The verdict in three sentences
In Touba, in-store trade is strong, but customers in Dakar and the diaspora already order through WhatsApp and Wave. Selling online only pays if you calculate your margin per channel, including delivery, commissions and returns. The Kolonell 12-hour course at 50,000 FCFA gives you that method, with a clear goal: a first order paid by Wave within 30 days.
How much you really keep on an online sale from Touba
A trader at the Ocass market who sells a bazin outfit for 25,000 FCFA to a customer in Dakar does not keep 25,000 FCFA. He pays for packaging, Touba to Dakar delivery, sometimes a marketplace commission, and absorbs parcels refused under cash on delivery. The table below compares channels for an item sold at 25,000 FCFA and bought at 15,000 FCFA (2026 order of magnitude).
| Sales channel | Selling costs | Delivery paid by you | Non-payment risk | Estimated net margin |
|---|---|---|---|---|
| Shop in Touba (walk-in customer) | 0 FCFA | 0 FCFA | None | 10,000 FCFA |
| WhatsApp Business + Wave payment before shipping | Wave fee 1% (250 FCFA) | 0 FCFA if charged to customer | Low | 9,750 FCFA |
| WhatsApp + cash on delivery | 0 FCFA | 2,500 FCFA (Touba to Dakar) | 10 to 20% refusals | 6,000 to 7,500 FCFA |
| Facebook page and shop + ads at 3,000 FCFA/day | Ad cost per sale 2,000 to 4,000 FCFA | 2,500 FCFA | Medium | 4,500 to 6,500 FCFA |
| Marketplace (10 to 20% commission) | 2,500 to 5,000 FCFA | Variable | Low | 5,000 to 7,500 FCFA |
| Diaspora sale (Europe, grouped shipping) | Wave fee 1% | 6,000 to 9,000 FCFA per kg, recharged | Low if prepaid | 8,000 to 10,000 FCFA |
The lesson is simple: Wave or Orange Money payment before shipping protects your margin, and delivery must be shown to the customer, not silently absorbed. That is exactly what modules 3 and 4 of the course cover.
Training options for a Touba trader
| Option | 2026 cost | Format | Main limitation |
|---|---|---|---|
| YouTube and TikTok tutorials | 0 FCFA | Scattered videos | Nothing on Wave, regional delivery or the diaspora |
| Free online e-commerce certificates | 0 FCFA | 10 to 30 h, often in English | Built around Shopify and bank cards |
| In-person training in Dakar | 75,000 to 150,000 FCFA + travel (about 10,000 FCFA return) | 2 to 3 days | Closing the shop for several days |
| Agency-built website | 1,000,000 FCFA and up | Project | Pointless before you have online sales |
| Kolonell course "E-commerce: selling online in Senegal" | 50,000 FCFA (about 76 EUR) | 12 h on your phone, at your own pace | Needs 2 to 3 h of practice a week |
| Full E-commerce track (5 levels) | 350,000 FCFA instead of 450,000 | Several months | Longer commitment |
The six modules cover choosing products and prices, the sales channel (WhatsApp Business catalogue, Facebook shop or website), collecting Wave, Orange Money and cash-on-delivery payments without fraud, delivery to Dakar, the regions and the diaspora, product listings and sales messages, then retention and tracking. The full programme is on the page of the E-commerce course: selling online in Senegal and French-speaking Africa, taught in French, level 2 Practical of the E-commerce and online selling track.
Mini case study
Modou, 29, runs a cosmetics shop with his uncle near the Great Mosque of Touba. He already sends 3 to 4 parcels a week to customers in Dakar, cash on delivery, with about 20% refusals. Each refusal costs him the round trip, about 5,000 FCFA.
After the course (50,000 FCFA, paid with Wave), he switches to Wave payment before shipping for new customers and charges 2,500 FCFA for delivery. Over a month of 16 parcels, he avoids about 3 refusals, saving 15,000 FCFA, and recovers 16 × 2,500 = 40,000 FCFA in delivery he used to absorb. Estimated monthly gain: 55,000 FCFA. The course pays for itself in under a month. 2026 order of magnitude, to adapt to your volume.
Learn this skill with Kolonell Academy
Short, practical online courses (taught in French), graded exercises, certificate. Pay with Wave or Orange Money.
FAQ
Do I need a website to take the course?
No. The course starts from a free WhatsApp Business catalogue and Facebook page. A full e-commerce site is only recommended from about 30 online orders a month.
How do I deliver from Touba to Dakar without losing money?
Count 2,000 to 3,500 FCFA per parcel through carriers and buses linking Touba and Dakar. The course shows how to build a clear delivery price list and have the customer pay it, with a Wave deposit for heavy orders.
Can I sell to the diaspora in France or Italy?
Yes, with Wave or card payment before shipping and grouped shipping through a forwarder, about 6,000 to 9,000 FCFA per kilo in 2026. A whole module covers the diaspora.
I am not comfortable with writing, is it suitable?
Lessons are short and phone-friendly, with message templates to copy. Allow 12 hours in total, spread over 3 to 4 weeks.
How do I pay for the course?
50,000 FCFA by Wave or Orange Money. A Kolonell Academy certificate is issued once you complete the lessons and quizzes.
Take the next step. Enroll in E-commerce: selling online in Senegal and French-speaking Africa: 12 hours of lessons in French, 50,000 FCFA (about 76 EUR / 83 USD), completion certificate. Pay with Wave or Orange Money. Questions? 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.
