The verdict in three sentences
After per-order fixed costs (payment, packaging, partial delivery), every franc added to the basket falls almost entirely into margin. Moving from an 18,000 to 25,000 FCFA basket (+38%) can double net margin per order. Four levers do most of the work: free-shipping threshold, bundles, checkout cross-sell, and discount tiers.
The basket-growth levers
Each lever has a measured effect on average order value (AOV). Here are the 2026 orders of magnitude.
| Lever | AOV effect | Effort |
|---|---|---|
| Free-shipping threshold (25,000 FCFA) | +18% | Low |
| Product bundles (-10%) | +14% | Medium |
| Checkout cross-sell | +9% | Low |
| Discount tiers (3 = -15%) | +11% | Low |
| Loyalty program (points) | +7% | Medium |
Combined smartly, these levers stack to as much as +38% AOV with no extra traffic.
The margin effect of fixed costs
The secret: per-order fixed costs don't move as the basket grows. Here's the effect on a basket rising from 18,000 to 25,000 FCFA.
| Line item | 18,000 basket | 25,000 basket |
|---|---|---|
| Revenue | 18,000 FCFA | 25,000 FCFA |
| Product cost (55%) | 9,900 FCFA | 13,750 FCFA |
| Fixed cost/order | 3,500 FCFA | 3,500 FCFA |
| Net margin | 4,600 FCFA | 7,750 FCFA |
| Margin in % | 25.5% | 31% |
Same customer, bigger basket: net margin jumps 68% (4,600 → 7,750 FCFA).
Mini case study
Kodjo runs a home-accessories store in Accra: 300 orders/month, basket 18,000 FCFA. He sets free shipping at 25,000 FCFA, builds 5 bundles at -10%, and adds a checkout cross-sell. Average basket: 24,800 FCFA (+38%). Net margin per order: 4,600 → 7,700 FCFA. Across 300 orders: 1,380,000 → 2,310,000 FCFA monthly margin, i.e. +930,000 FCFA without a single extra visitor.
Become a Kolonell referral partner
Know merchants who want to sell online? The Kolonell referral (apporteur d'affaires) program pays for your introductions. The rates are clear and stackable.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
| Pole | Sale commission | Recurring |
|---|---|---|
| Showcase site | 15% | + 5% |
| E-commerce | 12% | — |
| Marketplace | 10% | — |
| Institutional | 8% | — |
On a 2,000,000 FCFA e-commerce store, your referral commission reaches 240,000 FCFA. Just introduce us to the client.
FAQ
How much can the average basket rise?
Up to +38% by combining a free-shipping threshold, bundles and cross-sell, with no extra traffic. It's the most profitable lever after checkout.
Why does margin double so fast?
Because per-order fixed costs (≈ 3,500 FCFA) don't move. Going from 18,000 to 25,000 FCFA jumps net margin by 68%.
Where to set the free-shipping threshold?
About 40% above the current average basket. For an 18,000 FCFA basket, a 25,000 FCFA threshold nudges shoppers to add an item.
Do bundles cannibalize margin?
No if the discount stays at -10%: the extra volume more than compensates. A well-built bundle adds +14% AOV.
How much does the referral program pay?
From 8 to 15% of the project value by pole, plus 5% recurring on showcase sites. On a 2,000,000 FCFA e-commerce store, that's 240,000 FCFA.
Let's talk about your project. We configure your bundles, thresholds and cross-sell — or sign you up as a referral partner. 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.
