The verdict in three sentences
A surprise or overpriced delivery fee is the top cause of cart abandonment: up to 20 to 30 % of buyers leave at that step. Automating a zone-based price shown from the cart restores trust and protects margin, because every area has a different real cost. The right setup mixes a flat fee per zone, a weight option for heavy parcels and a free-shipping threshold set above your average basket.
Flat per-zone vs weight-based
Flat pricing is easy to grasp and covers 80 % of stores. Weight-based becomes useful for heavy or bulky items.
| Model | How it works | Upside | Limit |
|---|---|---|---|
| Flat per zone | One price per area/city | Simple, predictable | Unfair on very heavy parcels |
| Weight-based | Tiers by kg | Fair on heavy goods | Less readable for customers |
| Hybrid | Flat + surcharge above a weight | Balanced | Needs fine tuning |
| Free shipping | Free above a threshold | Lifts basket | Eats margin if threshold too low |
Sample zone grid (Accra / 2026 order of magnitude)
Here is a template grid you can wire straight into the store and adjust monthly.
| Zone | Customer fee | Estimated real cost | Timing |
|---|---|---|---|
| Accra Central / Osu | GHS 20 | GHS 15 | 2-4 h |
| East Legon / Airport | GHS 30 | GHS 24 | 3-6 h |
| Tema | GHS 35 | GHS 28 | 4-8 h |
| Kasoa / Madina | GHS 40 | GHS 33 | 6-24 h |
| Greater Accra outskirts | GHS 55 | GHS 45 | 24-48 h |
| Regional (outside Accra) | GHS 70-120 | variable | 48-72 h |
The golden rule: the customer fee must cover the real cost plus a small safety margin for failures, without becoming a deterrent.
Free shipping and conversion
Offering free delivery above a threshold is the most profitable lever, if calibrated well.
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| Free-shipping threshold | Average-basket effect | Margin risk |
|---|---|---|
| No threshold | Baseline | None |
| Above GHS 200 | +5-10 % | High if basket small |
| Above GHS 350 | +10-20 % | Moderate |
| Above GHS 550 | +15-25 % | Low |
The ideal threshold sits around 1.3 to 1.5 times your average basket: high enough to protect margin, low enough to nudge one more item.
Mini case study
Fatou runs a ready-to-wear store in Accra, average basket GHS 260. She moves from a single GHS 35 fee (poorly accepted in nearby zones) to a per-zone grid (GHS 20-55) with free shipping above GHS 380. One-month result: cart abandonment down from 26 % to 17 %, average basket at GHS 305 (+18 %), and a finally positive delivery margin because far zones are billed correctly. Over 400 orders, that is roughly GHS 18,000 in extra revenue.
FAQ
Show fees at cart or at checkout? At the cart, ideally from the first product added with a per-zone estimator. Fees discovered on the last screen trigger 20 to 30 % abandonment.
How do I handle zones I do not cover? Offer pickup points or in-store collection as a fallback, or display a transparent longer timing and higher fee. Never leave an address with no option.
Is free shipping profitable for small baskets? Only with a well-set threshold, around 1.3 to 1.5 times the average basket. Too low and you give away delivery the customer would have paid for.
Weight or volume pricing? For most stores, flat per-zone is enough. Switch to weight only if you sell heavy (appliances, packs) or bulky goods.
Can I edit the grid without a developer? Yes, with a back office where you edit zones, fees, timings and the free threshold yourself. It is essential for monthly tuning against real costs.
Let's talk about your project. We set up per-zone, weight-based and free-shipping fee logic, editable from your dashboard. 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.
