The verdict in three sentences
In Saint-Louis, selling only on WhatsApp ends up costing sales: too many messages just to give a price, no catalogue visible on Google, and customers in Dakar or the diaspora who want to order at 11 pm. In 2026 an online store costs 10,000 to 25,000 FCFA a month in subscription (about 15 to 38 EUR), and delivery to Dakar runs 2,000 to 3,500 FCFA per parcel. With an average basket of 15,000 to 30,000 FCFA, a 20-hour course at 75,000 FCFA pays for itself within a few dozen orders.
The real 12-month budget of an online store
2026 orders of magnitude for a small Saint-Louis store (crafts, fashion, cosmetics, local food products). These are estimates, not official rates.
| Item | Monthly cost | 12-month cost | Note |
|---|---|---|---|
| Platform subscription (Shopify, Wix) | 10,000 - 25,000 FCFA | 120,000 - 300,000 FCFA | WooCommerce: hosting 3,000 - 10,000 FCFA a month |
| .com or .sn domain name | About 1,000 - 2,500 FCFA | 12,000 - 30,000 FCFA | Paid once a year |
| Mobile money payment fees | About 1 % per transaction | Depends on revenue | Cash on delivery has no fee but a refusal risk |
| Local delivery in Saint-Louis | 1,000 - 1,500 FCFA per parcel | Depends on volume | Often charged to the customer |
| Delivery Saint-Louis to Dakar | 2,000 - 3,500 FCFA per parcel | Depends on volume | Intercity transport then courier |
| Smartphone product photos | 0 - 5,000 FCFA (backdrop, light) | One-off | Done in module 3 |
| Starter Meta or Google ads | 30,000 - 60,000 FCFA | Optional | Launch once the store is tested |
For a self-run store, the fixed budget is around 150,000 to 350,000 FCFA in the first year (about 230 to 535 EUR), ads included but stock excluded. A well-run small store commonly reaches 20 to 60 orders a month after 3 to 6 months, i.e. 400,000 to 2,000,000 FCFA in revenue depending on the basket, with no guarantee.
Training or outsourcing: comparing the options
| Option | 2026 cost | Length | What you get | Limits |
|---|---|---|---|---|
| YouTube tutorials | 0 FCFA (plus mobile data) | Variable | Shopify or WooCommerce menus | Nothing on Wave, Orange Money or delivery in Senegal |
| Having a freelancer build the store | 150,000 - 400,000 FCFA, then 30,000 - 75,000 FCFA a month | 2 to 4 weeks | A delivered store | You depend on them for every new product |
| In-person e-commerce workshop in Dakar | 50,000 - 150,000 FCFA, plus travel from Saint-Louis | 1 to 2 days | The basics | Little practice, no follow-up on first orders |
| Kolonell, Online Store | 75,000 FCFA (115 EUR, about 125 USD) | 20 h, 6 modules | Open store with 20 products, tested payment and delivery | Takes time to fill the catalogue |
The course Online Store: build it, stock it and run it, taught in French, is level 3 Intermediate of the E-commerce and online selling track. It includes 96 corrected exercises, a workshop, a PDF handout and a quiz per module, and 2 graded projects: the pre-launch store with 20 products, then the open store with its first orders. Legal pages are written in line with Senegal's personal data law 2008-12. The full 5-level track costs 350,000 FCFA instead of 450,000.
What the 6 modules cover
| Module | What you actually do |
|---|---|
| Choosing a platform and budget | Compare Shopify, WooCommerce, Wix and custom builds over 12 months |
| Building the store | Structure, mobile-friendly theme, key pages and legal pages |
| Filling the catalogue | Product pages, variants, photos, import of at least 20 products |
| Connecting payment and delivery | Mobile money, cash on delivery, Saint-Louis, Dakar and regional zones |
| Bringing in buyers | Google Merchant Center, Meta catalogue, first campaigns |
| Running the store | Weekly routine and a 4-week dashboard |
Mini case study
Ndeye, 34, makes wax print bags and jewellery in Saint-Louis and sells about 15 pieces a month on WhatsApp, with an average basket of 20,000 FCFA. She pays 75,000 FCFA for the course with Wave, opens her store on a platform at 15,000 FCFA a month and publishes 25 products.
Learn this skill with Kolonell Academy
Short, practical online courses (taught in French), graded exercises, certificate. Pay with Wave or Orange Money.
By month four, in a cautious scenario, she gets 15 extra orders from Dakar and the diaspora via Google and Instagram. At an 8,000 FCFA margin per order, that is 120,000 FCFA of extra margin a month, minus 15,000 FCFA of subscription, i.e. 105,000 FCFA net. At that pace the course is paid back in under a month. This calculation is an estimate: sales depend on the product, the photos and consistency.
FAQ
Shopify or WooCommerce to start in Saint-Louis?
Shopify is simpler, around 20,000 to 25,000 FCFA a month depending on the plan. WooCommerce is cheaper to run, 3,000 to 10,000 FCFA of hosting, but needs more setup; module 1 helps you choose over 12 months.
Can my store accept Wave and Orange Money?
Yes, through mobile-money-compatible payment gateways, with fees of around 1 to 3 % per transaction. Module 4 also shows how to handle cash on delivery without piling up refusals.
How do I deliver from Saint-Louis to Dakar?
The common solution combines intercity transport and a courier on arrival, for 2,000 to 3,500 FCFA per parcel. Many stores pass this cost on or offer free delivery above 30,000 FCFA.
Do I need to know how to code?
No, the course is entirely no-code. You mainly need a smartphone for photos and a computer to publish the 20 products.
How long until the store is open?
The course lasts 20 hours. At 5 hours a week, the store can be open within 4 to 5 weeks.
Take the next step. Enroll in Online Store: build it, stock it and run it: 20 hours, 2 graded projects, 75,000 FCFA (115 EUR), verifiable Kolonell certificate. Pay with Wave or Orange Money. Questions? 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.
