The verdict in three sentences
Most stores don't lose sales for lack of traffic, but at the very last step — checkout. Ten classic errors — endless form, invisible mobile money, surprise fees, unexplained failures — add up to as much as 40 % of orders lost. Each one is fixable, and each fix is measured in money earned.
The 10 errors and their cost
Ranked by impact. An African checkout is judged on mobile, on 3G, with mobile money first.
| # | Error | Estimated cost | Fix |
|---|---|---|---|
| 1 | Too-long form (>6 fields) | -10 to 20 % | Cut to name, phone, address |
| 2 | Mobile money not visible | -8 to 15 % | MoMo first, clear logos |
| 3 | Surprise shipping fee at the end | -8 to 12 % | Show fees from the cart |
| 4 | Mandatory account | -10 to 30 % | Guest checkout by default |
| 5 | Promo code too prominent | -5 to 10 % | Discreet, collapsible field |
| 6 | No summary before payment | -3 to 7 % | Clear total + items |
| 7 | Vague failure message | -5 to 10 % | "Cart saved, try again" |
| 8 | No pay-on-delivery option | -4 to 8 % | Add cash/pay on receipt |
| 9 | Slow checkout (>4 s) | -7 to 12 % | Optimize, target <2.5 s on 3G |
| 10 | No confirmation/receipt | -2 to 5 % | SMS/WhatsApp + instant receipt |
The hidden promo code that scares buyers off
A prominent "Promo code" field pushes shoppers without a code to leave checkout to hunt for one — and never come back. In 2026, make it discreet and collapsible: those with a code find it, others aren't distracted.
| Promo-code treatment | Effect on conversion |
|---|---|
| Large field at the top | -5 to 10 % (leak to code hunting) |
| Discreet "I have a code" link | Neutral to +2 % |
| Pre-filled via campaign link | +3 to 6 % |
Become a Kolonell referral partner
Know merchants whose checkout is leaking sales? Refer them and earn a commission. The Kolonell referral program pays out on every signed project:
| Segment | Sale commission | Recurring |
|---|---|---|
| Showcase site | 15 % | +5 % |
| E-commerce | 12 % | — |
| Marketplace | 10 % | — |
| Institutional | 8 % | — |
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
A single e-commerce project at 2,000,000 FCFA earns you 240,000 FCFA. No cap on the number of referrals.
Mini case study
Moussa runs an appliance store in Dakar. On 500 checkouts/month, he loses 35 % to a 9-field form, surprise fees and a mandatory account. He switches to guest checkout, shows fees early and puts mobile money first: abandonment drops to 20 %. At 31,000 FCFA (approx. 47 EUR) AOV, the 75 recovered orders/month are worth 2,325,000 FCFA/month, nearly 28 million FCFA per year.
FAQ
Which error to fix first? The mandatory account and the too-long form: they are the costliest (up to -30 %) and the quickest to fix.
Is pay-on-delivery really useful? Yes, in areas where online trust is still low. It lifts conversion 4 to 8 %, provided you manage returns.
How many fields at most? Aim for 3 to 5: name, phone (mobile money), address. Every removed field cuts abandonment.
Does a slow site really cost sales? Yes. Past 3 seconds on 3G, each extra second loses 5 to 12 % of checkout conversion.
Do you need an automatic receipt? Yes. An instant SMS or WhatsApp confirmation reassures the customer and reduces after-sales queries.
Let's talk about your project. We audit your checkout and fix the 10 errors costing you sales. 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.