The verdict in three sentences
In Accra, a clear return policy boosts conversion by 5 to 12 %, well beyond what it costs in real returns. The e-commerce return rate sits between 8 and 20 % by category, and each return has a measurable processing cost you must manage. A fast mobile money refund (T+1 to T+3 via Wave/OM) is the number-one driver of repurchase.
The real cost of a return
A return is not just a refund: it is reverse logistics, reconditioning and after-sales time.
| Item | Cost per return (2026) | Comment |
|---|---|---|
| Reverse logistics (pickup) | 800-1,800 FCFA | By Accra zone |
| Reconditioning / check | 300-800 FCFA | Packaging, test |
| After-sales handling time | 500-1,200 FCFA | 15-30 min agent |
| Mobile money refund fee | 0-1 % | By amount |
| Loss if unsellable | 0-100 % of product | Perishable, custom |
On a 25,000 FCFA basket, a standard return costs 1,800 to 3,800 FCFA to process, excluding product loss. Hence the value of cutting return causes at the source (precise product pages, sizes, real photos).
Return policy: who pays what
Clarity on fees and timelines reassures the buyer and frames your costs.
| Return reason | Return cost borne by | Refund | Timeline |
|---|---|---|---|
| Defective product | Merchant | Full | T+1 to T+2 |
| Order error (merchant) | Merchant | Full | T+1 to T+2 |
| Customer changed mind | Customer | Excl. delivery fee | T+2 to T+3 |
| Wrong size | Shared / exchange | Exchange first | T+2 to T+3 |
| Not as described | Merchant | Full | T+1 |
Offering an exchange before a refund preserves revenue: 40 to 60 % of size returns can become exchanges.
Mini case study
Moussa runs a shoe store in Accra with 250 orders/month and an 18 % return rate, i.e. 45 returns. By posting a clear policy (return within 7 days, Wave refund T+2, free size exchange), his conversion rises 8 %. On a 28,000 FCFA basket, that adds 250 × 0.08 = 20 orders/month, i.e. 560,000 FCFA extra revenue. The return overcost stays stable (~45 × 2,800 = 126,000 FCFA), and exchanges recover 20 size returns as preserved sales. Net gain exceeds 400,000 FCFA/month.
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FAQ
Won't a generous return policy blow up my costs?
Rarely: the conversion uplift (+5 to 12 %) exceeds the overcost of extra returns. The key is cutting causes at the source with precise product pages.
How fast should you refund via Wave or Orange Money?
Aim for T+1 to T+3 after receiving the returned product. A fast refund is the top driver of repurchase and good reviews.
Should the customer pay return shipping?
Yes for a simple change of mind, no for a defect or your own error. This split is understood and accepted by buyers.
How do you limit wrong-size returns?
Detailed size guide, worn photos, and exchange-first rather than refund. This converts 40 to 60 % of these returns into exchanges.
What return rate should you target in 2026?
Between 8 and 20 % by category; fashion and shoes sit at the top. Below 8 %, your policy may be too restrictive and hurt conversion.
Let's talk about your project. We set up your return flow, exchange and automated mobile money refund. 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.
