The verdict in three sentences
Free shipping lifts the average basket by 18 to 30 %, but offered with no threshold it eats your product margin of 28 to 40 %. The right 2026 setting is an optimal threshold near 1.5x the median basket, which drives add-on purchases without losing money. Above that threshold, the extra margin covers the 800 to 2,000 FCFA of absorbed shipping cost.
No threshold, low threshold or optimized threshold
Offering free shipping on everything is generous but suicidal on small baskets. A too-low threshold triggers on already-small orders; an optimized threshold sits just above the median basket to pull baskets upward.
| Strategy | Average basket | Net margin after shipping | Share of free orders |
|---|---|---|---|
| No threshold (all free) | +25-30 % | negative on small baskets | 100 % |
| Too-low threshold | +8-12 % | thin | 70-85 % |
| Optimized threshold (~1.5x median) | +18-24 % | preserved | 35-55 % |
| Always-paid shipping | baseline | full but low basket | 0 % |
The optimized threshold is the only setting that combines a higher basket with preserved margin: it turns shipping into a sales lever rather than a costly gift.
Calculating your optimal threshold
The threshold is computed from your median basket, shipping cost and margin rate. The idea: the threshold must generate enough extra margin to cover the free shipping.
| Median basket | Shipping cost | Product margin | Advised threshold |
|---|---|---|---|
| 8,000 FCFA | 1,000 FCFA | 30 % | 12,000 FCFA |
| 12,000 FCFA | 1,500 FCFA | 35 % | 18,000 FCFA |
| 15,000 FCFA | 1,800 FCFA | 32 % | 22,000 FCFA |
| 20,000 FCFA | 2,000 FCFA | 40 % | 30,000 FCFA |
Simple rule: start from 1.5x your median basket, then check that the margin on the added amount covers the free shipping. Adjust based on the share of orders that clear the threshold.
Mini case study
Fatou runs a fashion shop in Lagos, median basket 12,000 FCFA, 35 % margin, shipping 1,500 FCFA. She sets a threshold at 18,000 FCFA (1.5x). Result: 45 % of orders clear it, and the average basket rises from 12,000 to ~14,500 FCFA (+21 %). On an 18,000 FCFA order, margin is 6,300 FCFA, minus 1,500 FCFA shipping, leaving 4,800 FCFA net, versus 2,940 FCFA on a paid 12,000 FCFA basket. The threshold improves margin per order while inflating the basket: a double win.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
FAQ
Where should I set the free shipping threshold?
Aim for about 1.5 times your median basket. On a 12,000 FCFA median basket, that gives a threshold around 18,000 FCFA.
Does free shipping really raise the basket?
Yes, by 18 to 30 % depending on the store and threshold. It is one of the most effective levers to drive add-on purchases.
How much shipping cost do I absorb?
Between 800 and 2,000 FCFA depending on the Lagos zone and weight. That cost must be covered by margin on the added basket amount.
Should I offer free shipping to everyone?
No: with no threshold you lose money on every small basket. The threshold is what makes free shipping profitable.
What share of orders should clear the threshold?
A healthy range is 35 to 55 %. Below that, the threshold is too high; above, it is too low and erodes margin.
Let's talk about your project. We compute your free shipping threshold to maximize basket and 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.
