The verdict in three sentences
White-label lets you sell websites under your brand while the agency produces behind the scenes. You pocket a margin of 20 to 40 % without hiring or managing developers. The model suits a salesperson, a communications agency or a consultant who wants to add web to their offer without technical risk.
Reseller vs referrer
Two models coexist, not to be confused. The reseller buys wholesale and resells under their brand; the referrer earns a commission on a sale signed in the agency's name.
| Criterion | White-label reseller | Referrer (apporteur) |
|---|---|---|
| Brand shown | Yours | The agency's |
| Payment | Margin 20-40 % | Commission 8-15 % |
| Client relationship | You manage it | The agency manages it |
| Price setting | Free | Set by the agency |
| Invoicing | You invoice | The agency invoices |
| Production burden | None | None |
The reseller controls the final price and relationship, so captures more margin; the referrer, simpler, just makes the introduction.
The reseller economics
The margin depends on the wholesale price negotiated with the agency and the resale price. Here's a 2026 order of magnitude.
| Product | Agency wholesale price | Resale price | Reseller margin | Margin % |
|---|---|---|---|---|
| Starter showcase | 180,000 FCFA | 300,000 FCFA | 120,000 FCFA | 40 % |
| Growth showcase | 350,000 FCFA | 550,000 FCFA | 200,000 FCFA | 36 % |
| Starter e-commerce | 750,000 FCFA | 1,100,000 FCFA | 350,000 FCFA | 32 % |
| Growth e-commerce | 1,500,000 FCFA | 2,200,000 FCFA | 700,000 FCFA | 32 % |
| Maintenance/month | 25,000 FCFA | 50,000 FCFA | 25,000 FCFA | 50 % |
Recurring maintenance offers the best relative margin and builds predictable revenue: 20 sites on maintenance at a 25,000 FCFA margin is 500,000 FCFA/month guaranteed.
Why this model is booming in Africa
Many communications agencies, printers and consultants already have the clients but not the technical capacity. White-label opens the web market to them without investing in a developer team (salaries of 300,000 to 800,000 FCFA/month per profile). They monetize their existing portfolio immediately.
Mini case study
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Aminata runs a small communications agency in Accra. She sells 3 Growth showcases/month at 550,000 FCFA under her brand, bought at 350,000 FCFA from the partner agency white-label. Her margin: 200,000 FCFA x 3 = 600,000 FCFA/month. She also places 10 maintenance contracts at 50,000 FCFA (25,000 FCFA margin), i.e. 250,000 FCFA/month recurring. Monthly total: 850,000 FCFA in margin, without a single salaried developer.
Kolonell referral program
If white-label feels too committing, the Kolonell referral (apporteur d'affaires) program is the simplest entry: you introduce a client, we sell and deliver, you take the commission. The rates are clear and stackable.
| Pillar | Referrer commission | Recurring |
|---|---|---|
| Showcase | 15 % | 5 % |
| E-commerce | 12 % | 5 % |
| Marketplace | 10 % | - |
| Institutional | 8 % | - |
On a Growth e-commerce at 2,000,000 FCFA, the referrer earns 240,000 FCFA with no burden.
FAQ
What's the concrete difference between reseller and referrer? The reseller sets their price and invoices under their brand (margin 20-40 %), the referrer earns a fixed commission (8-15 %) on a sale in the agency's name. The first manages the client, the second only introduces them.
Is upfront investment needed? No, the white-label model requires no stock or advance: you only pay the agency once the client signs and the deposit is collected.
Who handles client support? In white-label, you remain the point of contact; the agency delivers under your brand behind the scenes. As a referrer, the agency handles all support directly.
Is recurring revenue shared? Yes, maintenance generates shared recurring revenue: 25,000 FCFA margin/month per site as a reseller, or 5 % as a referrer, building a predictable floor.
How many sales to live off it? With 3 Growth showcases/month plus 10 maintenance contracts, a reseller reaches roughly 850,000 FCFA in monthly margin, a comfortable income in Accra or Lagos.
Let's talk about your project. Let's launch your white-label reseller or referrer business. 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.
