The verdict in three sentences
Crafts sell through the story of the product and its maker, not the lowest price. The diaspora is about 40% of sales and accepts higher baskets and longer lead times, provided strong storytelling and reliable shipping. Pre-orders protect your cash flow and avoid overstock on handmade pieces.
Margins by sales channel
Each channel has its margin and acquisition cost. Here is a 2026 order of magnitude for a craft store in Accra.
| Channel | Average basket | Selling fees | Net margin |
|---|---|---|---|
| Own site (local) | 30,000 FCFA | Mobile money ~1.5% | 52% |
| Own site (diaspora) | 55,000 FCFA | Stripe ~3% + shipping | 40% |
| Instagram Shop | 28,000 FCFA | Ads + commission | 38% |
| Third-party marketplace | 32,000 FCFA | Commission 15-20% | 33% |
| Workshop pre-order | 45,000 FCFA | 50% deposit | 55% |
Your own site keeps the best margin. A third-party marketplace brings volume but eats 15 to 20% commission. Prioritizing your site and Instagram maximizes margin.
Acquisition cost and diaspora shipping
Instagram is the top acquisition channel in crafts. Here are the 2026 benchmarks.
| Indicator | 2026 value |
|---|---|
| Acquisition cost via Instagram | 2,000-4,000 FCFA/customer |
| Instagram conversion rate | 1.5 to 3% |
| DHL shipping (2 kg, Europe) | 35,000-55,000 FCFA |
| Standard post (2 kg, Europe) | 12,000-20,000 FCFA |
| Diaspora lead time (post) | 10-21 days |
| Diaspora share of orders | ~40% |
Charge the real shipping cost to the diaspora: they accept it. Product margin stays intact, and storytelling justifies the price and the wait.
Mini case study
Afi makes woven baskets and jewelry in Accra. She launches with 40 pieces and detailed storytelling for each partner maker. In month one she sells 30 pieces: 18 local (30,000 FCFA) and 12 to the diaspora (55,000 FCFA, shipping charged). Her revenue reaches 1,200,000 FCFA. With a 52% local margin and 40% diaspora margin, her net margin exceeds about 545,000 FCFA. Adding pre-orders on slow-to-make pieces, she secures cash flow without overstock.
Become a Kolonell referral partner
Know artisans or merchants who want to sell online? Refer them to Kolonell and earn a commission on every signed project. Our referral partner program rewards each successful introduction.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
| Referred project type | Sale commission | Recurring |
|---|---|---|
| Showcase website | 15% | 5% |
| E-commerce store | 12% | — |
| Marketplace | 10% | — |
| Institutional site | 8% | — |
A simple 1,500,000 FCFA e-commerce store earns you 180,000 FCFA in commission. No technical skills required: you introduce, we deliver.
FAQ
How do I sell to the diaspora?
Enable Stripe for international cards, charge real shipping (DHL 35,000-55,000 FCFA or post 12,000-20,000 FCFA) and clearly state 10-to-21-day lead times.
Are pre-orders suited to crafts?
Yes, perfectly. A 50% mobile money deposit funds production, avoids overstock and secures your cash flow on unique pieces.
Which channel should I favor?
Your own site: it keeps 52% margin locally versus 33% on a third-party marketplace. Use Instagram to acquire and drive traffic back to your site.
How much does acquiring a customer cost?
Between 2,000 and 4,000 FCFA via Instagram, for a 1.5 to 3% conversion rate. Storytelling lowers this cost by raising engagement.
How do I become a referral partner?
Contact us, introduce a client, and earn 8 to 15% commission depending on project type, plus 5% recurring on showcase sites. Message us on WhatsApp.
Let's talk about your project. We build your craft store with storytelling, pre-orders and diaspora shipping, or onboard you as a referral partner. 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.