The verdict in three sentences
A white-label reseller buys a service at agency price, resells it under their own brand with a 30 to 80 % markup, and subcontracts all delivery. Unlike a referral partner who earns a commission without managing the client, the reseller owns the client relationship, invoicing and collection risk. In Nairobi in 2026 this is the most profitable model for a freelancer who can sell but does not want to code — provided they accept the management workload.
Reseller or referrer: two models, two margins
The choice shapes your whole business. A referrer flags a prospect and collects a commission; a reseller becomes the official supplier to the end client. Here are 2026 orders of magnitude on the same website service.
| Criterion | Referral partner | White-label reseller |
|---|---|---|
| Price paid to supplier | 0 (commission paid) | 250,000 FCFA (agency price) |
| Price billed to client | — | 420,000 FCFA |
| Gross revenue per sale | 37,500 FCFA (15 %) | 170,000 FCFA (margin) |
| Client management | None | Full |
| Collection risk | None | Borne by reseller |
| Recurring | 5 % maintenance | Margin on resold maintenance |
The referrer earns less per deal but manages nothing. The reseller earns 4 to 5 times more but spends 5 to 10 hours per project on the client relationship and follow-up.
Agency buy price and recommended resale prices
Here is a realistic resale grid for Nairobi. The net margin column deducts about 20 % of management overhead (sales time, back-and-forth, support).
| Service | Agency price | Resale price | Markup | Estimated net margin |
|---|---|---|---|---|
| 5-page website | 250,000 FCFA | 420,000 FCFA | +68 % | 140,000 FCFA |
| Premium website | 1,200,000 FCFA | 1,800,000 FCFA | +50 % | 480,000 FCFA |
| E-commerce Starter | 1,000,000 FCFA | 1,500,000 FCFA | +50 % | 400,000 FCFA |
| Monthly maintenance | 50,000 FCFA | 90,000 FCFA | +80 % | 32,000 FCFA/mo |
| Monthly SEO | 75,000 FCFA | 120,000 FCFA | +60 % | 36,000 FCFA/mo |
The secret: recurring services (maintenance, SEO) build predictable monthly income. Ten maintenance clients at 32,000 FCFA margin is 320,000 FCFA/month with no new sale.
Mini case study
David, a freelance developer in Westlands, resells white label. In 2026 he signs 3 websites resold at 420,000 FCFA (bought at 250,000) and 2 e-commerce resold at 1,500,000 FCFA (bought at 1,000,000). Gross margin: 3 × 170,000 + 2 × 500,000 = 1,510,000 FCFA. He deducts 20 % management overhead, about 300,000 FCFA. He adds 8 maintenance clients at 32,000 FCFA margin = 256,000 FCFA/month recurring. Net quarterly income: roughly 1,210,000 FCFA plus the compounding recurring.
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FAQ
Do I need a written contract with the supplier agency?
Yes, essential. It fixes agency prices, lead times (5 to 15 days for a website) and white-label confidentiality. Without a contract you have no guarantee on price or timing.
What is the main risk of the reseller model?
Collection: you may pay the agency before the client pays you. Require a 40 to 50 % deposit before starting delivery to cover the agency price.
How much management time per project?
Budget 5 to 10 hours per website (brief, revisions, approval, delivery). That is exactly the time a referrer does not spend.
Can I combine reselling and referring?
Yes. Many resell to clients they can manage and switch to referring (15 % commission) for prospects that are too heavy or outside their area.
Becoming a Kolonell referrer or reseller
Kolonell opens both paths. As a referral partner you earn 15 % on a website sale + 5 % recurring, 12 % on e-commerce, 10 % on marketplace and 8 % on institutional, with no delivery to manage. As a white-label reseller you buy at agency price and set your resale price freely. You pick the level of involvement that suits you.
Let's talk about your project. We'll structure your reseller or referral model in Nairobi together. 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.
