The verdict in three sentences
A clear, visible returns policy lifts conversion by 8 to 12 %, because it removes the fear of buying online. But every return costs 1,500 to 4,000 FCFA in reverse logistics and the rate varies widely: 5-8 % in electronics, 20-30 % in fashion. The right mix of store credit, mobile money refund and exchange protects your margin while keeping the customer happy.
Return rate and cost by category
Not all categories are equal. Fashion, with its sizes and colours, returns heavily; electronics far less but at higher unit values.
| Category | Return rate | Logistics cost / return | Processing time |
|---|---|---|---|
| Fashion & apparel | 20-30 % | 1,500-3,000 FCFA | 2-5 days |
| Footwear | 15-25 % | 2,000-3,500 FCFA | 2-5 days |
| Electronics | 5-8 % | 2,500-4,000 FCFA | 3-7 days |
| Cosmetics | 3-6 % | 1,000-2,000 FCFA | 1-3 days |
| Home & decor | 8-12 % | 2,000-3,500 FCFA | 3-6 days |
Store credit, refund or exchange?
The compensation method directly shapes your cash flow and loyalty. Store credit keeps the money with you, mobile money refund reassures, exchange avoids losing the sale.
| Option | Cash-flow impact | Customer satisfaction | Effect on repurchase |
|---|---|---|---|
| Store credit / voucher | Neutral (cash kept) | Medium | High |
| Mobile money refund | Immediate negative | High | Medium |
| Exchange (same product) | Low | High | High |
| 7-day window | Less abuse | Medium | Medium |
| 14-day window | +conversion, +abuse | High | High |
A 14-day window lifts conversion but raises abuse; 7 days curbs abuse but can slow the purchase. Many stores pick 10 days as a compromise.
Mini case study
Ibrahim sells clothing online in Abidjan: 800 orders/month, 18,000 FCFA basket, 26 % return rate. That's 208 returns × 2,200 FCFA of reverse logistics = 457,600 FCFA/month. By first offering size exchange and store credit (rather than a systematic refund), he keeps the cash on 60 % of returns and drives repurchase. Result: about 130,000 FCFA/month of preserved cash flow and cash refunds halved.
FAQ
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Does a returns policy really boost sales?
Yes: a clear, visible policy improves conversion by 8 to 12 % in 2026, because it lowers the perceived risk of buying online.
What does a return really cost?
Between pickup, inspection and restocking, expect 1,500 to 4,000 FCFA per return depending on category and weight.
Should I refund in cash or offer store credit?
Store credit preserves cash flow and drives repurchase; reserve mobile money refunds for cases where the customer insists, which preserves about 50 % of the cash on returns.
Which return window should I choose?
7 days curbs abuse, 14 days maximises conversion; 10 days is a common compromise that balances satisfaction and cost.
How do I reduce fashion return rates?
A precise size guide and real photos cut returns by 3 to 6 points, because most fashion returns come from a wrong size.
Let's talk about your project. We build returns management with automatic store credit, mobile money refunds and reverse-logistics tracking. 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.
