The verdict in three sentences
Delivery aggregators (Glovo/Bolt-type) take 20 to 30 % per order, margin that evaporates on every dish sold. An owned order-and-delivery app with mobile money payment and in-house riders becomes profitable past roughly 300 orders/month. Below that, the aggregator stays simpler; above it, the owned channel earns millions a year.
The real cost of an aggregator
The aggregator brings demand but takes a heavy commission and cuts you off from the customer relationship (you know neither the buyer's name nor number). The owned app flips this: zero commission, customer data yours, but you must generate demand and organize delivery.
| Item | Via aggregator | Owned app | Effect |
|---|---|---|---|
| Commission / order | 22 % | 0 % | -22 pts |
| Order at 8,000 FCFA | 6,240 FCFA net | 8,000 FCFA net (-delivery) | +margin |
| Rider cost / order | included | ~800-1,200 FCFA | to organize |
| Customer data | aggregator | restaurant | loyalty |
| Payment | platform | mobile money direct | cash flow |
| Demand marketing | aggregator | restaurant | to fund |
The break-even point
Average order 8,000 FCFA, aggregator commission 22 % = 1,760 FCFA saved per owned order. In-house rider cost estimated at 1,000 FCFA/order, a net gain of ~760 FCFA/order.
| Element | 2026 value (order of magnitude) |
|---|---|
| Commission saved / order | 1,760 FCFA |
| In-house rider cost / order | 1,000 FCFA |
| Net gain / order | 760 FCFA |
| App + delivery cost | 900,000 FCFA |
| Break-even (cumulative orders) | ~1,180 orders |
| At 300 orders/month | break-even in ~4 months |
| Annual gain at 400 orders/month | ~3,650,000 FCFA |
Past 300 orders/month, the owned app pays back fast and every further order is net gain.
Mini case study
Kwame, who runs a restaurant in Kumasi, does 380 delivery orders a month via an aggregator at 22 %. He launches his own ordering app with mobile money payment and two motorbike riders. He keeps the aggregator to capture new customers but pushes his regulars to his app (a -10 % code on the first direct order). Six months later, 240 orders/month go direct: at ~760 FCFA net gain per order, he clears ~182,000 FCFA more per month and recovers his customers' numbers to re-engage them by WhatsApp.
FAQ
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Should you drop aggregators entirely?
No. They remain an acquisition channel for new customers. The winning play is hybrid: aggregator to be discovered, owned app to retain repeats commission-free.
How do you replace the demand the platform brought?
With the customer base you finally build: WhatsApp, SMS, social media and a first-direct-order promo code. Each customer brought home no longer costs 22 % for life.
In-house riders or contractors?
Both models work. In-house riders cost ~800-1,200 FCFA/order and give service control; per-run contractors avoid fixed costs when volume is irregular.
What minimum volume to start?
Around 300 orders/month: below that, organizing delivery outweighs the commission saved. Above it, the owned app becomes clearly profitable.
Is pay-on-delivery handled?
Yes: mobile money and cash on delivery are supported, with payment confirmation before dispatch to limit unpaid orders.
Let's talk about your project. We build your ordering-and-delivery app with mobile money payment and rider management to take your margins back from the aggregators. 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.
