The verdict in three sentences
A displayed returns policy reassures buyers and lifts conversion by roughly 11 %, but each return costs 1,500 to 4,000 FCFA to process. The goal is not zero returns, it is a return rate under 12 % with controlled reverse logistics. The right setting comes down to three levers: who pays for the return, how fast you refund, and how much you resell as-is.
Three returns-policy models
The model you choose changes everything: conversion, margin, satisfaction. Here is a 2026 order of magnitude for a fashion or accessories store in Lagos.
| Policy | Conversion impact | Cost per return | Observed return rate |
|---|---|---|---|
| No returns accepted | Baseline (0) | 0 FCFA | 0 % (but lost carts) |
| Return paid by customer | +6 to +8 % | 1,500 FCFA | 6 to 9 % |
| Free framed return (14 days) | +11 % | 3,500 to 4,000 FCFA | 10 to 12 % |
| Unlimited free return | +12 % | 4,000 FCFA+ | 15 to 20 % |
The "free framed return" policy is the best trade-off: it captures almost all the conversion gain without exploding the return rate or fraud.
What a return really costs
The cost of a return is not only transport. You must add collection, quality control, reconditioning and the cash tied up during the refund.
| Item | Unit cost | Associated delay |
|---|---|---|
| Collection / reverse transport | 1,000 to 2,500 FCFA | 1 to 3 days |
| Inspection and reconditioning | 500 to 1,000 FCFA | 1 day |
| Customer refund | mobile money fee 100-300 FCFA | 3 to 7 days |
| Loss if unsellable | 20 to 40 % of price | variable |
| Return fraud | 2 to 4 % of returns | - |
With a clear policy, 60 to 80 % of returned items are resold as-is, which sharply limits margin damage.
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Mini case study
Awa runs an online ready-to-wear store in Lagos. She sells 300 orders per month at an average basket of 18,000 FCFA. Moving from "no returns" to "free framed 14-day return", her conversion rises 11 %, i.e. 33 extra orders per month, i.e. 594,000 FCFA in additional revenue. Her return rate climbs to 11 %, about 37 returns at 3,500 FCFA = 129,500 FCFA of cost. Since 70 % are resold as-is, the net gain stays clearly positive: she keeps the policy.
FAQ
What return rate should you target in 2026? A rate under 12 % is healthy for fashion; above 15 % you must revisit product pages and sizing guides. Every extra return point hits margin directly.
How long to refund a customer? Aim for 3 to 7 days after receiving the return. A fast mobile money refund (Wave, Orange Money) reduces disputes and negative reviews.
Is free return profitable? Yes if the rate stays under 12 % and 60 to 80 % of items resell as-is. The 11 % conversion gain generally covers the extra logistics cost.
How do you limit return fraud? It represents 2 to 4 % of returns. A photo check at collection, a mandatory order number and customer history are enough to contain it.
Should the policy appear on the product page? Yes. 65 % of buyers check return terms before adding to cart; a policy visible on the page captures most of the conversion gain.
Let's talk about your project. We build your store with clear reverse logistics, automated mobile money refunds and a returns dashboard. 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.
