The verdict in three sentences
A brochure site presents your offer and captures leads; an e-commerce store takes payment online but costs 3 to 4 times more. In Accra in 2026, an online shop only becomes profitable above roughly 30 orders per month, once the 1.5 % payment fees are absorbed. Below that, a brochure site with WhatsApp ordering remains the rational choice.
Cost and delay comparison
Budget and timeline differ sharply by channel. Here are the 2026 orders of magnitude.
| Criterion | Brochure site | E-commerce |
|---|---|---|
| Entry price | 250,000 FCFA | 1,000,000 FCFA |
| Top-tier price | 1,200,000 FCFA | 4,000,000 FCFA |
| Delivery time | 10 days | 21 days |
| Online payment | no (WhatsApp) | Wave + Orange Money |
| Fee per transaction | 0 % | about 1.5 % |
| Stock management | no | yes |
| Maintenance/month | 50,000 FCFA | 100,000 FCFA |
The break-even point explained
The extra cost of an e-commerce store only pays off if volume follows. Let's compare net margin per channel on an average basket of 25,000 FCFA.
| Orders/month | Brochure margin (WhatsApp) | E-commerce margin (net 1.5 %) |
|---|---|---|
| 10 | 250,000 FCFA | 246,250 FCFA |
| 20 | 500,000 FCFA | 492,500 FCFA |
| 30 | 750,000 FCFA | 738,750 FCFA |
| 50 | 1,250,000 FCFA | 1,231,250 FCFA |
| 100 | 2,500,000 FCFA | 2,462,500 FCFA |
The e-commerce gain comes from buying comfort and 24/7 coverage, not fees: beyond 30 orders, the initial extra cost amortizes in a few months.
Mini case study
Ibrahim runs a cosmetics shop in Accra. He hesitates between a brochure site at 500,000 FCFA and an e-commerce store at 2,000,000 FCFA. He already sells 40 orders/month via WhatsApp, often at night. Moving to e-commerce, he captures the nocturnal buyers who used to drop off: +25 % volume, or 10 more orders, at 25,000 FCFA, so 250,000 FCFA/month in additional revenue. The 1.5M FCFA extra cost pays back in 6 months.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Become a Kolonell referral partner
Guiding a merchant to the right channel is already a service. As a Kolonell referral partner, you are paid on the signed project.
| Track | Sale commission | Recurring |
|---|---|---|
| Brochure | 15 % | 5 % |
| E-commerce | 12 % | 5 % |
| Marketplace | 10 % | per contract |
| Institutional | 8 % | per contract |
An e-commerce store signed at 2,000,000 FCFA earns you 12 %, or 240,000 FCFA, plus 5 % recurring on maintenance.
FAQ
Can I start with a brochure site then migrate? Yes, a Growth brochure at 500,000 FCFA can evolve into e-commerce. Budget an upgrade close to the price of a Starter e-commerce, minus the design already delivered.
Can a brochure site sell without e-commerce? Yes, via WhatsApp ordering and manual Wave payment. It is ideal below 30 orders/month, without the 1.5 % fees or stock management.
What do payment fees really cost? Count about 1.5 % per Wave or Orange Money transaction in 2026, that is 375 FCFA on a 25,000 FCFA basket.
Which channel is fastest to deliver? The brochure site, about 10 days, versus 21 days for e-commerce which needs a catalog, payment and testing.
Let's talk about your project. We calculate your break-even together before choosing. 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.
