The verdict in three sentences
Between field and plate, middlemen capture 20 to 40 % of margin; a direct-sales platform redistributes that margin between farmer and consumer. Mobile money payment, grouped delivery and harvest-window pre-orders cut waste by about 25 % and raise farmer income by around 30 %. Budget 1.5 to 3M FCFA for the platform in 2026, using a B2C weekly-basket or B2B restaurant model.
Agri B2C marketplace or B2B for restaurants?
The target audience shapes all the logistics. B2C (households) chases volume and loyalty through subscription; B2B (restaurants, hotels) chases larger, regular orders.
| Criterion | B2C weekly basket | B2B restaurants |
|---|---|---|
| Average basket | 8,000 - 20,000 FCFA | 50,000 - 200,000 FCFA |
| Frequency | weekly | 2 to 3 times / week |
| Loyalty | basket subscription | supply contract |
| Logistics | grouped neighborhood delivery | direct-to-kitchen delivery |
| Harvest predictability | medium | strong (firm order) |
| Margin redistributed | 20 - 40 % | 20 - 30 % |
Many platforms start in B2B (fewer clients, high tickets, simple logistics) then add B2C once farmers are loyal.
The economic levers of direct sales
| Lever | 2026 effect |
|---|---|
| Middleman margin captured | 20 - 40 % redistributed |
| Harvest-window pre-order | -25 % waste |
| Grouped delivery | shared logistics cost |
| Wave/OM/MTN MoMo payment | instant collection |
| Minimum order | makes the route profitable |
| Weekly-basket subscription | recurring farmer income |
| Platform cost | 1.5 - 3M FCFA |
Pre-order is the anti-waste lever: the farmer harvests only what is already sold. Combined with grouped delivery, it turns supply-driven farming into demand-driven farming.
Mini case study
The Njangi collective near Kampala gathers 25 market gardeners selling directly through a B2C platform. Each week, 300 households order a basket at 12,000 FCFA on average, or 3,600,000 FCFA of weekly volume. By capturing 30 % of margin previously taken by middlemen, the farmers earn about 30 % more income. Thanks to pre-orders, they harvest close to demand and cut unsold produce by 25 %. The platform takes a 10 % commission, or 360,000 FCFA a week, to fund logistics.
FAQ
How much does a direct-sales platform cost in 2026?
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Between 1.5 and 3M FCFA depending on features: farmer catalog, pre-order, mobile-money payment, route management and basket subscription. A B2B pilot stays at the lower end.
How does pre-order reduce waste?
The farmer harvests only what is already ordered within the harvest window, eliminating unsold produce. Platforms see about 25 % less waste.
Should I start with B2C or B2B?
B2B (restaurants, hotels) offers high tickets and simple logistics to launch. B2C weekly baskets bring volume and recurring income once the farmer base is solid.
How are payments handled?
The client pays by Wave, Orange Money or MTN MoMo on order; the platform pays the farmer after delivery, keeping its commission (often 10 %). Mobile-money fees run about 1 %.
Can I get paid for referring this project?
Yes. Through the Kolonell referral program, an e-commerce platform like this earns you 12 % on the sale, with other rates by line (15 % showcase, 10 % marketplace, 8 % institutional).
Become a Kolonell referral partner
Do you know cooperatives, farmer collectives or restaurants seeking to source directly? Refer them to Kolonell and earn 12 % on an e-commerce platform sale, plus recurring on maintenance. The program also covers showcase sites, marketplaces and institutional.
Let's talk about your project. We build your direct-sales platform with pre-orders, mobile money and grouped delivery. 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.
