +15-22 % |
| 30,000 FCFA | 40,000 FCFA | 1,500 FCFA | +12-20 % |
| 40,000 FCFA | 50,000 FCFA | 2,000 FCFA | +10-18 % |
If your gross margin is 35 % on a 30,000 FCFA basket (i.e. 10,500 FCFA), absorbing 1,500 FCFA of delivery leaves 9,000 FCFA: profitable as long as the threshold pushes the customer to add an item.
Mini case study
Fatou runs an online deli in Dakar charging a flat 2,000 FCFA delivery, average basket 22,000 FCFA. She loses on Rufisque (real cost 2,800 FCFA) and scares off central customers (real cost 1,000 FCFA). Switching to zone tariff + free shipping from 35,000 FCFA, 30 % of customers add an item to reach the threshold. Her average basket rises to 27,500 FCFA (+25 %). On 300 orders/month, additional revenue is 300 × 5,500 = 1,650,000 FCFA/month, of which ~570,000 FCFA gross margin net of absorbed delivery.
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FAQ
Is a flat delivery fee always a mistake?
Not always: for a single-neighbourhood store with homogeneous costs it stays acceptable. As soon as you serve several zones with different costs, it loses you money or sales.
Where should the free-shipping threshold sit?
About 20 to 40 % above your current average basket. Too low and you give away shipping for free; too high and no one reaches it.
Should you charge by weight?
Only if you sell bulky goods (appliances, bundles, furniture). For light fashion or cosmetics, a zone tariff is enough.
Does free shipping really boost conversion?
Yes: the average-order uplift observed ranges from 10 to 30 % by category, a 2026 order of magnitude. The psychological pull of the threshold is powerful.
How do you automate all this in my store?
With configurable rules: geographic zones, weight brackets, free threshold and surcharges. Calculation happens at checkout with no manual work.
Let's talk about your project. We configure your zone-, weight- and threshold-based delivery fee engine directly in your store. 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.
