The verdict in three sentences
Click and collect removes delivery cost while bringing the customer back into the store, where they buy more. With prepaid mobile money (MoMo) and a "order ready" WhatsApp notification, pickup takes under two minutes at the counter. The result: an average basket lifted by 10-15 % from in-store add-on sales.
Why in-store pickup is an underrated lever
Where delivery is expensive and addresses are imprecise, in-store pickup solves two problems at once. The customer orders online, pays in advance or on-site, and collects at a chosen slot. You save on logistics, secure payment, and above all recreate the store visit.
The ideal flow: online order, preparation in under 2 hours, automatic WhatsApp notification, counter pickup with a code. Prepaid MoMo (MTN MoMo, Telecel, AirtelTigo) firms up the order and removes no-shows.
| Criterion | Click & collect | Home delivery |
|---|---|---|
| Logistics cost | GHS 0 | GHS 20-40 |
| Time to availability | < 2 hours | 24-72 hours |
| No-show rate | 3-5 % | 8-12 % (pay on delivery) |
| Add-on sales | +10 to +15 % | ~0 % |
| Wrong-address risk | None | Frequent |
| Payment | Prepaid or counter | Prepaid or on delivery |
*2026 order of magnitude, Accra and Kumasi retailers.*
Turning every pickup into a sales opportunity
The secret of click and collect isn't only saved delivery, it's the upsell. A customer collecting an order walks past your shelves. Place new arrivals and promotions near the pickup counter, and train staff to suggest a complementary product.
| Store type | Average pickup basket | Observed upsell | Final basket |
|---|---|---|---|
| Grocery / minimart | GHS 200 | +14 % | GHS 228 |
| Fashion & accessories | GHS 420 | +12 % | GHS 470 |
| Cosmetics / beauty | GHS 300 | +15 % | GHS 345 |
| Electronics accessories | GHS 500 | +10 % | GHS 550 |
| Bookshop / stationery | GHS 130 | +13 % | GHS 147 |
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*2026 estimate. Upsell depends heavily on pickup-counter layout.*
Mini case study
Kwame runs a minimart in Kumasi. He turns on click and collect: 40 orders/day, average basket GHS 200. With no delivery, he saves about GHS 30 in logistics per order, or GHS 1,200/day. Of the 40 pickups, 28 buy an extra product at the counter (+14 % on average), adding ~GHS 780 in daily revenue. Prepaid MoMo removes no-shows: of 40 orders, only 2 go uncollected the same day, versus 5 before with pay-on-delivery. The "ready" WhatsApp notification halves his call-handling time.
FAQ
Should the customer pay in advance for click and collect? Ideally yes, via prepaid MoMo, to remove no-shows. You can also offer counter payment, but prepayment firms up preparation and frees your stock faster.
How long to prepare an order? Aim for under 2 hours. Below that threshold the customer can come the same day, maximising conversion and the in-store upsell effect.
How do I tell the customer their order is ready? An automatic WhatsApp notification with a pickup code is the most effective method in Ghana. WhatsApp read rates exceed 90 %, far above email.
Does click and collect work across several stores? Yes, provided you have per-store synced inventory. The customer picks a pickup shop and only sees products actually available there.
What real gain on average basket? Expect 10-15 % of in-store add-on sales at pickup. That is the true economic advantage of the model, beyond the delivery saving.
Let's talk about your project. We set up your click and collect with prepaid mobile money, tracked preparation and automatic WhatsApp notification. 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.
