The verdict in three sentences
As a referral agent, you earn a fixed 8 to 15 % commission; as a white-label reseller, you set your own price and keep the full margin. White-label turns you into an agency under your own name, without hiring a single developer. The choice depends on your appetite: simple risk-free commission, or a bigger margin with the client relationship to carry.
Referral agent vs reseller: two models
The referral agent recommends, the agency invoices the client, the agent gets a commission. The white-label reseller buys the service at agency price, resells it under their own brand at the price they choose, and pockets the difference.
| Criterion | Referral agent | White-label reseller |
|---|---|---|
| Pay | 8-15 % commission | Free margin (often 40-80 %) |
| Who invoices client | Kolonell agency | You, under your brand |
| Client relationship | Shared | 100 % yours |
| Non-payment risk | None | You carry it |
| Effort | Introduction | Quote, follow-up, front support |
| Visible brand | Kolonell | Yours |
The margin in 2026 figures
For the same service, let's compare what a referral agent and a reseller earn. Indicative 2026 agency buy prices:
| Service | Agency buy price | Reseller resale | Reseller margin | Agent commission (%) |
|---|---|---|---|---|
| Showcase Starter | 250,000 FCFA | 400,000 FCFA | 150,000 FCFA | 37,500 FCFA (15 %) |
| Showcase Premium | 800,000 FCFA | 1,300,000 FCFA | 500,000 FCFA | 120,000 FCFA (15 %) |
| E-commerce Starter | 1,000,000 FCFA | 1,500,000 FCFA | 500,000 FCFA | 120,000 FCFA (12 %) |
| E-commerce Growth | 2,000,000 FCFA | 2,900,000 FCFA | 900,000 FCFA | 240,000 FCFA (12 %) |
| Marketplace Starter | 2,500,000 FCFA | 3,400,000 FCFA | 900,000 FCFA | 250,000 FCFA (10 %) |
The reseller earns more in absolute value, but carries the client relationship, the quote and first-level support. Premium marketplace and institutional offers include full white-label: you deliver under your brand end to end.
Mini case study
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Aya, a digital consultant in Lagos, signs three SMEs for showcase sites in a quarter. She chooses white-label.
- Agency purchase: 3 x 500,000 = 1,500,000 FCFA
- Resale under her brand: 3 x 900,000 = 2,700,000 FCFA
- Net margin: 1,200,000 FCFA for the quarter
As a referral agent, the same three deals would have earned her 3 x 75,000 = 225,000 FCFA in commission. The difference (975,000 FCFA) is the price of the risk and extra work she takes on as a reseller: quotes, relationship, coordination.
FAQ
How much margin on a resold showcase site? Buying at 500,000 FCFA and reselling at 900,000 FCFA gives a 400,000 FCFA margin, versus 75,000 FCFA as referral commission.
Do you need a technical team for white-label? No. That is the whole point: the agency produces under white label, you carry the brand and relationship, with no developer.
Who handles support in white-label? You handle first client contact; the agency handles the technical side behind the scenes. Premium offers include full white-label.
Referral agent or reseller, which to choose? Start as a referral agent (0 risk, 8-15 %), move to reseller once you master quoting and want to keep the margin (40-80 %).
Can you combine both models? Yes: stay a referral agent on big institutional deals (8 %) and reseller on showcase sites where you control the margin.
Let's talk about your project. Choose between referral agent and white-label reseller, and we'll frame your model and margins. 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.
