The verdict in three sentences
Delivery priced blind is either too expensive (cart abandonment) or too low (margin nibbled by 5 to 8 %). The fix is an automatic zone-and-weight grid applied at checkout, with a free-shipping threshold calibrated to your average basket. Set well, that threshold pushes the average basket +15 to +20 % because customers add an item to reach free shipping.
The zone x weight tariff grid
A readable grid fits in five zones and three weight bands. Customers understand it, you lose nothing, and the calculation is instant at payment time.
| Zone | 0 - 2 kg | 2 - 5 kg | 5 - 10 kg |
|---|---|---|---|
| City center | 1 000 FCFA | 1 500 FCFA | 2 200 FCFA |
| Near suburbs | 1 500 FCFA | 2 000 FCFA | 2 800 FCFA |
| Far suburbs | 2 000 FCFA | 2 800 FCFA | 3 800 FCFA |
| Other regional city | 2 500 FCFA | 3 500 FCFA | 5 000 FCFA |
| National (intercity) | 3 500 FCFA | 5 000 FCFA | 7 500 FCFA |
The free-shipping threshold: the average-basket weapon
Free shipping above a threshold is the most profitable lever at checkout. The threshold should sit 20 to 30 % above your current average basket to pull customers up without giving delivery away to everyone.
| Current average basket | Recommended free threshold | Observed basket effect | Delivery margin absorbed |
|---|---|---|---|
| 12 000 FCFA | 18 000 FCFA | +12 to +16 % | 3 - 5 % |
| 20 000 FCFA | 25 000 FCFA | +15 to +18 % | 4 - 6 % |
| 25 000 FCFA | 30 000 FCFA | +16 to +20 % | 4 - 6 % |
| 40 000 FCFA | 50 000 FCFA | +10 to +14 % | 3 - 5 % |
| 60 000 FCFA | 75 000 FCFA | +8 to +12 % | 2 - 4 % |
Mini case study
Awa, who runs a cosmetics store in Dakar, had a 21 000 FCFA average basket and a flat 1 500 FCFA delivery she often waived "by feel." After setting an automatic grid and a free-shipping threshold at 25 000 FCFA, her average basket rose to 24 700 FCFA (+18 %) in six weeks. On 400 orders/month, that's about 1 480 000 FCFA of extra revenue, half of it net margin after product cost. Free delivery costs her 4.5 % of margin, easily covered by the basket gain.
FAQ
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Should I charge by weight or a flat rate?
A zone x weight grid is fairer and protects margin on heavy parcels. A single flat rate loses 5 to 8 % of margin on bulky orders and overcharges small parcels, which increases abandonment.
Where should the free-shipping threshold sit?
At 20 to 30 % above your average basket. Too low and you give delivery to everyone; too high and nobody reaches it, so the basket effect disappears.
Does automatic calculation work with mobile money?
Yes, delivery is calculated before the mobile-money payment triggers. The total (products + delivery) goes out in one transaction, with no manual handling.
How do I handle customers outside covered zones?
Offer pickup points or intercity with a national rate shown right at checkout. Never leave a "we'll call you back": that guarantees 30 to 40 % abandonment.
Does a free-shipping threshold eat overall margin?
Rarely, if set well. The cost of free delivery (2 to 6 % of margin) is more than offset by a 15-20 % higher average basket and better conversion.
Let's talk about your project. We configure your zone x weight grid and free-shipping threshold to maximize the average basket without cutting margin. 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.
