The verdict in three sentences
In Ouagadougou, many online shops show flattering revenue and an empty bank account at month end. The cause almost always lies in three poorly tracked items: acquisition cost per order, returns at delivery and team payroll. A management-level course turns those numbers into a dashboard, then into pricing, advertising and hiring decisions.
Where the money of an order goes in Ouagadougou in 2026
Take a typical 15,000 FCFA order delivered in town. Here is the breakdown, a 2026 order of magnitude for a shop selling on Facebook, TikTok and WhatsApp.
| Item | 2026 range | On a 15,000 FCFA order (about EUR 23) |
|---|---|---|
| Cost of goods | 40 to 55% | 7,000 FCFA |
| Acquisition cost (ads) | 1,500 to 5,000 FCFA (EUR 2.3 to 7.6) | 3,000 FCFA |
| Delivery in town | 1,000 to 2,000 FCFA | 1,500 FCFA |
| Mobile money fees | 1 to 2% | 200 FCFA |
| Packaging and picking | 300 to 800 FCFA | 500 FCFA |
| Cost of returns (10 to 25% of parcels) | Lost delivery + tied-up stock | 600 FCFA |
| Remaining net margin | Target: 15 to 25% | 2,200 FCFA, i.e. 14.7% |
If the return rate climbs from 10 to 25%, net margin drops below 8%. With an acquisition cost of 5,000 FCFA, it becomes almost zero. This order-by-order unit economics calculation is the first thing the course puts in place.
The levers taught and their measured effect
The Running an e-commerce business: margins, acquisition and team course, taught in French, is level 5 of the track, at advanced level, for 200,000 FCFA (EUR 305) and 48 hours of content. It is designed for people who already sell regularly.
| Lever | Starting point | Realistic 2026 target | Effect on 300 orders/month |
|---|---|---|---|
| Acquisition cost | 4,000 FCFA | 2,500 FCFA | + 450,000 FCFA (EUR 686) |
| Return rate | 22% | 12% | + 150,000 to 250,000 FCFA |
| Average basket | 15,000 FCFA | 18,000 FCFA (bundles, cross-selling) | + 200,000 FCFA gross margin |
| Phone confirmation before shipping | None | Systematic | Cuts refusals by 1.5 to 2x |
| Promotions | 20% off everything | Targeted discounts on slow stock | Margin protected |
| Team organisation | The owner does everything | 1 picker at 60,000-100,000 FCFA | 40 to 60 hours freed per month |
You also learn to read your cash position 90 days ahead, cap ad spend per product and write a 12-month growth plan in three scenarios, useful in front of a banker or partner.
Comparing training options
| Option | 2026 cost | Duration | What is missing |
|---|---|---|---|
| Free videos on Facebook ads | 0 FCFA | Variable | Nothing on margins or returns |
| Local private coaching | 150,000 to 400,000 FCFA (EUR 229 to 610) | A few sessions | Method rarely written down |
| Business school management programme | 500,000 FCFA and up (EUR 762+) | Several months | Little focus on African e-commerce |
| Kolonell Academy, level 5 | 200,000 FCFA (EUR 305) | 48 h | Requires your real sales figures |
| Full track (5 levels) | 350,000 FCFA instead of 450,000 (EUR 534 instead of 686) | From launch to management | Useful if you revisit the basics |
The E-commerce and online selling track brings the five levels together, from first sale to management.
Mini case study
Learn this skill with Kolonell Academy
Short, practical online courses (taught in French), graded exercises, certificate. Pay with Wave or Orange Money.
Issa, 31, runs a cosmetics and accessories shop in Ouagadougou. He turns over 3,000,000 FCFA a month, i.e. 200 orders at 15,000 FCFA, but ends each month with less than 150,000 FCFA. His acquisition cost is 4,500 FCFA and his return rate 24%.
Applying the method, he brings acquisition down to 3,000 FCFA, saving 300,000 FCFA a month, and the return rate to 14% through pre-shipping confirmation, about 60,000 FCFA less in lost deliveries. He hires a picker at 80,000 FCFA. Estimated net gain: about 280,000 FCFA (EUR 427) a month, a 2026 order of magnitude. The 200,000 FCFA course fee pays for itself in three to four weeks.
FAQ
Is this level suitable for a shop that is just starting?
No. It targets shops already selling at least 1,000,000 FCFA a month. Below that, level 2 of the track, at 50,000 FCFA, is a better fit.
What return rate is acceptable in Ouagadougou?
With cash on delivery, 10 to 15% remains manageable in 2026. Above 20%, net margin becomes fragile and you need to confirm every order or ask for a deposit via Orange Money or Moov Money.
How much should I spend on ads per order?
A simple rule is to cap acquisition cost at 15 to 20% of the average basket. For a 15,000 FCFA basket, that means 2,250 to 3,000 FCFA per order.
When should I hire my first employee?
When picking and follow-up exceed 3 hours a day, around 8 to 10 orders daily. A picker costs 60,000 to 100,000 FCFA a month in Ouagadougou.
Can I take the course from Burkina Faso?
Yes, it is fully online and works on a computer or smartphone. Payment is by Wave or Orange Money.
Take the next step. Enroll in Running an e-commerce business: margins, acquisition and team: 48 hours, 200,000 FCFA (EUR 305), Kolonell Academy certificate included, taught in French. 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.
