The verdict in three sentences
A clear return policy reassures buyers and wins 10-15% conversion — no policy scares off the wary shopper. But each return costs 2,000 to 5,000 FCFA in reverse logistics, so you protect margin by pushing store credit or exchange over a cash refund. A 7 to 14 day window is enough: beyond that, you invite opportunistic returns.
Three policies, three trade-offs
A return is a bet: the more you reassure, the more you sell, but the more you expose your margin. The right policy depends on your category and average basket. Here are the 2026 orders of magnitude.
| Policy | Conversion impact | Cost to you | Observed return rate |
|---|---|---|---|
| No returns | Baseline (often -15%) | 0 FCFA | Very low but bad reviews |
| Buyer-paid return | +5 to +8% | Shared | 5-10% |
| Conditional free return | +10 to +15% | 2,000-5,000 FCFA/parcel | 8-20% (fashion) |
| Exchange only | +8 to +12% | 2,000-4,000 FCFA | 6-12% |
"Conditional free return" (product defect, wrong size flagged within 48h) maximises conversion while filtering out abuse.
Credit, exchange or refund: the margin trade-off
Not all returns are equal for cash flow. A mobile money refund carries fees and drains cash; store credit keeps the customer in your shop. Here is the 2026 comparison.
| Compensation type | Cash cost | Mobile money fee | Customer retention |
|---|---|---|---|
| Full refund | High | 1-2% of amount | Low |
| Store credit/voucher | None (deferred) | 0 FCFA | High |
| Product exchange | Low | 0 FCFA | Very high |
| Partial refund | Medium | 1-2% | Medium |
A shop offering a bonus credit (+10% value) turns a forced refund into a future sale while saving refund fees.
Mini case study
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Wanjiru sells apparel in Nairobi: 300 orders/month, average basket 28,000 FCFA, 15% return rate or 45 returns. On full refunds, she loses 45 × 3,500 FCFA of reverse logistics + mobile money fees (~1.5%) = 190,000 FCFA/month. Switching 70% of returns to bonus store credit, she avoids refund fees and converts 20 credits into new sales, recovering around 130,000 FCFA/month of net margin.
FAQ
What is a normal fashion return rate? Between 8 and 20% in 2026, mostly due to sizing. Precise product pages (size guide, in-use shots) cut this rate at the source.
Is free return worth the cost? Often yes: +10 to 15% conversion for 2,000-5,000 FCFA per returned parcel. On a high basket, the extra sales outweigh the return cost.
Store credit or refund, which to choose? Push credit or exchange: they avoid 1-2% mobile money fees and keep the customer. Reserve refunds for proven product defects.
What return window should I set? 7 to 14 days. Shorter looks distrustful, longer invites opportunistic returns after use.
How do I limit abuse? Make free returns conditional (unworn item, tag intact, flagged within 48h) and track repeat returners. This filters without penalising honest buyers.
Become a Kolonell referral partner
Many e-merchants lose margin for lack of a proper return process. Refer them: our referral programme pays 15% + 5% recurring on a showcase site, 12% on e-commerce, 10% on a marketplace, 8% on institutional. A 2,000,000 FCFA store means 240,000 FCFA for you.
Let's talk about your project. We set up a return policy and reverse-logistics flow that protect your 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.
