The verdict in three sentences
Reselling web work without building it comes in two forms: white-label, where you own the client relationship, invoice under your brand and keep a 25-50 % margin; and referral partner, where the agency invoices directly and you earn an 8-15 % commission without managing the project. White-label pays more but commits you more; referral pays less but carries no risk or management. The right choice depends on your ability to carry the client relationship and support.
White-label vs referral: the comparison
The two models suit different profiles. One requires managing the relationship, the other does not.
| Criterion | White-label | Referral partner |
|---|---|---|
| Who invoices the client | You, under your brand | The agency (Kolonell) |
| Margin / commission | 25 to 50 % | 8 to 15 % |
| Client relationship | You own it | The agency handles it |
| Support and after-sales | On you | On the agency |
| Non-payment risk | On you | On the agency |
| Management effort | High | Low |
In white-label, you are a front agency with outsourced production; as a referrer, you are a paid introducer. Both are legitimate.
Concrete margins in 2026
On the same Growth showcase site, final revenue differs by model and by the price you display to the client.
| Scenario | Client price | Agency cost | Your revenue |
|---|---|---|---|
| Showcase referral (15 %) | NGN 700,000 | -- | NGN 105,000 |
| White-label 30 % margin | NGN 1,000,000 | NGN 700,000 | NGN 300,000 |
| White-label 50 % margin | NGN 1,400,000 | NGN 700,000 | NGN 700,000 |
| E-commerce referral (12 %) | NGN 2,800,000 | -- | NGN 336,000 |
| White-label e-commerce 40 % | NGN 3,900,000 | NGN 2,800,000 | NGN 1,100,000 |
White-label earns more per sale, but you carry after-sales, non-payment and management time. Referral pays out net, with nothing to carry.
The Kolonell referral program in detail
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If you prefer the no-management model, the Kolonell referral program (apporteur d'affaires) pays a commission at each signing, with a recurring share on showcase sites:
| Segment | Referral commission | Recurring |
|---|---|---|
| Showcase site | 15 % | + 5 % maintenance |
| E-commerce | 12 % | per contract |
| Marketplace | 10 % | per contract |
| Institutional | 8 % | per contract |
You can also switch to white-label on projects where you want to own the brand and the margin. Many partners start as referrers to learn the ropes, then move to white-label once they can handle support.
Mini case study
Ama, who runs a small communication agency in Accra, receives site requests she cannot build. She hesitates between the two models. On an e-commerce client at GHS 25,000: as a referrer (12 %) she would earn GHS 3,000 net with no management; in white-label at a 40 % margin (client price GHS 35,000, cost GHS 25,000) she would keep GHS 10,000 but would manage the relationship and after-sales. She chooses referral for her first three projects, banks GHS 9,000 stress-free, then moves to white-label once experienced.
FAQ
Which model pays the most? White-label, with a 25-50 % margin versus 8-15 % for referral. But you must deduct management time, after-sales and non-payment risk, which the agency absorbs under the referral model.
Can I combine both? Yes, many partners keep referral for small fast projects and reserve white-label for large accounts where they want to own the brand. The combination optimizes revenue and workload.
Who handles an unhappy client? In white-label, you do: the client only knows your brand. In referral, the agency takes over support, sharply reducing your after-sales workload.
Do I need a written contract? Always. Specify the percentage, the resold scope, after-sales and commission payment terms. A clear framework prevents disputes and secures your 5 % recurring share on showcase sites.
Let's talk about your project. We open both paths, referral or white-label, with clear rate cards and dedicated support. 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.
