The verdict in three sentences
A four-step payment funnel loses shoppers at every loading screen, while a one-page checkout keeps the context and the buying momentum. With 80-90 % mobile traffic, as in Lagos, the number of fields and completion time matter more than the visuals. Our 2026 recommendation: a single page, 5 to 7 fields, mobile money pre-selected and the number pre-filled to target completion in under 90 seconds.
Three checkout architectures compared
The choice sits between three models. Multi-step reassures on large baskets but multiplies drop-off points; the single page concentrates the effort; express (recognized wallet) removes almost all typing.
| Model | Screens | Fields | Target completion | Relative conversion |
|---|---|---|---|---|
| Multi-step (4 screens) | 4 | 12-16 | 150-210 s | Baseline |
| One page | 1 | 5-7 | 70-90 s | +10 to +20 % |
| Express (wallet) | 1 | 2-3 | 30-45 s | +20 to +25 % |
| One page + pre-filled MoMo | 1 | 4-6 | 60-80 s | +15 to +22 % |
| Optimized multi-step | 3 | 9-11 | 120-160 s | +4 to +8 % |
What drives shoppers away at checkout
Every friction has a measurable cost. Here are the orders of magnitude seen on West African stores in 2026 (estimates).
| Friction | Associated drop-off | Fix | Estimated gain |
|---|---|---|---|
| Too many fields (>10) | 20-28 % | Cut to 5-7 | +8 to +14 % |
| Forced account creation | 25-35 % | Guest checkout | +12 to +25 % |
| Manual MoMo number entry | 10-18 % | Pre-fill | +5 to +9 % |
| Load > 3 s between screens | 15-22 % | Single page | +6 to +12 % |
| Poorly placed payment option | 8-14 % | MoMo first | +6 to +10 % |
| No reassurance | 10-16 % | Trust microcopy | +5 to +12 % |
Mini case study
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Koffi runs a sneaker shop in Lagos, average basket 28,000 FCFA (approx. €43), traffic 1,200 visits/month, current conversion 1.4 % with a four-screen funnel, i.e. about 17 orders. Switching to a one-page checkout with pre-filled wallet number, he targets +15 % conversion, i.e. 1.6 % and 19-20 orders. Over a month that is 56,000 to 84,000 FCFA of extra revenue, for a change delivered in a few days.
FAQ
Does a one-page checkout work for large baskets? Yes, but keep the summary permanently visible. Above 100,000 FCFA, adding an explicit confirmation reassures without breaking momentum; the conversion impact stays positive at 8 to 15 %.
Exactly how many fields should I target? The optimum is 5 to 7 fields: name, phone/MoMo number, address or pickup point, and payment choice. Each field removed beyond the essentials earns 2 to 4 % completion.
Is pre-filling the mobile money number reliable? When the customer is logged in or returning, yes: you retrieve the previously used number. This cuts mobile typing, the source of 10 to 18 % of drop-offs, and speeds validation.
Should express payment come first? If the wallet is widely recognized locally, yes: express shows a +25 % higher completion rate thanks to just 2-3 fields. Place it first, standard MoMo right below.
What completion time should I aim for? Under 90 seconds on mobile 3G/4G. Beyond that, drop-off climbs sharply; every extra screen adds critical loading seconds on West African networks.
Let's talk about your project. We audit your funnel and deliver an optimized one-page mobile money checkout. 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.
