The verdict in three sentences
A readable returns policy is a selling point: it adds 8 to 12 % conversion because customers dare to order without touching the product. The danger is the return rate, ranging from 5 to 10 % in electronics to 20 to 30 % in fashion. The key is defining who pays the return, in what window (7 to 14 days), and how you refund (mobile money within 72 h).
Returns policy by category
Not all categories are equal. Apparel is returned heavily (size, color) while electronics is returned rarely but expensively. Adapt the window and coverage to each family.
| Category | 2026 return rate | Recommended window | Who pays return | Average return cost |
|---|---|---|---|---|
| Fashion / apparel | 20 - 30 % | 14 days | Customer unless defect | 1 500 - 2 500 FCFA |
| Footwear | 15 - 25 % | 14 days | Customer unless defect | 1 800 - 2 800 FCFA |
| Cosmetics (unopened) | 5 - 10 % | 7 days | Customer | 1 200 - 2 000 FCFA |
| Electronics | 5 - 10 % | 7 days | Store if defect | 2 500 - 4 000 FCFA |
| Home / decor | 8 - 15 % | 10 days | Shared | 2 000 - 3 500 FCFA |
| Food / perishable | 1 - 3 % | None (unless defect) | Store if defect | variable |
The real cost of a return
A return costs more than reverse transport. Factor in quality control, reconditioning, restocking, and sometimes a markdown if the product can no longer sell as new.
| Line item | Indicative 2026 cost | Note |
|---|---|---|
| Return transport | 1 000 - 2 500 FCFA | By zone and method |
| QC + reconditioning | 500 - 1 500 FCFA | Labor |
| Mobile money refund | 0 - 1 % | Transaction fee |
| Product markdown | 0 - 30 % of price | If not resellable as new |
| Total average cost | 8 - 15 % of item price | Order of magnitude |
Mini case study
Awa, who runs a fashion store in Dakar, suffered 28 % returns with no clear policy, each return costing about 2 200 FCFA plus a frequent markdown. By setting a 14-day window, customer-paid returns (unless defect), and a precise size guide with worn photos, her returns fell to 19 %. On 350 orders/month at 22 000 FCFA, the 9-point drop saved about 690 000 FCFA/month across transport, reconditioning and avoided markdowns.
FAQ
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
How many days should I allow for a return?
7 days for cosmetics and electronics, 14 days for fashion and footwear. Too short scares customers off; too long raises the return rate and ties up stock.
Who should pay for the return?
The customer pays unless there's a defect or an error on your side. Free returns raise the return rate by 30 to 50 %, unless it's part of an intentional premium strategy.
How do I refund quickly and cleanly?
Mobile money refund within 72 h after receiving and checking the parcel. It's faster than a bank transfer and reassures the customer lastingly.
How do I cut the return rate in fashion?
Precise size guide, worn photos, real measurements, and reviews stating the size ordered. These cut the return rate by 5 to 10 points.
Is an exchange better than a refund?
Yes for cash flow: offering an exchange (other size, other color) keeps the revenue. About 40 to 55 % of customers accept an exchange if it's offered first.
Let's talk about your project. We integrate a clear returns policy, one-click exchange and automated mobile-money refunds. 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.
