The verdict in three sentences
An in-house online ordering app lets the restaurant collect directly, without handing 25 to 30 % commission to an aggregator. With mobile money payment and delivery managed in-house, the restaurant keeps the margin and the customer relationship. The app costs between 800,000 and 2,500,000 FCFA, often less than a single year of commissions paid to third-party platforms.
The aggregator trap
Delivery platforms bring volume, but at a price that eats the whole margin: 25 to 30 % commission, full control of customer data, and a customer who belongs to the platform, not the restaurant. Every 5,000 FCFA order leaves 1,250 to 1,500 FCFA with the aggregator, on a margin already squeezed by ingredient costs.
An in-house app flips the balance of power: the restaurant owns its customers, communicates with them directly, and only pays mobile money fees (around 1 %).
| Item | Third-party aggregator | In-house app |
|---|---|---|
| Commission per order | 25-30 % | 0 % |
| Payment fees | Included in commission | ~1 % mobile money |
| Customer data ownership | Platform | Restaurant |
| Direct communication | Banned or limited | Free (SMS, promos) |
| Menu/brand customisation | Standardised | Total |
| Loyalty | To the platform | To the restaurant |
App cost vs annual commission
The decisive calculation compares the one-off app cost to the commissions paid year after year. Here are the 2026 ballpark figures by online sales volume.
| Online sales/month | Aggregator commission 27 % | Annual commission cost | In-house app cost | Year-1 saving |
|---|---|---|---|---|
| 1,500,000 FCFA | 405,000 FCFA/month | 4,860,000 FCFA | 800,000 FCFA | 4,060,000 FCFA |
| 4,000,000 FCFA | 1,080,000 FCFA/month | 12,960,000 FCFA | 1,800,000 FCFA | 11,160,000 FCFA |
| 8,000,000 FCFA | 2,160,000 FCFA/month | 25,920,000 FCFA | 2,500,000 FCFA | 23,420,000 FCFA |
Even adding in-house delivery costs (riders, motorbike, fuel), the gap stays massively in the app's favour once volume passes a few hundred orders a month.
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Mini case study
Kossi runs a restaurant doing 4,000,000 FCFA in online sales/month via an aggregator at 27 %, i.e. 1,080,000 FCFA in monthly commission, or 12,960,000 FCFA/year.
He invests 1,800,000 FCFA in a direct-ordering app with mobile money payment, and hires two motorbike riders (total delivery cost estimated at 400,000 FCFA/month). New monthly bill: ~40,000 FCFA mobile money fees + 400,000 FCFA delivery = 440,000 FCFA, versus 1,080,000 FCFA before. Net saving: 640,000 FCFA/month. The app pays for itself in under three months, and Kossi now owns his customer base.
FAQ
Will I lose the aggregator's customers? You can keep the aggregator for discovery while pushing loyal customers to your app with exclusive promos. Many restaurants migrate 60 to 70 % of their volume within a year to the cheaper direct channel.
How do I handle delivery without a platform? The app includes a rider assignment module with order tracking. You employ your own riders or work with freelancers paid per trip, keeping cost control.
Are the main mobile wallets integrated? Yes, a unified payment module handles the main mobile wallets, letting the customer choose their operator. Payment is confirmed by webhook before the order is validated.
Does the app work on entry-level phones? Yes, it is optimised for 3G and modest devices, with a light web version accessible without download. This is essential to reach the widest customer base.
How long to go live? Budget 4 to 7 weeks depending on modules. An MVP with catalogue, cart and mobile money payment can ship in about a month, with delivery management coming in a second phase.
Let's talk about your project. We build your in-house ordering and delivery app with mobile money payment, so you take back control of your margin. 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.
