The verdict in three sentences
The number-one objection of African SMEs isn't price, it's cash flow. Offering installments — a website at 500,000 FCFA in 3 mobile-money payments — unlocks buyers who can't pay upfront and lifts the close rate by roughly 30 %. More signatures for the partner, so more website 15 % + 5 % recurring commissions.
Structuring the schedule
A schedule must protect the agency while reassuring the client. The principle: a deposit that covers kickoff, then tranches tied to deliverables.
| Structure | Deposit | Tranche 2 | Tranche 3 | Agency risk | |
|---|---|---|---|---|---|
| 3x no fees (500,000 FCFA) | 200,000 (40 %) | 150,000 at mockup | 150,000 at go-live | Low | |
| 4x (500,000 FCFA) | 150,000 (30 %) | 120,000 | 120,000 | 110,000 | Medium |
| Fast 2x (500,000 FCFA) | 300,000 (60 %) | 200,000 at delivery | — | Very low | |
| Premium website 1,200,000 | 400,000 (33 %) | 400,000 | 400,000 | Medium |
The 3x no-fees plan is the best 2026 compromise: the 40 % deposit covers production cost, and the site goes live only after the final payment.
Effect on the close rate
Installments turn a "too expensive now" into a "manageable." Here is the measured impact (order of magnitude).
| Offer presented | Close rate | Average ticket | Decision time |
|---|---|---|---|
| Upfront payment only | 10 % | 500,000 FCFA | 3 weeks |
| 3x no fees offered | 13 % | 500,000 FCFA | 10 days |
| Installments + reduced deposit | 15 % | 520,000 FCFA | 1 week |
| Installments + Premium offered | 12 % | 900,000 FCFA | 2 weeks |
At equal volume, moving from upfront to 3x raises the close rate from 10 % to 15 %: that's 50 % more signed deals for the same prospecting effort.
Commission and risk handling
For the partner, the key question: when is the commission paid on installments? And who bears the default risk?
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| Aspect | 2026 rule | Partner impact |
|---|---|---|
| Commission payout | On 2nd client payment received | Fast cash, no final wait |
| Client default | Site not published = leverage | Limited risk for the agency |
| Minimum deposit | 40 % before any dev | Protects production |
| Recurring 5 % | From the maintenance contract | Monthly passive income |
The partner commission (15 % on a website) is triggered as soon as the 2nd payment is received: no need to wait for the final balance to get paid.
Mini case study
Brice, a partner in Nairobi, targets a ready-to-wear shop hesitant about the 500,000 FCFA. He offers 3x no fees: 200,000 FCFA at signing, then 2 x 150,000. The owner accepts within 4 days. Kolonell builds the site; when the 2nd payment is received, Brice earns his commission of 15 % = 75,000 FCFA, plus 5 % on monthly maintenance. Without the schedule, this deal was lost.
FAQ
Do installments cost the client more? No with 3x no fees: the listed price stays 500,000 FCFA. It's a cash-flow facilitator, not an interest-bearing loan, which makes it easy to sell.
What happens on a missed payment between tranches? The site is not published until the balance is settled. This leverage protects the agency: the client is motivated to finish paying to receive the deliverable.
When does the partner get paid? As soon as the 2nd payment is received, usually 2 to 4 weeks after signing. No need to wait for the final payment.
Can e-commerce or institutional be paid in installments? Yes, with a higher deposit (often 50 %) given production cost. The commission then becomes 12 % (e-commerce) or 8 % (institutional).
Mobile money or bank transfer for tranches? Mobile money (M-Pesa, Wave, MTN MoMo) for websites: fast, traceable, no bank fees. Transfers remain for large institutional tickets.
Let's talk about your project. Offer installments to your prospects and sign 30 % more deals: website commissions of 15 % + 5 % recurring for the partner. 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.
