The verdict in three sentences
A clear, visible return policy reduces disputes by 30 to 50 % and lifts conversion, because buyers order more readily when they know they can send an item back. The cost that hurts isn't the product taken back but the reverse logistics (courier, repackaging) and the mobile money refund with its fees. By setting a 7 to 14 day window, precise conditions and a Wave/Orange Money refund within 48 h, you turn a cost center into a selling point.
What a return really costs in 2026
Many stores think a return costs the price of the product. In reality, if the item is resellable, the loss centers on handling and return transport. Here is a 2026 order of magnitude for Dakar and Abidjan.
| Item | Return paid by customer | Free return (store pays) |
|---|---|---|
| Intra-city return delivery | 1,500 - 2,500 FCFA paid by customer | 1,500 - 2,500 FCFA paid by you |
| Mobile money refund fee | 0 (item not taken back) | 1 to 1.5 % of amount |
| Support time per case | 10 - 20 min | 10 - 20 min |
| Repackaging / restocking | 500 - 1,000 FCFA | 500 - 1,000 FCFA |
| Observed return rate | 3 - 6 % | 5 - 9 % |
| Conversion impact | Neutral to negative | +8 to +15 % |
Free returns raise conversion but slightly inflate the return rate. The right call depends on your margin: above 40 % margin, free returns are almost always profitable.
Building a policy that reduces disputes
An effective policy fits on one page and answers five questions: what, when, in what condition, who pays, how am I refunded. Display it on the product page, at checkout and in the confirmation email.
| Policy element | 2026 recommendation | Effect |
|---|---|---|
| Cancellation window | 7 days (standard) to 14 days (premium) | Reassures, cuts late claims |
| Required condition | Unworn, tags on, original packaging | Limits abuse |
| Excluded products | Hygiene, custom-made, opened food | Avoids impossible disputes |
| Who pays return | Customer if change of mind, store if defective | Perceived as fair |
| Refund delay | Within 48 h after receipt | Higher satisfaction score |
| Refund channel | Same method as payment (Wave/OM) | Traceability, less fraud |
Golden rule: refund to the same payment method used to buy. A customer who paid with Wave must be refunded via Wave, never in cash, for traceability and accounting.
Mini case study
Fatou runs an online fashion store in Dakar, average basket 25,000 FCFA, 400 orders per month. She switches from customer-paid returns (4 % rate, base conversion) to free returns. The return rate rises to 7 %, i.e. 28 returns per month. Reverse logistics cost: 28 x 2,000 FCFA = 56,000 FCFA. Mobile money refund fees: 28 x 25,000 x 1.2 % = 8,400 FCFA. Total cost: around 64,400 FCFA/month. But conversion rises 10 %, i.e. 40 extra orders x 25,000 x 40 % margin = 400,000 FCFA additional margin. Net result: +335,600 FCFA/month. Free returns win comfortably here.
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FAQ
Should I always offer free returns?
No. It's profitable above 40 % margin on resellable products. For thin margins (electronics, food), customer-paid returns or exchange-only protects cash flow better. Test it for one month.
How fast should I refund a customer via mobile money?
Aim for 48 h after receiving the returned parcel. Technically a Wave or Orange Money refund is near-instant, but keep a buffer to check the item's condition. A refund within 48 h measurably boosts satisfaction.
How do I limit return abuse?
Require original condition (tags, packaging), exclude sensitive categories (hygiene, custom) and track each customer. A buyer returning over 30 % of orders can be moved to cash-on-delivery only.
Do mobile money refunds carry fees?
Yes, budget an order of magnitude of 1 to 1.5 % depending on operator and amount in 2026. Factor this cost into your margin on high-return categories.
Where should I display my return policy?
Everywhere doubt appears: product page, cart, checkout, confirmation email and footer. A visible policy cuts support questions by 20 to 30 % and raises purchase confidence.
Let's talk about your project. We build a clear return policy and automated mobile money refunds straight into your store. 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.