The verdict in three sentences
A clear, visible returns policy lifts conversion by about 8 %, because it removes the fear of choosing wrong. But each return really costs 1,500 to 4,000 FCFA in reverse logistics, so an overly lax policy destroys margin in high-return categories like fashion (10-20 %). The right balance in 2026: a 7-to-14-day window, clear per-category rules, and a fast refund process that turns the return into a relationship of trust.
Return rates and rules by category
Not all categories are equal. Fashion is returned a lot (size, color), electronics rarely but expensively. Adapt the window and who pays to each category rather than one blanket rule.
| Category | Return rate (2026) | Recommended window | Who pays the return |
|---|---|---|---|
| Fashion & clothing | 10-20 % | 14 days | Customer if preference, you if defect |
| Footwear | 12-18 % | 14 days | Shared / free exchange |
| Electronics | 5-8 % | 7 days | You if defect, otherwise no return |
| Cosmetics (unopened) | 3-6 % | 7 days | Customer, strict hygiene |
| Food | 1-3 % | 24-48 h | You only if non-conforming |
| Crafts / custom | 2-5 % | No return except defect | You if defect |
The real cost of a return and how to limit it
A return is not just refunding the product: it is reverse logistics, quality control, repackaging and sometimes value loss on the product. Here is the breakdown and the levers to contain it.
| Cost item | Order of magnitude (2026) | Reduction lever |
|---|---|---|
| Collection / return logistics | 1,500-4,000 FCFA | Pickup points, batched returns |
| Inspection & repackaging | 500-1,500 FCFA | Standardized inspection checklist |
| Mobile money refund fee | ~1 % of amount | Automate via disbursement |
| Product value loss | 0-30 % | Resell as "second hand" / clearance |
| Support time per return | 10-30 min | Template approval email + FAQ |
To curb preference returns in fashion, the best defense is upstream: accurate product pages (size guide, real photos, material), which cut the return rate by several points before policy even enters the conversation.
Return-approval email template
Subject: Your return no. [ORD-2026-xxx] is approved
Hello [First name], we confirm the return approval for [product]. Please drop it at pickup point [address] within 7 days, in its original packaging. On receipt and inspection, your refund of [amount] FCFA will be sent to your Mobile Money number [xxxx] within 72 h. Any questions? Reply to this message.
This standardized template saves 10 to 20 minutes per case and frames expectations (delay, location, product condition).
Mini case study
Grace, who runs an online fashion store in Johannesburg, makes 200 sales/month, average basket 22,000 FCFA (~33 EUR), fashion return rate 16 %. That is 32 returns/month. Average cost per return: 2,800 FCFA (logistics + inspection + fees). Monthly return cost: 32 × 2,800 = 89,600 FCFA.
She improves her product pages (size guide, real photos) and introduces a clear 14-day window with a template approval email. The return rate falls to 11 %, i.e. 22 returns. New cost: 22 × 2,800 = 61,600 FCFA. But above all, the clear policy raises her conversion by about 8 %, i.e. ~16 extra sales/month × 22,000 = +352,000 FCFA in revenue, with a 28,000 FCFA return saving as a bonus.
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| Division | Sale commission | Recurring |
|---|---|---|
| Showcase site | 15 % | + 5 % recurring |
| E-commerce | 12 % | — |
| Marketplace | 10 % | — |
| Institutional | 8 % | — |
FAQ
Does a clear returns policy really sell more?
Yes: displaying a clear, visible policy lifts conversion by about 8 %, because it removes the fear of choosing wrong when buying online.
How much does a return really cost in 2026?
Between 1,500 and 4,000 FCFA in reverse logistics, plus inspection (500-1,500 FCFA) and ~1 % mobile money refund fees. A mishandled return can wipe out the sale's margin.
What return window should I choose?
Between 7 and 14 days by category: 14 days for fashion and footwear, 7 days for electronics and cosmetics, 24-48 h for food.
Who should pay the return shipping?
The customer for simple preference, you for a defect or error. In fashion, a free exchange limits abandonment while controlling cost.
How do I reduce my fashion return rate?
Before the policy, perfect the product page: size guide, real photos, material description. That cuts preference returns by several points, from 16 % to ~11 % in our cases.
Let's talk about your project. We set up your returns policy, reverse logistics and automated mobile money refunds. 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.
