The verdict in three sentences
You can scale sales without scaling your sales force by recruiting resellers who sell under their own brand. You deliver in white-label, they pocket a 20-40% margin, and a network of 10 resellers can multiply your pipeline 3-5x. The price: discipline on quality, delivery, and wholesale pricing.
How white-label works
A reseller (freelancer, printer, consultant, local marketing shop) signs the client under their brand, subcontracts delivery to you, and keeps the gap between their sale price and your wholesale price. You stay invisible to the end client: unbranded deliverables, neutral documents, white-label support.
| White-label element | What you provide | What the reseller handles |
|---|---|---|
| Brochure site | Full design + dev | Sales, client relationship |
| Mockups / quotes | Neutral templates | Brand customization |
| Level-2 support | White-label technical | Level-1 client support |
| Billing | Wholesale invoice to reseller | End-client invoice |
| Timelines | 5-15 days by tier | Client scheduling |
Wholesale grid and reseller margins
The core of the model is a clear wholesale price grid, below the public price, leaving the reseller an attractive margin. The more volume the reseller brings, the deeper the discount.
| Product | 2026 public price | Reseller wholesale | Reseller margin |
|---|---|---|---|
| Brochure Starter | 250,000 FCFA | 175,000 FCFA | 30% |
| Brochure Growth | 500,000 FCFA | 350,000 FCFA | 30% |
| Brochure Premium | 1,200,000 FCFA | 780,000 FCFA | 35% |
| E-commerce Starter | 1,000,000 FCFA | 700,000 FCFA | 30% |
| Volume tier (>5/mo) | — | +5 to +10% off | up to 40% |
Mini case study
Ibrahim, a printer in Abidjan, meets merchants who want a website every week. As a white-label reseller, he sells 4 Growth brochure sites/month at 500,000 FCFA, pays you 350,000 FCFA wholesale, and keeps 600,000 FCFA in monthly margin without writing a line of code. On your side, those 4 sites add 1.4M FCFA of production revenue with zero client-acquisition cost. Multiply by 10 active resellers and the pipeline shifts scale.
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Onboarding kit and quality control
A network only holds together through standardization. Provide a partner kit: wholesale catalog, demo mockups, sales script, briefing process, delivery SLA, and quality checklist. Lock quality with a review before every launch, or white-label becomes a shared reputation risk.
FAQ
What margin should the reseller keep? Between 20 and 40% depending on tier and volume. Below 20% the reseller isn't motivated; above 40% your own production margin suffers.
How do I stop resellers from bypassing me? Non-circumvention clause, billing exclusively through you, and end-client support always white-labeled. The reseller keeps the sales relationship, you keep delivery.
How many resellers for real impact? A network of 10 active partners is often enough to multiply the pipeline 3-5x, especially if 2 or 3 bring most of the volume.
White-label or a referral program? A reseller sells under their brand and owns the relationship; a referrer simply recommends. Kolonell also offers a referral program (15% on a brochure site, 12% e-commerce, 10% marketplace, 8% institutional), complementary to white-label.
What timelines keep a reseller loyal? 5 to 15 days by brochure tier. Repeated delays break trust: the delivery SLA is the most important clause in the contract.
Let's talk about your project. Join our white-label reseller network or our referral program and multiply your web revenue. 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.
