The verdict in three sentences
A vague returns policy costs sales; a clear one wins them, because it removes the fear of buying online in a still-wary market. Easy returns lift conversion by 12 % on average, at a manageable logistics cost if the rules are written. The critical point is not accepting returns, it is framing deadline, condition, fees and mobile money refund before the first dispute.
The four rules to put in writing
A returns policy comes down to four parameters. Set them according to your margin and category, then display them unambiguously on the product page.
| Rule | 2026 recommendation | Impact |
|---|---|---|
| Return window | 7 to 14 days | Conversion +12 % beyond 7 days |
| Required condition | New, tag, packaging | Return fraud -40 % |
| Return fees | Buyer for convenience, you if defect | Margin protected |
| Refund delay | 48 to 72 h via Wave/OM | Seller rating +0.4 pt |
| Refund method | Mobile money or store credit | Retention +8 % |
The line "refund within 72 h via Wave" reassures more than any marketing pitch. Store credit protects your cash flow while keeping the customer.
What a return really costs
Returns are not free, but their cost is predictable. Here are the 2026 orders of magnitude for an online seller in Senegal or Côte d'Ivoire.
| Item | 2026 unit cost | Note |
|---|---|---|
| Reverse logistics (courier) | 1,500 - 3,500 FCFA | By zone |
| Inspection and restocking | 500 - 1,200 FCFA | Labor |
| Mobile money refund fee | 1 - 1.5 % | Wave / OM |
| Loss on damaged product | 0 - 100 % | Depends on condition |
| Average cost per return | 2,500 - 5,000 FCFA | All categories |
With an 8 % return rate on 400 monthly orders, i.e. 32 returns, the monthly cost is around 96,000 to 160,000 FCFA — largely offset by the +12 % conversion gain.
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Mini case study
Fatou sells shoes online in Abidjan: 350 orders/month, basket 28,000 FCFA, i.e. 9,800,000 FCFA revenue. Without a clear policy, her conversion stalls. By displaying "10-day returns, Wave refund in 72 h," she gains 12 % conversion, about 42 extra orders (+1,176,000 FCFA). Her return rate rises to 9 % (35 returns at 4,000 FCFA = 140,000 FCFA cost). Net result: +1,036,000 FCFA/month. Trust pays eight times its cost.
FAQ
Doesn't easy returns encourage fraud? The risk exists but stays low if you require new condition with tag and track repeat returners. Return fraud affects 1 to 3 % of orders.
Who should pay return fees? The buyer for a simple change of mind, you for a defect or shipping error. This written distinction avoids 80 % of disputes.
Cash refund or store credit? Store credit protects your cash flow and keeps the customer; a mobile money refund reassures more. Offer both, with a slight bonus on credit.
What refund delay should I target? 48 to 72 h via Wave or Orange Money. Beyond 5 days, seller rating drops and negative reviews rise.
Should the policy differ by category? Yes: clothing and shoes return at 15 %, electronics at 5 %, hygiene products are non-returnable. Adjust window and conditions.
Let's talk about your project. We build a clear returns policy and automatic Wave/Orange Money refunds into your store. 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.
