The verdict in three sentences
A non-prepaid return costs twice the shipping: the empty outbound and the parcel's return. Return rates vary widely — 22% in fashion, 9% in electronics — and they're managed, not endured. A clear returns policy raises conversion by about 17% because it removes the purchase barrier.
Return rates by category
Knowing your expected return rate lets you budget it. Here are the 2026 orders of magnitude by category.
| Category | Return rate | Main cause | Avg cost of a return |
|---|---|---|---|
| Fashion & apparel | 20-22% | Size / color | 3,500-5,000 FCFA |
| Shoes | 15-18% | Fit | 3,500-5,000 FCFA |
| Electronics | 8-9% | Defect / expectation | 4,000-6,000 FCFA |
| Cosmetics | 4-6% | Wrong product | 2,500-3,500 FCFA |
| Food | 2-3% | Freshness | 2,000-3,000 FCFA |
A 4,000 FCFA fashion return on an 18,000 FCFA basket eats over 20% of margin if nothing is planned.
The cost of reverse logistics
A return has a composite cost. Breaking it down helps decide what to refund and what to leave to the customer.
| Line item | Cost (2026 order of magnitude) |
|---|---|
| Return transport | 1,500-3,000 FCFA |
| Quality check | 500-1,000 FCFA |
| Reconditioning | 500-1,500 FCFA |
| Mobile money refund fee | 0.5-1% of amount |
| Loss if product unsellable | up to 100% |
A good policy sets a window (7 days), requires original condition, and refunds within 48 to 72 h to preserve trust.
Mini case study
Fatou sells women's fashion in Lagos: 200 orders/month, basket 18,000 FCFA. Return rate 22%, i.e. 44 returns at 4,000 FCFA = 176,000 FCFA/month of reverse logistics. She adds a precise size guide and worn-item photos: the rate drops to 15%, i.e. 30 returns = 120,000 FCFA. Saving: 56,000 FCFA/month. On top, the clear posted policy lifts her conversion by 17%, adding about 34 orders.
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FAQ
Why does a COD return cost double?
Because you pay the outbound (initial delivery) then the parcel's return, without collecting anything if the customer refuses. Each failure weighs 3,000 to 6,000 FCFA.
Does a returns policy really lift sales?
Yes: a clear, visible policy adds about 17% conversion. Buyers hesitate less when the risk is framed.
What refund window should I aim for?
48 to 72 hours after receiving the return. Beyond that, disputes and negative reviews rise sharply.
What's a normal fashion return rate?
Between 20 and 22% in 2026. A size guide and worn-item photos often bring it toward 15%.
Should I refund delivery fees?
Only for a product defect or your own error. For a convenience return, the customer usually keeps the outbound fee.
Let's talk about your project. We set up your returns policy and reverse logistics. 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.
