The verdict in three sentences
A clear returns policy reassures buyers and lifts conversion, but poorly framed it destroys margin — especially in fashion where returns hit 20 to 30 %. The three levers to set are the return window (7 to 14 days), the refund mode (mobile money versus store credit) and who pays the return fees. In 2026, a mobile money or Paystack refund within D+1 to D+5 with a simple rule protects both conversion and cash flow.
Returns policy by reason
Not all returns are equal: a defective product and a simple change of mind don't call for the same rule. Here is a balanced 2026 framework.
| Return reason | Recommended policy | Fees paid by | Conversion effect |
|---|---|---|---|
| Defective product | Full refund | Merchant | Strong |
| Wrong size (fashion) | Exchange or credit | Shared | Medium to strong |
| Change of mind | Store credit within 7 d | Customer | Medium |
| Item not as described | Full refund | Merchant | Strong |
| Return past window | Refused or partial credit | Customer | Weak |
The key is clarity: a policy shown plainly on the product page and at checkout reassures as much as it curbs abuse.
Refund timing and reverse-logistics cost
Refund timing weighs on reputation; reverse logistics (collect, inspect, restock) weighs on margin. Here is the 2026 order of magnitude.
| Refund mode | Typical delay | Processing cost | Customer satisfaction |
|---|---|---|---|
| Mobile money refund | D+1 to D+3 | Low | High |
| Paystack / card refund | D+2 to D+5 | Low | High |
| Store credit | Immediate | Very low | Medium |
| Reverse logistics (pickup) | 2 to 5 d | 1,500 to 3,000 FCFA | Variable |
API mobile money refunds are fast and cheap; the real cost line is reverse logistics, which you must build into the sale price on high-return categories.
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Mini case study
Aissatou, who runs a fashion store in Lagos, faced 25 % returns on 160 orders/month, i.e. 40 returns. She refunded everything by manual transfer at D+10, generating complaints. She clarifies her policy (store credit within 7 d for change of mind, full mobile money refund for defects) and automates refunds via API at D+2. Result: change-of-mind returns convert 60 % into store credit (i.e. retained sales), the net return rate falls to 17 %, and satisfaction rises thanks to the fast refund.
FAQ
What return window should I offer? The 2026 order of magnitude is 7 to 14 days. Too short scares buyers off, too long raises opportunistic returns; 7 to 10 days is a good compromise.
Refund in cash or store credit? Store credit keeps revenue in the store and suits change of mind; a mobile money refund is morally required for a defective product and lands within D+1 to D+5.
Who pays the return fees? For a defect or a store error, the merchant; for a change of mind, the customer. This simple rule curbs abuse while staying fair.
Is a 20 to 30 % fashion return rate normal? Yes, fashion is the most affected category because of sizing. You reduce it with precise size guides, good photos and verified customer reviews.
Can refunds be automated? Yes, via the payment provider's API: a mobile money or Paystack refund fires in one click and settles within a few days, with a secure webhook to trace every operation.
Let's talk about your project. We set up your returns policy and automated mobile money refunds. 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.
