The verdict in three sentences
A single flat delivery fee is the worst choice: it loses money in the periphery and overcharges the centre, scaring off nearby orders. The right 2026 approach is a 4-zone grid calibrated on real distance and each district's failure rate. Tuned well, it protects margin and lifts the average basket by 27 % through a smart free-delivery threshold.
The 4-zone grid
Split the city into concentric zones by distance and access difficulty. The fee follows the real cost of the run, not a misleading average.
| Zone | Indicative radius | 2026 customer fee | Real run cost | Failure rate |
|---|---|---|---|---|
| Centre | 0-4 km | 1,000 FCFA | 850 FCFA | 9 % |
| Intermediate | 4-9 km | 1,800 FCFA | 1,500 FCFA | 13 % |
| Periphery | 9-16 km | 2,800 FCFA | 2,600 FCFA | 21 % |
| Out of town | > 16 km | 4,500 FCFA | 4,100 FCFA | 24 % |
The periphery concentrates failure (21 %): its fee must absorb wasted runs, otherwise every distant order destroys the margin of nearby ones.
The free-shipping threshold, a conversion weapon
Shipping fees are the top abandonment cause. In 2026, cart abandonment jumps 19 % once fees exceed 12 % of the basket. The lever: free delivery above a threshold that nudges the customer to add an item.
| Mechanic | 2026 effect | Margin impact |
|---|---|---|
| Free above 30,000 FCFA | Average basket +27 % | Absorbed by volume |
| Fees > 12 % of basket | Abandonment +19 % | Avoid |
| Single flat fee | Negative periphery margin | Trap |
| Fees shown on product page | Checkout abandonment -11 % | Neutral |
| Customer-chosen slot | Failure -6 pts | Positive |
Set the free-delivery threshold above your average basket (here 30,000 FCFA for a ~23,000 average): the customer adds an item to reach it, and you recover the margin on the extra product.
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Mini case study
Wilfried sells appliances, average basket 23,000 FCFA. With a flat 1,500 FCFA fee, each peripheral order (real cost 2,600) cost him 1,100 FCFA out of pocket. Switching to the 4-zone grid, he charges 2,800 FCFA in the periphery and stops losing on those runs. Meanwhile, free delivery above 30,000 FCFA pushes 4 orders in 10 past the threshold: his average basket climbs to ~29,200 FCFA, up 27 %.
FAQ
Why is a single flat delivery fee a bad idea? Because it loses money in the periphery (where the run really costs 2,600 FCFA) and discourages nearby orders by overcharging them. A zone grid aligns price with each district's real cost.
At what level do fees drive customers away? Once fees exceed 12 % of the basket, abandonment climbs about 19 %. On a small basket, a free-delivery threshold or a low centre fee beats a deterrent flat rate.
Where to set the free-delivery threshold? Just above your average basket: here 30,000 FCFA for a 23,000 basket. Customers add an item to reach it, lifting the average basket 27 % and absorbing the cost of free delivery.
How to handle the periphery at 21 % failure? Charge it at real cost (2,800 FCFA) and require a confirmed slot before departure. This stops the periphery's failed runs from eating the centre's margin.
Should fees appear on the product page? Yes: showing fees early cuts checkout abandonment by about 11 %. A nasty surprise at the last step is a leading abandonment cause.
Let's talk about your project. We build your store with a zone-based delivery grid and a free-shipping threshold calibrated on your real margin. 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.
