The verdict in three sentences
An aggregator commission of 20 to 35 % often exceeds the net margin of a delivered dish. The answer isn't to flee platforms but to own your loyal customers on your own app or WhatsApp, where the fee is near zero. Use platforms for discovery, your direct channel for repeat business.
The commission trap
On an 8,000 FCFA order, a 30 % commission takes 2,400 FCFA. If your gross margin before delivery is 35 %, almost nothing is left after packaging and waste. It gets worse on repeat customers: you pay a discovery commission on people who already know you.
| Line | Platform (30 %) | Own app / WhatsApp |
|---|---|---|
| Order | 8,000 FCFA | 8,000 FCFA |
| Platform commission | -2,400 FCFA | 0 FCFA |
| Payment fee | Included | -80 to -160 FCFA (mobile money) |
| Delivery cost | Often included | -800 to -1,500 FCFA (rider) |
| Left to restaurant | ~5,600 FCFA | ~6,300-7,100 FCFA |
| Customer data | No | Yes (retention) |
Platform vs own app: the real math
An own app costs to build but pays back fast once volume rises. 2026 orders of magnitude:
| Element | Platform | Own app |
|---|---|---|
| Setup cost | 0 FCFA | 500,000-1,500,000 FCFA |
| Commission per order | 20-35 % | 0 % |
| Mobile-money fee | Included | 1-2 % |
| Delivery | Platform network | Your riders or 3PL |
| Visibility / discovery | Strong | To be built |
| Data and customer relationship | Platform | You |
| Break-even | - | ~150-250 orders/month |
The playbook: platforms to attract, direct channel to retain. A flyer in every platform delivery bag inviting reorders via WhatsApp gradually shifts your regulars to the 0 %-commission channel.
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Mini case study
Youssou, a restaurateur with 900 delivered orders/month. On a platform at 30 %, he pays about 2,160,000 FCFA in commissions per month (900 x 8,000 x 30 %). He invests 1,200,000 FCFA in an ordering app + WhatsApp and shifts 40 % of his repeat orders direct. On those 360 orders he saves about 864,000 FCFA in commission per month, less 500,000 FCFA of own delivery: net gain of about 364,000 FCFA/month, an investment paid back in under four months, before even counting retention.
FAQ
Should I leave platforms entirely? No. They remain excellent discovery channels to reach new customers; the goal is to shift repeat buyers to your direct channel, not to cut yourself off from acquisition.
Is an own app worth it at low volume? Below 150-250 orders/month, WhatsApp Business is often enough: catalog, order-taking and mobile-money payment, without the cost of a dedicated app.
How do I nudge customers to order direct? A flyer in each bag, a first-direct-order promo code and a WhatsApp loyalty program usually shift 30 to 50 % of regulars within a few months.
Who handles delivery if I leave the platform? You, with your own riders, or a third-party logistics provider billed per trip; the cost is often below the platform commission once volume is there.
How much does an own ordering app cost? Budget 500,000 to 1,500,000 FCFA depending on features, with mobile-money payment built in; break-even sits around 150-250 orders/month.
Let's talk about your project. We'll build your direct ordering channel with mobile-money payment to win your margins back from the platforms. 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.
