The verdict in three sentences
In Touba as in Kaolack, the physical market hits a ceiling quickly: your best potential customers are in Dakar, Thiès, Saint-Louis and the diaspora, and they already buy on WhatsApp. With a clean catalogue, Wave or Orange Money payment at order time and intercity delivery at 2,000-5,000 FCFA passed on to the buyer, you can sell beyond your neighbourhood without renting a shop. The course E-commerce: selling online in Senegal and francophone Africa, taught in French, gives you this method in 12 hours for 50,000 FCFA (about 76 EUR).
What selling online from Touba or Kaolack really costs
The first mistake traders make is believing they need a 500,000 FCFA website to start. In 2026, most online sales in Senegal begin on WhatsApp Business, a free catalogue page and a Wave payment link. Here are the real cost items, as 2026 orders of magnitude.
| Item | Budget option | Structured option | Comment |
|---|---|---|---|
| Online catalogue | 0 FCFA (WhatsApp Business) | 10,000-20,000 FCFA/month (hosted store) | Start free, migrate after 30 orders/month |
| Payment collection | Wave merchant, 1% fee | Orange Money merchant, 1-1.5% | No card terminal to buy |
| Delivery Touba or Kaolack to Dakar | 2,000-3,000 FCFA (bus or carrier) | 4,000-5,000 FCFA (door-to-door courier) | Build into price or charge separately |
| Marketplaces (Jumia, Expat-Dakar) | 0 FCFA to sign up | 10-20% commission per sale | Good for visibility, not for margin |
| Product photos | Smartphone + daylight | 25,000-50,000 FCFA (photographer, 30 photos) | Photo quality drives conversion |
| Facebook/Instagram ads | 0 FCFA (statuses, groups) | 15,000-50,000 FCFA/month | Launch only once your funnel converts |
A Kaolack trader selling 40 parcels a month with a 15,000 FCFA average basket, a 1% Wave fee and delivery charged to the buyer keeps almost all of the margin. On a marketplace charging 15% commission, the same activity would cost 90,000 FCFA a month.
Which course to choose: 2026 comparison
You can learn alone, pay a local centre or follow a structured programme. The deciding question is simple: does the course get you to collect a first order, or only to watch videos?
| Option | 2026 price | Duration | What you get | Limitation |
|---|---|---|---|---|
| Free YouTube videos | 0 FCFA | Unlimited, scattered | General tips, often built for France or the US | No Wave, no Senegalese logistics |
| International online certificate | 0-30,000 FCFA | 10-40 h | E-commerce theory, Shopify, bank cards | Poor fit for mobile money |
| Workshop at a centre in Kaolack or Dakar | 60,000-150,000 FCFA | 2-5 days | In-person support | Travel, fixed dates, variable content |
| Kolonell E-commerce course | 50,000 FCFA | 12 h, self-paced | Catalogue, pricing, Wave/Orange Money, delivery, loyalty | Requires weekly action |
| Full Kolonell track (5 levels) | 350,000 FCFA instead of 450,000 | Several months | From first product to profitable store | Longer commitment |
The course is level 2 of the E-commerce and online selling track, at beginner level. It starts from what you already sell, in your shop or on WhatsApp, and turns it into a process: product sheets, delivered price, order taking, payment, shipping, customer follow-up.
What you learn, step by step
| Step | Content | Expected result |
|---|---|---|
| 1. Offer | Pick 10 to 20 products that travel well (fabrics, incense, processed groundnuts, cosmetics) | A short, profitable catalogue |
| 2. Delivered price | Include 2,000-5,000 FCFA delivery and payment fees | A known net margin per product |
| 3. Storefront | WhatsApp Business, catalogue, statuses, simple store | A link shareable in 1 click |
| 4. Payment | Wave and Orange Money at order time, deposit for large baskets | Zero unpaid parcels delivered |
| 5. Logistics | Touba-Dakar and Kaolack-Dakar carriers, customer tracking | Delivery in 24-48 h |
| 6. Loyalty | Broadcast lists, Magal or Tabaski offers, referrals | Customers who recommend you |
Mini case study
Learn this skill with Kolonell Academy
Short, practical online courses (taught in French), graded exercises, certificate. Pay with Wave or Orange Money.
Modou, 31, sells fabrics and Touba coffee at the Ocass market. He invests 50,000 FCFA in the course and 10,000 FCFA a month in a hosted store. In his second month he ships 25 parcels to Dakar and the diaspora, with an 18,000 FCFA average basket and a 25% net margin, about 112,500 FCFA of extra margin per month. The course pays for itself in just over 2 weeks of online activity. These figures are a 2026 order of magnitude, not a promise: results depend on your products and your consistency.
FAQ
Do I need a website to sell online from Touba?
No. The course starts with WhatsApp Business and a Wave payment link, both free. A store at 10,000-20,000 FCFA a month becomes useful beyond roughly 30 orders a month.
How do I avoid parcels refused on delivery?
By asking for Wave or Orange Money payment at order time, or a 30 to 50% deposit for baskets above 50,000 FCFA. The logistics module details the confirmation scripts.
I am not comfortable with my phone, is it too technical?
The course is rated beginner. The 12 hours are split into short lessons you can follow on a smartphone, with no technical prerequisite.
How do I pay for the course?
The 50,000 FCFA fee is paid by Wave or Orange Money directly on the course page. Access opens immediately after payment.
Can I sell to the diaspora in Europe?
Yes, many Touba traders sell to diaspora customers who pay via Wave or through a relative in Senegal. Count 8,000 to 15,000 FCFA per kilo for air freight, built into your price.
Take the next step. Enroll in E-commerce: selling online in Senegal and francophone Africa: 12 hours, taught in French, 50,000 FCFA (about 76 EUR), Kolonell Academy 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.
