The verdict in three sentences
Logistics weighs 12 to 25 % of the basket in e-commerce in Accra in 2026: prep, packaging, delivery and returns. Most shops ignore their logistics/revenue ratio and discover too late that it devours net margin. By breaking down each line item and tracking it month by month, you find the reduction levers that can make a break-even shop profitable.
Breaking down an order's logistics cost
An order has no single delivery cost: it stacks several line items. Here is the typical breakdown of an order in Accra in 2026, for a 15,000 FCFA average basket (FCFA figures, roughly GHS equivalents).
| Logistics item | Cost 2026 | % of basket (15,000 FCFA) |
|---|---|---|
| Prep (picking) | 200-500 FCFA | 1.3-3.3 % |
| Packaging | 200-600 FCFA | 1.3-4 % |
| Intra-city delivery | 1,000-2,500 FCFA | 6.7-16.7 % |
| Payment fees (Paystack/MoMo) | ~1.5 % | 1.5 % |
| Returns (prorated) | 300-800 FCFA | 2-5.3 % |
| Total logistics | 1,700-4,400 FCFA | 12-25 % |
Logistics/revenue ratio and reduction levers
The logistics/revenue ratio is the key steering metric: total logistics ÷ revenue. Below 15 %, you are performing; above 22 %, net margin is at risk. Here is the effect of reduction levers on a 300-orders/month shop, 15,000 FCFA basket.
| Lever | Saving/order | Ratio impact | Net margin gained/month |
|---|---|---|---|
| Standardized/pooled packaging | 200 FCFA | -1.3 pt | 60,000 FCFA |
| Zone-based delivery grouping | 500 FCFA | -3.3 pt | 150,000 FCFA |
| Return rate cut (2 pts) | 300 FCFA | -2 pt | 90,000 FCFA |
| Carrier negotiation (volume) | 400 FCFA | -2.7 pt | 120,000 FCFA |
| Optimized free-shipping threshold | +basket | -1 to -3 pt | Variable |
Mini case study
Akosua runs an online decor shop in Accra, 300 orders/month, 15,000 FCFA basket, 4,500,000 FCFA revenue. Her logistics costs 3,900 FCFA/order, i.e. 1,170,000 FCFA/month: a 26 % ratio that absorbs nearly all her net margin. She standardizes packaging (-200 FCFA), groups deliveries by zone (-500 FCFA) and renegotiates her carrier (-400 FCFA). Logistics cost drops to 2,800 FCFA/order, ratio to 18.7 %, saving 330,000 FCFA/month, or nearly 4,000,000 FCFA/year back into margin.
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FAQ
What logistics/revenue ratio should I target in 2026?
As an order of magnitude, aim for under 15 % for a healthy shop and be alert above 22 %. The ratio depends on average basket: the higher it is, the more delivery dilutes.
Is delivery the only line item to watch?
No. Packaging, returns and payment fees add up. Many shops underestimate return costs, which alone can be 2 to 5 % of the basket.
How do I cut delivery cost in Accra?
Zone grouping, volume negotiation with the carrier and a well-calibrated free-shipping threshold are the three most effective levers, with 3 to 6 ratio points recoverable.
Should I pass logistics onto the price or absorb it?
It depends on your margin. Below 30 % gross margin, better to show transparent delivery fees. Above, a well-designed free-shipping threshold raises the basket and absorbs the cost.
Let's talk about your project. We audit your logistics/revenue ratio and connect your Paystack/MoMo store to measurable reduction levers. 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.
