The verdict in three sentences
Delivery is the most expensive and most fragile part of local e-commerce: high fees, unfindable addresses, returned parcels. Click & collect — order online, pick up in store — removes those costs for every customer within your catchment area. Bonus: pickup brings the customer into the store, where the basket rises 15 % on average.
Delivery vs in-store pickup
| Criterion | Home delivery | Click & collect |
|---|---|---|
| Logistics cost | ~2,000 FCFA/order | 0 |
| Failure rate | ~15 % | ~2 % |
| Lead time | Variable, often next day | 2 h after order |
| Average basket | Baseline | +15 % (in-store buys) |
| Area covered | Wide but costly | ~5 km radius |
| Customer contact | None | Upsell possible |
The failure rate is the hidden cost: a failed delivery means transport paid twice plus the risk of losing the sale. Pickup removes that risk almost entirely.
The economics of click & collect
Across 100 orders/month, the gap is clear.
| Item (100 orders) | All delivery | 60 % pickup / 40 % delivery |
|---|---|---|
| Delivery cost | 200,000 FCFA | 80,000 FCFA |
| Cost of failures (15 %) | ~30,000 FCFA | ~12,000 FCFA |
| Pickup basket uplift | 0 | +15 % on 60 orders |
| Slots to manage | Complex | Simple (2 h) |
By shifting 60 % of orders to pickup, this merchant saves 120,000 FCFA in delivery and 18,000 FCFA in failures, while gaining on the pickup basket.
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Mini case study
Koffi runs an electronics shop in Nairobi: 100 orders/month, all delivered, cost 200,000 FCFA, including 15 failures. He turns on click & collect with 2-hour slots. 60 customers choose pickup: delivery drops to 80,000 FCFA, failures near zero, and those 60 spend 15 % more in store (basket 25,000 → 28,750 FCFA), i.e. +225,000 FCFA in revenue. Activation cost: built into the build.
FAQ
What catchment area should I target? A radius of about 5 km around the store in 2026: beyond that, customers often prefer delivery. Show the store and its hours clearly.
How do I manage pickup slots? Offer 2-hour slots. The customer orders, pays online, gets a "ready for pickup" notification, and collects — no queue.
Does pickup really raise the basket? Yes, by about 15 %: once in store, the customer often adds an accessory or complementary product. It's a free add-on sale.
Do I need separate stock for pickup? No, the same stock serves. The store simply reserves the ordered item and prepares it before the customer arrives.
Let's talk about your project. We add click & collect with slots and notifications to 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.
