The verdict in three sentences
A major share of buyers — 41% in rural Mali — have no smartphone, hence no app and no web checkout. USSD payment (the familiar *144#) collects from them with no data, no browser, in a session of 20 seconds max. Moving from an 8-step menu to an optimized 3-step flow adds 17 conversion points on this often-ignored segment.
App/web versus USSD: two worlds
App or web checkout assumes a smartphone, a data connection and a browser — three conditions absent for a wide band of West African customers. USSD assumes none of it: a short-code dialed on any phone, a text menu, a PIN, and the payment is done. Orange Money in Mali and MTN MoMo in Ghana both expose this channel.
The trap is menu ergonomics. An 8-step native flow tires the user and times out the session; a redesigned 3-step flow (choice, pre-filled amount, PIN) goes straight to the point. The constraint: the USSD session expires at 180s, so each screen must be short and unambiguous.
| Criterion | App/web checkout | USSD checkout |
|---|---|---|
| Device required | smartphone | any phone |
| Data required | yes | no |
| Target penetration (rural Mali) | minority | 41% feature phone |
| Session length | free | 180s max |
| Native menu steps | variable | 8 (to optimize) |
| Optimized menu steps | — | 3 |
| Conversion gain, offline segment | baseline | +17 pts |
The Mali / Ghana USSD benchmarks, 2026
| Metric | 2026 benchmark |
|---|---|
| Feature-phone penetration (rural Mali) | 41% |
| Max duration per USSD screen | 20s |
| Session timeout | 180s |
| Telco fee cap (Ghana) | GHS 0.75 |
| Native menu steps | 8 |
| Optimized menu steps | 3 |
| Conversion gain, offline segment | +17 pts |
*2026 orders of magnitude; fee caps and penetration vary by operator and region.*
Mini case study
Modibo distributes farm seeds in Mali, with many rural customers on feature phones. Of 500 monthly orders, about 205 customers (41%) couldn't pay online for lack of a smartphone: he lost those sales or struggled to collect cash on delivery. By adding an optimized 3-step USSD checkout via Orange Money, he captures this segment with +17 conversion points. On an 8,000 FCFA average basket, recovering even 120 of those orders means 960,000 FCFA a month cleanly collected, with instant proof of payment.
Become a Kolonell referral partner
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FAQ
Does USSD need an internet connection?
No — that's exactly its value: it runs on the GSM network, with no data or browser. It's the only channel that reaches 100% of phones, even the most basic.
Why cut the menu to 3 steps?
Because the USSD session expires at 180 seconds and each extra screen multiplies abandonment. Three steps — selection, pre-filled amount, PIN — fit well within the window and maximize conversion.
What fees does the customer pay in Ghana?
The telco cap is around GHS 0.75 per transaction in 2026, to confirm by operator. It's a modest cost that opens access to a whole customer base without smartphones.
Can USSD and web checkout be combined?
Yes, and it's recommended: web for smartphone customers, USSD as a fallback for the feature-phone segment. You leave no buyer behind.
Let's talk about your project. We add an optimized Orange Money and MTN MoMo USSD checkout to capture your customers without smartphones. 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.
