The verdict in three sentences
From Saint-Louis, a trader, an artisan or a young graduate can sell well beyond the city, to Dakar and even the diaspora, provided the price includes shipping of 2,000 to 4,000 FCFA, a courier commission of 10 to 15% and a small advertising budget of 15,000 FCFA a month. Most beginners lose money because they set prices without these costs and accept cash on delivery without rules. The course E-commerce: selling online in Senegal and French-speaking Africa teaches the method in 12 hours for 50,000 FCFA (about 76 EUR), payable with Wave or Orange Money.
What a sale from Saint-Louis really costs
Saint-Louis has real strengths: river crafts, fabrics, processed foods, dried fish, jewellery, natural cosmetics. The local market is limited, though, and much of the paying clientele is in Dakar, Thiès and the diaspora. Selling at a distance brings costs you do not see when selling at the Sor or Ndar Toute markets.
| Cost item (2026 order of magnitude) | Local sale in Saint-Louis | Sale to Dakar from Saint-Louis |
|---|---|---|
| Shipping | 0 to 1,000 FCFA (motorbike in town) | 2,000 to 4,000 FCFA per parcel (bus, carrier) |
| Last-mile delivery | Often by the seller | Dakar courier, 10 to 15% commission or 1,500 to 2,500 FCFA |
| Lead time | Same day | 24 to 48 hours |
| Risk of parcel refusal | Low | 10 to 20% with cash on delivery and no deposit |
| Packaging | 0 to 200 FCFA | 300 to 800 FCFA |
| Advertising to get known | Word of mouth | About 15,000 FCFA a month to start |
A simple example: a wax-print bag sold for 15,000 FCFA in Dakar, with 6,000 FCFA of production cost, 3,000 FCFA shipping, 2,000 FCFA courier, 500 FCFA packaging and 1,000 FCFA of advertising per sale, leaves a 2,500 FCFA margin. One refused parcel in six is enough to wipe it out. That is why a calculated floor price matters, and the first module of the course teaches exactly that.
Choosing your channel and how to get paid
To start, there is no need to invest in a full website. WhatsApp Business, a Facebook page and an Instagram account are enough for the first 50 orders. The course compares channels, then covers payment with Wave and Orange Money, cash on delivery and the anti-dispute rules that protect your margin.
| Channel or tool | Starting cost (2026) | Advantage | Limit |
|---|---|---|---|
| WhatsApp Business (catalogue) | 0 FCFA | Direct contact, trust | Manual work beyond 30 orders a month |
| Facebook page and Instagram | 0 FCFA + ads | Visibility in Dakar and the diaspora | Needs good photos |
| Meta ads targeted at Dakar | 15,000 FCFA a month to test | First clients outside Saint-Louis | Results vary by product |
| Wave or Orange Money payment at order | Low fees for the seller | Fewer refused parcels, immediate cash | Some clients insist on paying on receipt |
| Cash on delivery with a deposit | 0 FCFA | Reassures the client | Requires tight courier follow-up |
| Full online shop | Investment later | Professional image, larger catalogue | Useful once volumes are regular |
What you learn and what the alternatives cost
The course is level 2, Beginner, of the E-commerce and online selling track. Its six modules follow the real order of a launch: choosing what to sell, to whom and at what price; setting up your channel (WhatsApp Business, Facebook or a shop); getting paid safely with Wave, Orange Money and cash on delivery; delivering to Dakar, the regions and the diaspora; writing product listings, photos and messages that trigger orders; retaining customers, measuring and growing.
| Option (2026 order of magnitude) | Cost | Duration | Suited to Saint-Louis? |
|---|---|---|---|
| Kolonell, E-commerce (level 2) | 50,000 FCFA (about 76 EUR) | 12 h online, certificate | Yes, regional delivery and Wave/Orange Money covered |
| Full Kolonell track (5 levels) | 350,000 FCFA instead of 450,000 | Several months | Up to running an established shop |
| In-person e-commerce workshop in Dakar | 75,000 to 200,000 FCFA + travel | 1 to 3 days | Travel required |
| One-to-one coaching | 15,000 to 30,000 FCFA per hour | Variable | Depends on the coach |
| Free videos | 0 FCFA | Unlimited | Often designed for Europe or the US |
Mini case study
Aïssatou, 26, makes beaded jewellery in the Guet Ndar district. She sells mostly in town, about 120,000 FCFA a month. After the course, she sets a floor price of 12,000 FCFA for a necklace sold in Dakar, requires a 50% deposit by Wave and tests 15,000 FCFA a month of ads targeted at Dakar.
Learn this skill with Kolonell Academy
Short, practical online courses (taught in French), graded exercises, certificate. Pay with Wave or Orange Money.
Illustrative calculation: 20 orders in Dakar in a month, with a 5,000 FCFA net margin per order after materials, shipping, courier and ads, bring 100,000 FCFA of extra margin. The 50,000 FCFA course pays for itself in about two weeks in this scenario, roughly 10 orders. These figures are estimates: the result depends on the product, the photos and consistency.
FAQ
Do I need stock to get started?
No, the first module helps you choose a product and test demand with 5 to 10 pieces. Many start with less than 50,000 FCFA of stock.
How much time should I plan?
The course lasts 12 hours, about 2 hours a week over 6 weeks. You can launch your first sales from the second module.
How do I limit refused parcels in Dakar?
Module 3 sets out an anti-dispute process: a deposit by Wave or Orange Money, voice-message confirmation, a trusted courier. The aim is to bring losses below 1% of revenue.
How do I pay and when does access open?
The 50,000 FCFA fee is paid with Wave or Orange Money, and access opens once payment is confirmed. A certificate is issued at the end of the course.
When should I move to a real online shop?
Usually beyond 30 to 50 orders a month, when WhatsApp becomes unmanageable. The next levels of the track, 350,000 FCFA for all 5 instead of 450,000, cover that step.
Take the next step. Enroll in E-commerce: selling online in Senegal and French-speaking Africa: 12 hours, 50,000 FCFA, certificate of completion. Pay with Wave or Orange Money. Questions? 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.
