The verdict in three sentences
Poorly handled returns tie up stock, burn courier runs and damage your reputation. A clear policy (14 days, fast momo refund, quality check on receipt) turns the return into a trust argument that lifts conversion. The key: measure the real cost of a return and arbitrate between store credit and refund.
Return rates and cost by category
The return rate depends massively on category. Fashion, where size and color often disappoint, peaks; food, almost no returns.
| Category | Return rate (2026, estimate) | Logistics cost of a return | Main cause |
|---|---|---|---|
| Fashion / apparel | 20 - 35 % | 2,500 - 5,000 FCFA | Size, color |
| Shoes | 15 - 25 % | 2,500 - 4,500 FCFA | Fit |
| Electronics | 8 - 12 % | 3,000 - 6,000 FCFA | Defect, non-conforming |
| Cosmetics | 5 - 10 % | 2,000 - 3,500 FCFA | Allergy, shade |
| Home / decor | 6 - 12 % | 3,000 - 5,500 FCFA | Breakage, photo gap |
| Food | < 3 % | 2,000 - 3,000 FCFA | Freshness |
A return's cost includes the pickup courier + quality check + repackaging. On a 15,000 FCFA fashion item, a 4,000 FCFA return absorbs more than a quarter of the margin.
Mobile money refund: store credit vs cash
The refund channel and timing affect satisfaction and your cash flow. Store credit keeps value with you; a cash refund reassures but leaves the till.
| Option | Timing (2026, estimate) | Cash-flow impact | Recommended share |
|---|---|---|---|
| Wave/OM refund | D+1 to D+3 | Immediate outflow | On customer request |
| Store credit (voucher) | Immediate | Value retained | 40 - 60 % of cases |
| Direct exchange (another size) | 1 - 3 days | Neutral | Ideal in fashion |
| Partial refund + gesture | D+1 to D+2 | Reduced | Minor disputes |
A 14-day policy raises conversion by 8 to 15 % (customers dare to buy) but costs logistics: arbitrate by pushing store credit and exchange, cheaper than a cash refund + lost parcel.
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Mini case study
Modou sells ready-to-wear in Thies, 250 orders/month, average basket 16,000 FCFA. Return rate: 28 %, i.e. 70 returns. Average logistics cost: 3,500 FCFA/return = 245,000 FCFA/month.
He acts on two levers: a precise size guide (returns fall to 20 %, i.e. 50 returns) and a policy pushing store credit/exchange (55 % of returns as credit rather than cash). New logistics cost: 50 x 3,500 = 175,000 FCFA, -70,000 FCFA/month, and 27 store credits keep 27 x 16,000 = 432,000 FCFA of value in the store instead of leaving as cash. Reputation rises thanks to the clarity of the policy.
FAQ
What is a normal return rate in fashion? As a 2026 order of magnitude, between 20 and 35 % for apparel and 15 to 25 % for shoes, mainly due to size and color issues.
How much does a return really cost? Between 2,000 and 6,000 FCFA depending on category: pickup courier + quality check + repackaging. On a 15,000 FCFA item, that can absorb more than a quarter of the margin.
How fast should you refund via mobile money? A Wave or Orange Money refund typically clears in D+1 to D+3. The faster it is, the more the customer buys again: refund speed is a loyalty driver.
Store credit or cash refund? Push store credit or exchange (40 to 60 % of cases): value stays in the store, versus an immediate till outflow for a refund. Reserve cash for explicit requests.
Is a 14-day policy worth the cost? Yes: it lifts conversion by 8 to 15 % because customers buy without fear, which largely offsets the extra logistics cost if you favor store credit and exchanges.
Let's talk about your project. We set up return flows, automated Wave/OM refunds and a store-credit/exchange policy in 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.
