The verdict in three sentences
In Nairobi, product discovery happens on Instagram and TikTok, but between the reel that goes viral and the cash collected, there is a black hole. Selling only in DMs converts well (14 %) but stays invisible to measurement, so you cannot know what to fund. The fix: a clear funnel — link in bio, trackable creator code, native shop — to turn 63 % of social traffic into tracked sales, with a 4x target ROAS.
Three social selling funnels
The table compares the three approaches on conversion and tracking (2026 order of magnitude, Nairobi).
| Funnel | Conversion | Tracking |
|---|---|---|
| DM selling | 14 % | None (untrackable) |
| Link in bio to shop | +4 % add-to-cart | Good (UTM) |
| Native shop | Smooth, in-app | Complete |
| Product video (reel/TikTok) | +18 % add-to-cart | Depends on funnel |
DMs convert strongly but blindly: impossible to know which content generated the sale. A link in bio with UTM parameters makes traffic measurable, and a trackable creator code attributes each sale to its influencer, the condition for a profitable partnership.
The numbers that steer spending
| Metric | 2026 order of magnitude |
|---|---|
| Engagement rate of a reel | 6-9 % |
| Local CPM (cost per thousand) | 1,200 FCFA |
| Average basket | 24,000 FCFA |
| Share of traffic from social | 63 % |
| Target ROAS | 4x |
| Payment collection fee | 1 % |
With a local CPM of 1,200 FCFA and a 24,000 FCFA average basket, a 4x ROAS means an ad budget generates four times its value in sales. Product video remains the most profitable format: +18 % add-to-cart versus a still image.
Mini case study
Moussa sells sneakers in Nairobi via Instagram and TikTok. He spends 300,000 FCFA on ads at a 1,200 FCFA CPM, reaching 250,000 impressions. With 7 % engagement and conversion worked through a link in bio, he generates 50 sales at 24,000 FCFA, i.e. 1,200,000 FCFA in revenue — a 4x ROAS. By moving his reels from DM to a trackable funnel, he finally sees that his unboxing videos convert twice as well, and reallocates budget accordingly. Collection fees (1 %) stay negligible against the gain.
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FAQ
Why not just sell in DMs?
DMs convert well (14 %) but are untrackable: you do not know which content or ad produced the sale. Without measurement, you cannot reallocate budget toward what works.
Is a link in bio enough or do we need a native shop?
A link in bio with UTM is an excellent start: it makes traffic measurable and adds 4 % add-to-cart. A native shop becomes useful when volume justifies a fully integrated experience.
How does a trackable creator code work?
Each influencer gets a unique code; every sale made with it is attributed to them. That enables pay-for-performance and measures the true ROAS of each partnership.
What ROAS should we target in Nairobi in 2026?
A 4x target ROAS is realistic with a local CPM of 1,200 FCFA and a 24,000 FCFA average basket. Product video, adding 18 % add-to-cart, is the main lever to reach it.
Let's talk about your project. We build your trackable social-commerce funnel — link in bio, creator codes and native shop — with mobile-money collection. 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.
