The verdict in three sentences
The single flat delivery fee is the default choice, but it's a trap: you lose money on every distant parcel and drive away nearby customers who overpay. Zone-based pricing tracks real cost and protects margin; the free-shipping threshold is the secret weapon that lifts average basket by 15 to 25 %. The right model isn't the simplest one — it's the one that aligns customer price with real logistics cost.
The three models, no jargon
Flat rate charges the same everywhere (e.g. 2,500 FCFA). Easy to grasp, but unfair: the customer 2 km away subsidises the one 20 km away. Zone pricing splits the city into rings (inner-city, outskirts, far suburb) with rising prices. Weight/volume pricing adds parcel size — useful for appliances or bulk groceries, pointless for jewellery.
The winning model is often hybrid: zone-based for the core, plus a weight surcharge above a threshold, plus free shipping above a basket amount.
2026 pricing model comparison
2026 order of magnitude across major West African cities (Dakar, Abidjan, Lagos). Real costs vary by provider and fuel.
| Model | Typical customer price | Real delivery cost | Margin / risk | Conversion effect |
|---|---|---|---|---|
| Single flat rate | 2,000-3,000 FCFA | 1,000-5,000 FCFA | Loss on distant orders | Deters nearby customers |
| Zone-based | 1,500 (inner) to 5,000 (outskirts) | 1,200-4,500 FCFA | Margin protected | Perceived as fair |
| Weight/volume | Base + size surcharge | Tracks transport cost | Margin protected on bulky | Complex to display |
| Free above threshold | 0 above X FCFA | Absorbed in margin | Average basket +15-25 % | Highly incentivising |
The second table shows the free-shipping threshold's effect on average basket and margin.
| Scenario | Average basket | Delivery fee charged | Basket after threshold | Net margin effect |
|---|---|---|---|---|
| No free-shipping threshold | 25,000 FCFA | 2,500 FCFA | 25,000 FCFA | Baseline |
| Free above 30,000 FCFA | 25,000 FCFA | 0 if reached | ~30,000 FCFA (+20 %) | +margin despite absorbed fees |
| Free above 50,000 FCFA | 40,000 FCFA | 0 if reached | ~52,000 FCFA (+30 %) | Noticeable +net margin |
| Surprise fee at checkout | 25,000 FCFA | +2,500 late | Abandonment +30 % | -revenue (cart drop) |
The real conversion killer: surprise fees
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
The model matters less than when you show the fees. A customer who discovers 2,500 FCFA of shipping at the last step abandons in 30 to 40 % of cases. Show fees early (on the product page or right in the cart), offer a per-neighbourhood estimator, and frame the free-shipping threshold as a goal ("Just 5,000 FCFA more for free delivery").
Mini case study
Ama runs a fashion store in Accra, 300 orders/month, average basket 25,000 FCFA. On a 2,500 FCFA flat rate she lost on outskirt deliveries (real cost up to 4,500 FCFA): ~40 distant parcels/month at -2,000 FCFA = -80,000 FCFA/month of margin eroded. She moves to zone pricing (1,500 inner, 4,000 outskirts) plus free shipping above 30,000 FCFA. Result: average basket at 30,000 FCFA (+20 %), delivery margin back in the black, and monthly revenue climbing by 300 x 5,000 = 1,500,000 FCFA thanks to the bigger basket. Logistics is no longer a loss centre.
FAQ
Which model should I pick starting out? Begin with a 2 or 3-tier zone rate: it's fair, readable and protects your margin on distant deliveries. Add a free-shipping threshold once you know your average basket.
Where should I set the free-shipping threshold? Around 1.2 to 1.5 times your current average basket. Too low and you give shipping away to everyone; too high and nobody reaches it. The goal is to nudge the customer to add an item.
Should I charge by weight? Only if your products vary widely in size (appliances, groceries, furniture). For fashion or accessories, weight complicates display without real gain.
How do I cut fee-related abandonment? Show shipping as early as possible and never as a surprise on the final screen. A per-neighbourhood estimator on the product page cuts abandonment by several points.
Own riders or a provider? Below ~20-30 deliveries/day, a provider is often more profitable and flexible. Above that, an in-house fleet on dense zones can lower unit cost — decide based on your volume.
Let's talk about your project. We configure your delivery grid (zones, weight, free-shipping threshold) and anti-abandonment display in 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.
