The verdict in three sentences
A vague return policy breeds disputes, negative reviews and costly mobile money refunds (~1 % MoMo fee on top of shipping). A clear policy reassures at purchase and adds +8 to +12 % conversion, while framing abuse. The most profitable 2026 lever in Johannesburg: favour exchange over refund, which turns 30-50 % of returns into a retained sale.
Three return policies compared
From no returns to exchange-first, each option trades off customer trust, cost and fraud risk. Here is the 2026 impact.
| Criterion | No returns | 7-day returns | Exchange-first |
|---|---|---|---|
| Conversion effect | Baseline | +8 to +12 % | +6 to +10 % |
| Cost per return | 0 (but disputes) | 1,500-3,000 FCFA + 1 % MoMo | Reduced (no refund) |
| Fraud risk | — | 2-5 % | Lower |
| Customer satisfaction | Low | High | High |
| Margin preserved | Disputes | Medium | Better |
The real cost of a return and the target delay
A return stacks up shipping, refund and handling. Count the delay too: a refund beyond 72 h triggers chasing and bad reviews. 2026 order of magnitude.
| Item | Cost / target |
|---|---|
| Return shipping | 1,000-2,000 FCFA |
| MoMo refund fee | ~1 % of amount |
| Reconditioning | 200-500 FCFA |
| Target refund delay | < 72 h |
| E-commerce return rate | 8-15 % |
| Return fraud | 2-5 % |
Mini case study
Nadège, who runs a fashion shop in Johannesburg, faced 12 % returns with no written policy, all refunded in cash with fees and disputes. By posting a "7-day returns, exchange-first, MoMo refund within 72 h" policy, 40 % of her returns became exchanges (different item, same value). On 100 orders a month and 12 returns, that retains ~5 sales of 20,000 FCFA, i.e. 100,000 FCFA of preserved revenue, and her conversion gained +9 % thanks to the displayed trust.
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| Pole | Sale commission | Recurring |
|---|---|---|
| Showcase site | 15 % | +5 % |
| E-commerce | 12 % | — |
| Marketplace | 10 % | — |
| Institutional | 8 % | — |
FAQ
Do I really have to accept returns? Yes: a clear return policy adds +8 to +12 % conversion because it removes the fear of choosing wrong. No returns saves on paper but breeds disputes and bad reviews that cost more.
How do I avoid costly refunds? Favour exchange: 30-50 % of returns become another item, with no MoMo refund fee or lost sale. Reserve refunds for cases where exchange is impossible.
What refund delay should I target? Under 72 h. Beyond that the customer chases, posts a bad review and stops buying. A fast Wave/Orange Money refund is a powerful loyalty argument.
How do I limit return fraud? Require the item back in its condition, trace refunds and flag repeat offenders. Fraud runs around 2-5 %; a written policy and simple checks keep it contained.
What return rate is normal? In 2026 e-commerce, expect 8-15 % by category (fashion is higher than electronics). Above that, check your product pages, sizes and photos.
Let's talk about your project. We set up your return policy, one-click exchange and Wave/Orange Money refund within 72 h. 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.
