The verdict in three sentences
Shipping is the basket's tipping point: revealed too late, it causes 40-48 % abandonment through surprise. A well-calibrated free-delivery threshold (~1.3x the average basket) lifts the average basket by +15 to +25 %, and 35-50 % of orders reach that threshold. The golden rule: show fees right on the product page, which cuts abandonment by about 12 points.
Three shipping strategies against conversion
The merchant can absorb, charge or disguise shipping costs. Each has a measurable impact on conversion and margin. Here's the 2026 comparison for intra-city delivery.
| Strategy | Conversion effect | Basket effect | Margin effect | Verdict |
|---|---|---|---|---|
| Surprise fees at checkout | -40 to -48 % | Neutral | Good | Ban it |
| Transparent fees on product page | Baseline +12 pts | Neutral | Good | Solid |
| Free-delivery threshold (~1.3x basket) | +8-15 % | +15-25 % | Medium | Optimal |
| Inflated price + "free shipping" | Variable | Neutral | Weak | Risky |
The free-delivery threshold almost always wins: it turns the barrier into a lever, with the customer adding an item to reach free shipping.
Calibrating the free-delivery threshold
A threshold set too low erodes margin; too high motivates no one. The 2026 rule: set it around 1.3x the average basket. Here's the effect by positioning.
| Average basket | Delivery cost | Recommended threshold | Share reaching threshold | AOV effect |
|---|---|---|---|---|
| 10,000 FCFA | 1,000-1,500 FCFA | 13,000 FCFA | 40-50 % | +18-25 % |
| 20,000 FCFA | 1,500-2,000 FCFA | 26,000 FCFA | 38-45 % | +15-22 % |
| 30,000 FCFA | 2,000-2,500 FCFA | 39,000 FCFA | 35-42 % | +12-18 % |
Intra-city delivery cost in 2026 sits around 1,000 to 2,500 FCFA depending on city and distance. That cost must be visible early and built into the threshold strategy.
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Mini case study
Fatou sells homeware in Accra, average basket 20,000 FCFA equivalent, 300 orders/month. She charged 2,000 FCFA delivery, revealed only at checkout: 44 % abandonment. She switches to transparency on the product page and sets a free-delivery threshold at 26,000 FCFA. Result: abandonment drops, and 40 % of customers add a product to reach the threshold, pushing the average basket to 24,000 FCFA (+20 %). Across 300 orders, that's +1,200,000 FCFA in monthly revenue, with the free shipping on those baskets more than offset by volume and added margin.
FAQ
Why do surprise fees cause so much abandonment? Because they break trust at the last moment: in 2026 they cause 40-48 % abandonment. Customers feel the real price was hidden from them.
Where should I show shipping fees? On the product page, ideally. That early transparency cuts abandonment by about 12 points versus a late reveal at checkout.
How do I set the free-delivery threshold? At around 1.3x your average basket. If your basket is 20,000 FCFA, a 26,000 FCFA threshold nudges an extra item without destroying margin, with 35-50 % of orders reaching it.
Does a threshold really lift the basket? Yes: the 2026 order of magnitude is +15 to +25 % average basket. Customers happily add a product to avoid paying for delivery.
Should I inflate prices and offer free shipping? It's risky: it hurts price competitiveness and margin. Transparency with a free-delivery threshold is healthier and performs better over time.
Let's talk about your project. We configure your shipping fees and free-delivery threshold to maximise basket and conversion. 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.
