The verdict in three sentences
In Thiès, many online sellers look at revenue and forget the rest: ads, delivery, refused parcels, packaging, time spent. A business doing 100 orders a month can lose money without anyone noticing as long as unit economics are not calculated. The Kolonell Running an e-commerce business course, level 5 advanced at 200,000 FCFA for 48 hours, turns that volume into margin, then into a team.
What an order really costs in Thiès
Thiès sellers deliver in town, to Dakar (70 km) and to Mbour, Tivaouane or Touba. Costs vary widely by area and payment method. Cash on delivery still dominates, with a refusal rate that weighs heavily.
| Cost per order | 2026 range (order of magnitude) | Comment |
|---|---|---|
| Ad acquisition cost | 1,500 to 4,000 FCFA | Meta Ads, depending on product and targeting |
| Delivery within Thiès | 1,500 to 2,500 FCFA | Motorbike courier |
| Delivery to Dakar or Mbour | 3,000 to 5,000 FCFA | Carrier or delivery company |
| Refusal rate on delivery | 10 to 25% | The trip cost is lost |
| Packaging and labeling | 200 to 600 FCFA | Bags, boxes, printing |
| Wave or Orange Money fees | About 1% | On prepaid orders |
| Handling time (messages, follow-up) | 15 to 30 min | To be costed if you pay an assistant |
A 15,000 FCFA order with a product bought at 7,000 FCFA seems to earn 8,000 FCFA. After 3,000 FCFA of ads, 2,500 FCFA delivery, 400 FCFA packaging and a 20% refusal rate spread over successful orders, often less than 2,000 FCFA is left.
What the course brings, and how it compares
| Option | 2026 cost | Duration | What you learn |
|---|---|---|---|
| Private e-commerce coaching | 150,000 to 500,000 FCFA | A few sessions | Variable, often focused on ads |
| Free videos and lives | 0 FCFA (excluding data) | Unlimited | Scattered tips, few local figures |
| International dropshipping courses | 50,000 to 300,000 FCFA | 10 to 40 h | Shopify and Stripe models poorly suited to cash on delivery |
| Kolonell Running an e-commerce business course | 200,000 FCFA (305 EUR) | 48 h, 10 modules | Unit economics, profitable ads, operations, finance, team |
| Full E-commerce and online selling track | 350,000 FCFA instead of 450,000 | 5 levels | From first shop to management |
The course is taught in French and its ten modules cover diagnosis and strategy, unit economics (what an order really earns), profitable pricing and promotions, paid acquisition with budgets and tests, organic acquisition and loyalty, conversion, operations at scale (logistics, marketplaces, new cities), finance, cash flow and legal framework, hiring and leading the team, then the 12-month growth plan.
It is level 5 of the E-commerce and online selling track. It is meant for people who already sell; if you are starting out, the earlier levels fit better. The full 5-level track costs 350,000 FCFA instead of 450,000 FCFA.
Mini case study
Ndèye, 27, sells natural cosmetics from Thiès on Instagram and WhatsApp: 90 orders a month, average basket 12,000 FCFA, revenue 1,080,000 FCFA. She thinks she earns about 400,000 FCFA a month. Applying the unit economics module, she finds a 22% refusal rate on Dakar and an ad cost of 3,500 FCFA per order on a low-margin product.
- Real margin calculated: about 180,000 FCFA per month
- Actions: 2,000 FCFA Wave deposit for Dakar, stopping an unprofitable campaign, 2-product bundle
- Refusals cut to 12%, ad cost cut to 2,500 FCFA per order (assumption)
- Margin after adjustments: about 290,000 FCFA per month, 110,000 FCFA more
Learn this skill with Kolonell Academy
Short, practical online courses (taught in French), graded exercises, certificate. Pay with Wave or Orange Money.
At this pace the 200,000 FCFA course is covered in under two months. These figures are a 2026 order of magnitude, each business will have its own.
FAQ
Do I need to be selling already for this level?
Yes, the course is designed for sellers doing at least 20 to 30 orders a month. The exercises use your own sales, ad and delivery figures.
Do I need an e-commerce website?
No, most Thiès sellers use Facebook, Instagram, TikTok and WhatsApp. The course also covers marketplaces and when a website becomes useful.
How do I reduce delivery refusals?
The levers covered are confirmation calls, a Wave or Orange Money deposit and priced delivery zones. Going from 25% to 12% refusals often changes the profitability of the whole business.
Is the team module useful for a small business?
Yes, as soon as an assistant or courier is paid 60,000 to 120,000 FCFA a month, you need to set tasks and targets. The module shows how to hire, organize and supervise without doing everything yourself.
How much is the full track?
Level 5 alone costs 200,000 FCFA (305 EUR). The full 5-level track comes to 350,000 FCFA instead of 450,000, payable via Wave or Orange Money.
Take the next step. Enroll in Piloter une activité e-commerce : marges, acquisition et équipe: 48 hours online, taught in French, 200,000 FCFA, certificate of completion. 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.
