The verdict in three sentences
Surprise fees for delivery or mobile money at the final step are the number-one abandonment trigger. In Johannesburg, unexpected shipping ranks first, at 54%; showing fees upfront recovers half of those sales. Transparency is not a constraint, it is a conversion lever.
Where and when to show fees
The problem is not the amount, it is the timing. A customer who discovers a fee at the end feels trapped. The same fee, announced early, causes almost no issue.
| Display moment | Customer perception | Abandonment JHB |
|---|---|---|
| Product page | Transparent | 22% |
| Cart entry | Acceptable | 29% |
| Delivery page | Tolerated | 38% |
| Final step (payment) | Trap | 54% |
| Never shown (final surprise) | Betrayal | 60% |
Lome confirms the pattern: a late Moov 1% fee drives 48% abandonment; showing it upfront recovers half.
Absorb or pass through: the math
Should you offer free delivery or charge for it? The right answer depends on your average cart and the free-delivery threshold you set.
| Strategy | Conversion effect | Margin effect | Suggested threshold |
|---|---|---|---|
| Visible delivery fee | baseline | margin preserved | none |
| Free delivery over ZAR 500 | +14% conversion | +8% avg cart | ZAR 500 |
| Free delivery over 25,000 FCFA | +12% conversion | +7% avg cart | 25,000 FCFA |
| Mobile-money fee absorbed | +6% conversion | -1% margin | volume-based |
| Hidden surprise fee | -26% conversion | illusory margin | to ban |
A well-placed free-delivery threshold nudges the customer to add an item to reach it, which raises average order value (AOV).
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Mini case study
Thabo, who runs an online grocery in Johannesburg, charged a ZAR 30 mobile-money fee revealed at payment: 54% abandonment on 800 carts, i.e. 368 sales. By showing fees on the product page and offering free delivery over ZAR 500, abandonment falls to 34%. Result: 528 sales, i.e. 160 more. At ZAR 220 per cart, that is roughly ZAR 35,200 in monthly revenue recovered.
FAQ
Is it better to hide fees to show a low price? No, never. A low price attracts, but the final surprise drives 54% away in Johannesburg. Upfront transparency converts better overall.
At what threshold should I offer free delivery? Set it slightly above your current average cart, for example ZAR 500. It nudges an added item and lifts AOV by 7 to 8%.
Should I absorb mobile-money fees? Absorbing a 1% fee costs little margin (-1%) and gains +6% conversion. The math often wins.
How do I show fees on the product page? State "delivery from ZAR X" and the free-delivery threshold. The customer knows what to expect before the cart.
Does transparency work in West Africa too? Yes. In Lome, a late Moov fee drives 48% abandonment. The rule is universal: no surprise at payment.
Let's talk about your project. We audit your checkout and make your fees transparent to win back lost sales. 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.
