The verdict in three sentences
For a cosmetics wholesaler in Dakar, WhatsApp works up to about 300 active customers; beyond that, pricing errors, missed orders and customer credit follow-ups cost more than a platform. A trade-only B2B store with tiered pricing, a minimum order, Wave and Orange Money payments and delivery tracking can be built for 4 to 8 million FCFA (about EUR 6,100 to 12,200) in 10 weeks. With an average B2B basket of 350,000 FCFA and 900 resellers, the realistic goal is to free up 30% of sales time by month six.
The features that matter for a wholesaler
A consumer store does not fit: your customers are resellers from Sandaga market, hair salons and beauty institutes, each with their own terms. Here are the components to price.
| Feature | Practical use | Indicative 2026 cost |
|---|---|---|
| Approved trade accounts (NINEA or trade register) | Prices visible to professionals only | 300,000 to 600,000 FCFA |
| Tiered pricing (retailer, semi-wholesale, salon) | 3 to 5 price lists by volume | 500,000 to 1,000,000 FCFA |
| Minimum order and case packs | Example: 150,000 FCFA minimum, sold by 12 | 200,000 to 400,000 FCFA |
| Customer credit and credit limit | 15 or 30-day terms for loyal customers | 600,000 to 1,200,000 FCFA |
| Wave, Orange Money and bank transfer | Immediate or on-due-date collection | 400,000 to 800,000 FCFA |
| Delivery tracking in Dakar and the regions | Status, driver, proof of delivery | 500,000 to 1,000,000 FCFA |
| WhatsApp catalog ordering linked to stock | Customers keep their favorite channel | 400,000 to 900,000 FCFA |
| Sales dashboard | Inactive customers, top products, outstanding credit | 400,000 to 800,000 FCFA |
Customer credit is the most sensitive component. Without an automatic limit, Dakar wholesalers often discover unpaid balances only at stock-taking time.
Three project levels and their budget
| Level | Scope | Budget | Timeline |
|---|---|---|---|
| Essential | Trade accounts, 3 price tiers, minimum order, Wave and Orange Money | 4,000,000 FCFA | 6 to 8 weeks |
| Complete | Essential + customer credit, delivery tracking, dashboard | 6,000,000 FCFA | 10 weeks |
| Advanced | Complete + synced WhatsApp catalog, reseller app (PWA), stock software connection | 8,000,000 FCFA | 12 to 14 weeks |
| Maintenance | Updates, security, support | 75,000 to 120,000 FCFA per month | ongoing |
| Managed hosting | Server, backups, certificates | 25,000 to 75,000 FCFA per month | ongoing |
Transaction fees come on top: about 1% on Wave Business and 1 to 1.5% on Orange Money merchant accounts, negotiable with monthly volume.
How to get 900 resellers to adopt the store
| Action | Period | Expected effect |
|---|---|---|
| Open to 100 pilot customers | Weeks 1 to 4 | Fix product sheets and prices |
| 2% discount on the first online order | Month 2 | 40% of active customers create an account |
| Order link shared in WhatsApp groups | Months 2 to 3 | The usual channel points to the store |
| Customer credit reserved for online orders | Months 3 to 4 | Large accounts switch over |
| Automatic follow-up of customers inactive for 30 days | Months 4 to 6 | 10 to 15% of dormant accounts reactivated |
Keep WhatsApp as the support channel: the reseller asks a question, the sales rep replies with a product link, and the order lands in the system already structured.
Mini case study
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Mrs Ndiaye runs a cosmetics and hair products wholesaler in Dakar with 4 sales reps and 900 customers. Each rep handles about 25 WhatsApp orders a day at 12 minutes each, so 5 hours of order entry daily. By moving 50% of orders to the store, the team recovers about 2.5 hours per rep per day, 30% of time freed for prospecting. If that time brings 20 new customers a month at a 350,000 FCFA average basket and an 18% margin, the monthly gain reaches about 1,260,000 FCFA. The 6,000,000 FCFA Complete project pays for itself in under 5 months.
FAQ
Is a NINEA mandatory to open a trade account?
It is the simplest rule to filter professionals, but many market resellers do not have one. Plan for manual approval by the sales rep, which takes 2 to 3 minutes per account.
Can customer credit and Wave payment work together?
Yes. The customer orders on credit, receives an invoice due in 15 or 30 days, then pays by Wave from a link. The system blocks new orders above the limit, for example 1,500,000 FCFA.
Does the store work on a 3G connection?
It has to be designed for it: pages under 1 MB, compressed images and an offline mode to browse the catalog. This is essential for customers in the regions.
How much does built-in delivery cost?
The tracking module costs 500,000 to 1,000,000 FCFA. Delivery rates are set by zone, for example 2,000 FCFA in Dakar, 5,000 FCFA in Thiès and free delivery above 500,000 FCFA.
Can we start small and add features later?
Yes, the 4,000,000 FCFA Essential level is built to grow. Customer credit and delivery tracking can be added in 3 to 4 weeks without rebuilding the store.
Let's scope your project. Share your customer count, price lists and delivery zones, and we will price a B2B store between 4 and 8 million FCFA delivered in 10 weeks. Detailed quote within 48 h. 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.
