The verdict in three sentences
A marketplace gives you traffic from day one but takes 10 to 20 % on every sale and denies you the direct customer relationship. Your own store charges no commission and returns your data, but demands an acquisition budget to attract visitors. The best 2026 strategy is often hybrid: the marketplace for discovery, your own store to retain and protect margin.
The real trade-off: traffic vs margin and data
The choice comes down to three variables: who brings the traffic, who keeps the margin, who owns the customer data. The marketplace wins on traffic; your own store wins on margin and data.
| Criterion | Marketplace | Own store |
|---|---|---|
| Commission per sale | 10-20 % | 0 % |
| Traffic provided | Yes (instant) | No (to acquire) |
| Customer data | Belongs to the platform | Belongs to you |
| Acquisition cost | Included in commission | 500-3,000 FCFA/customer |
| Brand control | Low | Full |
| Direct relationship | No | Yes |
| Dependency | High (changing rules) | None |
The commission math that hurts
A 15 % commission seems reasonable until you project it over a year. Here's the impact by monthly revenue.
| Monthly revenue | 15 % commission/month | 15 % commission/year | Margin lost |
|---|---|---|---|
| 500,000 FCFA | 75,000 FCFA | 900,000 FCFA | Moderate |
| 1,000,000 FCFA | 150,000 FCFA | 1,800,000 FCFA | Noticeable |
| 2,000,000 FCFA | 300,000 FCFA | 3,600,000 FCFA | Heavy |
| 5,000,000 FCFA | 750,000 FCFA | 9,000,000 FCFA | Critical |
At 2,000,000 FCFA in monthly sales, the annual commission (3,600,000 FCFA) more than funds a premium own store. These amounts are a 2026 order of magnitude.
Mini case study
Moussa sells crafts in Dakar: 1,500,000 FCFA in monthly sales, all through a marketplace at 15 %. He pays 225,000 FCFA in commission per month, or 2,700,000 FCFA a year, and knows none of his customers. By launching an own store at 1,500,000 FCFA, he keeps the marketplace for discovery (30 % of sales) and shifts 70 % to his store. Estimated commission saving: 1,890,000 FCFA in the first year, plus a customer base he can re-market to — the store pays back in under a year.
FAQ
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Must I leave the marketplace to open my store?
No, the hybrid strategy is often the most profitable. Keep the marketplace for discovering new customers, and push your loyal buyers to your own store where you pay no commission.
What commission do marketplaces take in 2026?
As an order of magnitude, between 10 and 20 % depending on category and platform. On 2,000,000 FCFA in monthly sales, 15 % is 3,600,000 FCFA a year of margin given away.
Why does customer data matter so much?
Because a customer whose contact you own can be re-marketed for free by WhatsApp or email, while a marketplace customer is invisible to you. Owning the data means selling again without paying acquisition twice.
How much does an own store cost at Kolonell?
From 250,000 FCFA for a starter e-commerce storefront to 4,000,000 FCFA for a premium build. It's a one-time investment, no per-sale commission, with Wave and Orange Money integrated.
Does an own store bring traffic by itself?
No, that's its one drawback: you must feed it traffic via SEO, social media and ads. That's why hybrid works so well — the marketplace brings, the store retains.
Let's talk about your project. We'll model your marketplace, own-store or hybrid strategy by volume. 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.
