The verdict in three sentences
A flat delivery fee is a double mistake: you lose money on far zones and you scare off nearby buyers who overpay for 2 km. The fix is a zone-based split with weight/size tiers and a free-delivery threshold. Well calibrated, that threshold lifts average order value by 10 to 20%, and "same-day delivery" is priced at roughly +50%.
Why the flat fee loses money
A flat GHS 30 fee punishes the customer 2 km away and subsidizes the one 15 km out. You lose on both ends: lower conversion near the warehouse, negative margin far away. Zone splitting fixes both.
| Zone (Accra) | Distance from hub | Suggested 2026 fee | Delivery margin |
|---|---|---|---|
| Zone 1 (central, near) | 0 - 4 km | GHS 15 - 25 | Positive |
| Zone 2 (near suburbs) | 4 - 10 km | GHS 25 - 40 | Positive |
| Zone 3 (far suburbs) | 10 - 20 km | GHS 40 - 60 | Neutral |
| Zone 4 (out of town) | > 20 km | Quote / pickup point | Break-even |
| Same-day (any zone) | - | + 50% of zone fee | Premium |
The near customer pays less and orders more often; the far customer pays the real cost. Your delivery margin stops being a lottery.
Weight and size tiers
A 500 g parcel and a 15 kg box don't cost the same to deliver. Add simple tiers on top of the zones.
| Tier | Weight / volume | Surcharge on zone fee |
|---|---|---|
| Standard | < 2 kg | Included |
| Medium | 2 - 5 kg | + GHS 10 |
| Heavy | 5 - 15 kg | + GHS 20 to 30 |
| Bulky | > 15 kg or oversized | + GHS 40 or quote |
| Fragile / insured | Any category | + 3 to 5% of value |
Three tiers cover most shops: beyond that, complexity puts customers off at checkout.
The free-delivery threshold
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This is the most powerful psychological lever in e-commerce. Set it slightly above your current average order value: the customer adds an item to hit free shipping. A well-placed threshold lifts average order value by 10 to 20% while making "free" only the near zone, whose cost is low.
Mini case study
Ama runs an online deli in Accra, average order GHS 160, flat fee GHS 30. Her Zone 1 customers often abandon (delivery too pricey for them) and her Zone 3 deliveries actually cost her GHS 50, a GHS 20 loss per far order. She switches to a zone model (Zone 1: GHS 15, Zone 3: GHS 50) with a free-delivery threshold at GHS 240. Estimated result: average order at GHS 190 (+19%), higher Zone 1 conversion, and no more losses on far deliveries. Across 400 orders/month, the margin gain exceeds GHS 10,000 per month.
FAQ
How many zones should I create? Three to four is enough for a city like Accra: central, near suburbs, far suburbs, and out-of-town via pickup point. Too many zones confuse the customer at checkout.
Where should I set the free-delivery threshold? Slightly above your current average order, typically +30 to 50%. If your average order is GHS 160, a threshold at GHS 220-240 drives add-on purchases without breaking margin.
How should I price same-day delivery? Budget roughly +50% of the relevant zone fee. It ties up a rider urgently and breaks zone batching, so the surcharge must be passed on.
Should I charge by weight? Yes, with 3 simple tiers: under 2 kg included, 2-5 kg + GHS 10, 5-15 kg + GHS 20 to 30. This stops you losing money on heavy parcels.
How do I handle out-of-town customers? Offer a pickup point or quote-based delivery rather than a fixed fee. The real cost varies too much to absorb into a standard grid.
Let's talk about your project. We configure your zones, weight tiers and free-delivery threshold directly in your online 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.
