The verdict in three sentences
In Accra, the classic mistake is looking at the upfront quote instead of total cash over 12 months. A store isn't just a build: it's a build plus hosting, maintenance, payment fees and marketing. Thinking in total cost of ownership (TCO), a Growth listed at 2,000,000 FCFA actually runs closer to ~3,900,000 FCFA in year one, but breaks even from 22 orders/month.
The real number: total cost over 12 months
The quote tells only part of the story. Here is a realistic breakdown of a Growth project in Accra, line by line, in one-off and monthly cost, over a year.
| Line item | One-off cost | Monthly cost | Over 12 months |
|---|---|---|---|
| Build (Growth) | 2,000,000 FCFA | — | 2,000,000 FCFA |
| Managed hosting | — | 35,000 FCFA | 420,000 FCFA |
| Maintenance | — | 100,000 FCFA | 1,200,000 FCFA |
| Payment fees (~1.3%) | — | ~20,000 FCFA | ~240,000 FCFA |
| Domain + SSL | 15,000 FCFA | — | 15,000 FCFA |
| TCO total | 2,015,000 FCFA | ~155,000 FCFA | ~3,875,000 FCFA |
Break-even: how many orders to be profitable
Once you know the TCO, the question becomes: how many orders cover the costs? Here is the break-even threshold by average basket and margin, for Accra vs Bamako.
| Average basket | Net margin | Orders/month for break-even | Bamako comparison |
|---|---|---|---|
| 10,000 FCFA | 30% | ~48 orders | ~52 orders |
| 15,000 FCFA | 35% | ~28 orders | ~30 orders |
| 25,000 FCFA | 40% | ~15 orders | ~16 orders |
| 40,000 FCFA | 45% | ~8 orders | ~9 orders |
*Based on a monthly cost of about 155,000 FCFA (smoothed Growth TCO).
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Mini case study
Fatoumata sells natural cosmetics in Accra. Average basket 15,000 FCFA, net margin 35%, i.e. 5,250 FCFA margin per order. Her smoothed monthly cost (Growth TCO) is ~155,000 FCFA. Break-even: 155,000 / 5,250 = ~30 orders/month. She hits 65 by month 3 thanks to a Meta campaign at 120,000 FCFA/month: her gross monthly margin reaches 341,000 FCFA, minus 155,000 FCFA TCO and 120,000 FCFA ads, i.e. ~66,000 FCFA net profit and growing. The store is structurally profitable past 30 orders.
FAQ
Why think in TCO rather than site price? Because the build is often only half the real one-year cost. Ignoring hosting, maintenance and payment fees completely skews the decision and product pricing.
What's the heaviest recurring line item? Maintenance (50,000 to 175,000 FCFA/month by tier), followed by managed hosting. These are non-compressible costs to keep the store secure and up to date.
How many orders to be profitable in Accra? With a 15,000 FCFA basket and 35% margin, expect ~28 orders/month. The higher the basket and margin, the lower the threshold, down to ~8 orders for a 40,000 FCFA basket.
Is marketing part of the TCO? It's separate from the build but essential: no traffic, no orders. Budget 100,000 to 300,000 FCFA/month at launch, then lean on SEO to lower cost per customer.
Can you reduce the TCO? Yes: pool hosting, pick a tier matched to real volume, and favor mobile money over cards for lower fees. But cutting maintenance is a false economy.
Let's talk about your project. We model your 12-month cash flow and break-even before writing a single line of code. 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.