The verdict in three sentences
A good delivery rate card covers your real cost without scaring buyers at checkout: the key is three simple zones and a readable price. In 2026, the grid that works: FCFA 1,500 in-city, 3,000 peri-urban, 5,000 regional. Add a free-shipping threshold at FCFA 25,000 and you lift average order value by 16%.
Building the zone grid
Two models exist: by distance or by weight. For a general store, distance-zone is the most readable and the easiest to automate at checkout via the GPS pin.
| Zone (2026 order of magnitude) | Radius | Fee FCFA | GHS/KES equivalent |
|---|---|---|---|
| In-city | 0 to 8 km | 1,500 | ~18 GHS / ~200 KES |
| Peri-urban | 8 to 25 km | 3,000 | ~36 GHS / ~400 KES |
| Regional | 25 to 100 km | 5,000 | ~60 GHS / ~670 KES |
| Out of region | > 100 km | On quote | On quote |
The rule: the fee must cover the rider's cost (fuel + time) plus a safety margin for failures. In-city, FCFA 1,500 covers an 8 km-radius run with a controlled failure rate.
The free-shipping threshold as a basket lever
Free shipping is never free: it is funded by a bigger basket. Setting the threshold just above your average order value pushes buyers to add an item.
| Metric (2026 order of magnitude) | No threshold | Free at FCFA 25,000 |
|---|---|---|
| Average order value (AOV) | FCFA 18,000 | FCFA 20,900 |
| AOV increase | — | +16% |
| Share of orders at threshold | — | 8% |
| Delivery fees collected | FCFA 1,500/order | FCFA 1,500 except 8% |
| Margin on added item | — | Covers the free shipping |
Only 8% of orders reach the threshold and get free shipping: their added margin comfortably funds the free delivery.
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Mini case study
Awa runs a home-decor store in Dakar, average basket FCFA 18,000, 400 orders/month. She uses a flat FCFA 1,500 fee with no threshold. She introduces the zone grid and a free-shipping threshold at FCFA 25,000. Result: her AOV rises to FCFA 20,900 (+16%), or FCFA 1.16 million extra revenue/month. On the 8% of orders (32) that trigger free shipping, she gives away 32 x 1,500 = FCFA 48,000 of delivery, easily covered by the margin of the added items. Clearly a winning move.
FAQ
Distance or weight: which model? Distance-zone is clearer for the buyer and simpler to automate. Weight makes sense mainly for bulky or heavy goods (appliances).
Where to set the free-shipping threshold? About 30 to 40% above your average basket. Too low and you give shipping to everyone; too high and no one reaches it.
Should fees show early in the funnel? Yes. Surprise fees at the last step are the top cause of cart abandonment. Show them from the product or cart page.
How to handle unpredictable peri-urban zones? The GPS pin lets you compute the zone automatically. When in doubt, add an "on quote" zone beyond 100 km.
Does the free threshold cut margin? No, if well calibrated: only ~8% of orders benefit, and the item added to reach it carries its own margin.
Let's talk about your project. We automate your zone rate card via GPS pin and free-shipping threshold. 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.
