The verdict in three sentences
A Dakar online store selling 3 to 10 million FCFA per month can easily lose money without knowing it, because revenue hides the customer acquisition cost (1,500 to 6,000 FCFA), the returns on cash-on-delivery orders (10 to 30%) and the cost of delivery riders. A well-run store targets a net margin of 15 to 25% by measuring profitability per delivered order, not per order received. The Kolonell course Running an e-commerce business (200,000 FCFA, 48 hours), payable with Wave or Orange Money, is the management level that gives you these tools.
Why your revenue is lying to you
In Dakar, most online stores sell through Instagram, TikTok, WhatsApp and sometimes a website, mostly with cash on delivery. The manager sees money come in every evening when riders return, but cannot answer a simple question: how much does one order really earn me?
The three most common leaks: advertising counted globally and never related to the delivered order, returns (unreachable customer, refusal at the door, wrong address) that cost the trip and tie up stock, and fixed team costs that rise faster than sales.
| Cost per delivered order (average basket 20,000 FCFA) | Unmanaged store | Managed store |
|---|---|---|
| Product purchase cost | 10,000 FCFA | 9,000 FCFA (grouped purchasing) |
| Customer acquisition cost | 5,500 FCFA | 2,500 FCFA |
| Spread cost of returns (return rate) | 1,800 FCFA (25%) | 600 FCFA (10%) |
| Delivery and packaging | 1,500 FCFA | 1,200 FCFA |
| Share of fixed costs (team, tools) | 1,500 FCFA | 1,200 FCFA |
| Net margin per order | -300 FCFA (-1.5%) | 5,500 FCFA (27.5%) |
These figures are a 2026 estimate for a fashion or cosmetics store in Dakar. They show that at the same selling price, management quality moves a store from loss to a comfortable margin.
The indicators to track every week
| Indicator | 2026 alert threshold | Target |
|---|---|---|
| Acquisition cost per delivered order | Above 25% of average basket | 10 to 15% of basket |
| Cash-on-delivery return rate | Over 20% | Under 12% |
| Phone confirmation rate before shipping | Under 70% | Over 85% |
| Share of customers reordering within 90 days | Under 15% | 25 to 35% |
| Cost of a salaried rider | 100,000 to 150,000 FCFA per month | Over 15 deliveries per day |
| Net margin | Under 8% | 15 to 25% |
A rider at 120,000 FCFA a month making 8 deliveries a day over 26 days costs about 577 FCFA per trip; at 18 deliveries a day that drops to 256 FCFA. Comparing this with a delivery company's rate (1,000 to 2,000 FCFA per trip in Dakar) tells you when to hire.
Getting trained: options for a manager
| Option | Indicative 2026 cost | What you get |
|---|---|---|
| One-off e-commerce consultant | 300,000 to 1,000,000 FCFA per assignment | A diagnosis, rarely a lasting method |
| General in-person management course | 250,000 to 600,000 FCFA | Management basics poorly suited to cash on delivery |
| Free online content | 0 FCFA | Advice designed for card payments |
| Kolonell course Running an e-commerce business | 200,000 FCFA, 48 hours, certificate | Unit economics, pricing, profitable acquisition, team and a 12-month plan |
The course Running an e-commerce business: margins, acquisition and team is level 5 of the track, advanced level, 200,000 FCFA, 48 hours, taught in French. It ends with your own costed 12-month e-commerce growth plan. It caps the E-commerce and online selling track, which starts with selling on WhatsApp: the full 5 levels cost 350,000 FCFA instead of 450,000 FCFA.
Mini case study
Learn this skill with Kolonell Academy
Short, practical online courses (taught in French), graded exercises, certificate. Pay with Wave or Orange Money.
Aïssatou, 31, runs an online cosmetics store in Almadies and sells 6,000,000 FCFA per month, or 300 delivered orders at 20,000 FCFA. Her acquisition cost is 5,000 FCFA per delivered order and her return rate 25%. Her net margin hovers around 2%, or 120,000 FCFA per month.
After the course at 200,000 FCFA, paid with Orange Money, she sets up phone confirmation before each shipment and cuts ads costing more than 3,000 FCFA per delivered order. Estimated result: returns down to 12% and acquisition cost to 3,000 FCFA. Her margin rises to about 14%, or 840,000 FCFA per month. The monthly gain of 720,000 FCFA pays back the course in under 2 weeks.
FAQ
From what revenue is this course useful?
It targets stores that already sell, usually from 2 to 3 million FCFA per month. Below that, the earlier levels of the track, on WhatsApp selling and launching a store, are a better fit.
Should I stop cash on delivery?
Not necessarily, 60 to 80% of Dakar customers still expect it. The course shows how to reduce returns through confirmation, a Wave or Orange Money deposit on certain products and the choice of delivery zones.
How long does it take to complete the 48 hours?
About 8 to 10 weeks at 5 hours per week. Each module ends with an exercise applied to your own numbers.
Is it suitable if I already outsource advertising?
Yes, that is the ideal case: you learn to set your provider a maximum acquisition cost, for example 2,500 FCFA per delivered order, and to check it every week.
How do I pay?
With Wave or Orange Money, 200,000 FCFA in one go. The full 5-level track costs 350,000 FCFA.
Take the next step. Enroll in Running an e-commerce business: margins, acquisition and team: 48 hours, 200,000 FCFA, Kolonell Academy certificate, taught in French. Pay with Wave or Orange Money. Questions? 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.
