The verdict in three sentences
Express meets real demand, but if it is underpriced it destroys your margin instead of strengthening it. In Accra in 2026, a 2h express at 3,000-4,500 FCFA for a real cost of 2,600 FCFA leaves 900 FCFA margin and wins 22 % of rushed buyers. The right move is not express OR standard, but offering both: +9 % average basket and +7 % conversion.
Standard only vs dual express/standard offer
A single offer leaves money on the table both ways: it misses the rushed and the price hunters. The dual offer segments naturally.
| Criterion | Standard only | Dual express + standard offer |
|---|---|---|
| Conversion | Baseline | +7 % |
| Average basket | Baseline | +9 % |
| Rushed buyers captured | 0 % | ~22 % |
| Express margin / order | -- | ~900 FCFA |
| Operational complexity | Low | Medium (2 flows) |
| Satisfaction | Medium | High (choice) |
The dual offer acts as an anchor: seeing express at 4,000 FCFA makes standard at 1,200 FCFA more attractive, while capturing those who pay for speed.
Pricing grid by time slot
Pricing each slot by its real cost and perceived value avoids selling at a loss. Here is an indicative 2026 grid.
| Slot | Lead time | Customer price | Real cost | Margin | Share of orders |
|---|---|---|---|---|---|
| 2h express | < 2h | 4,000 FCFA | 2,600 FCFA | 1,400 FCFA | ~8 % |
| Half-day express | < 4h | 3,000 FCFA | 2,100 FCFA | 900 FCFA | ~14 % |
| Same-day standard | evening | 1,800 FCFA | 1,300 FCFA | 500 FCFA | ~20 % |
| Standard 24-48h | 1-2 d | 1,200 FCFA | 900 FCFA | 300 FCFA | ~58 % |
Golden rule: never display an express price below real cost + 30 % margin. Express at 2,500 FCFA for a 2,600 FCFA cost loses money on every rushed order.
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Mini case study
Modou sells sneakers in Accra, 500 orders/month, average basket 28,000 FCFA. On standard only he charges 1,200 FCFA shipping per order. He adds a dual offer: 22 % of buyers (110 orders) pick half-day express at 3,000 FCFA, generating 900 FCFA margin each, i.e. 99,000 FCFA/month of extra shipping margin. On top, the average basket rises 9 % (28,000 -> 30,520 FCFA) and conversion 7 %, adding about 35 orders. Net: several hundred thousand FCFA more revenue, without changing the product.
FAQ
Does express cost more than it earns? Only if underpriced. At 3,000-4,500 FCFA for a real cost of 2,100-2,600 FCFA, it leaves 900 to 1,400 FCFA margin. The trap is pricing it too low to "match the others".
What share of buyers picks express? In 2026 in Accra, about 22 % of rushed buyers take it when it is offered clearly. A minority, but high margin and high satisfaction.
Why offer both rather than one? The dual offer lifts the average basket by 9 % and conversion by 7 % through anchoring and segmentation. Everyone finds the option that suits them.
How do I set the express price? Never go below real cost + 30 % margin. Compute your real courier cost per slot, then add margin: that is what avoids selling speed at a loss.
Does the dual offer complicate logistics? A little: two flows to manage. But good courier configuration and a clear slot table make the operational overhead well worth it given the +900 FCFA/express order.
Let's talk about your project. We build your express/standard slot grid priced on your real costs. 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.
