The verdict in three sentences
The number-one checkout blocker is shipping fees discovered too late: showing them from the cart cuts abandonment by about 18 %. A well-placed free-delivery threshold (around 25,000 FCFA equivalent) lifts the average basket by 22 % by nudging the customer to complete the order. Most cities model into 3 to 5 tariff zones: the sweet spot between precision and simplicity.
Mapping the city into zones
A single flat fee is unfair (the near pays for the far) or loses you money. Zone pricing assigns a clear tariff to each cluster of neighbourhoods, computed from the address right in the cart.
| Zone | Example area | Indicative 2026 fee |
|---|---|---|
| Zone 1 | Inner city | 1,000 FCFA |
| Zone 2 | Mid neighbourhoods | 1,500 FCFA |
| Zone 3 | Outskirts | 2,500 FCFA |
| Zone 4 | Far suburbs | 3,500 FCFA |
| Zone 5 | Out of town | On quote |
| Free | From 25,000 FCFA | 0 FCFA |
Three to five zones are enough: beyond that the grid becomes unreadable for the customer and painful to maintain.
Transparency and the free threshold
Customers abandon when the price changes at the last moment. Showing fees early, on the cart page, avoids the nasty surprise. The free threshold acts like a magnet: 3,000 FCFA from the threshold, many customers add an item to reach it.
| Lever | Setting | Measured effect |
|---|---|---|
| Fees shown early | From the cart | Abandonment -18 % |
| Free threshold | 25,000 FCFA | Basket +22 % |
| Number of zones | 3 - 5 | Optimal readability |
| Address estimate | Auto at checkout | More trust |
| "Only X to go" message | Under the cart | Natural upsell |
| Express delivery | Paid option | Extra margin |
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Mini case study
Ama runs an online store in Accra with 600 orders a month, average basket 20,000 FCFA equivalent and a 45 % cart abandonment rate. Showing zone fees from the cart cuts abandonment by 18 %, recovering about 8 points: across 1,090 buying sessions, that is roughly a hundred orders saved a month. Introducing a 25,000 FCFA free threshold, her average basket rises from 20,000 to 24,400 (+22 %). Across 600 orders, that is 2,640,000 FCFA of extra monthly revenue, easily enough to fund some free deliveries.
FAQ
Why show shipping fees from the cart? Because discovering them at the last moment is the top cause of abandonment. Showing them early cuts abandonment by about 18 % by removing the nasty surprise.
Is a free-delivery threshold profitable? Yes: a threshold around 25,000 FCFA lifts the average basket by 22 %. The extra margin on added items easily covers the cost of the free deliveries.
How many tariff zones do I need? Three to five zones suffice for most cities. Beyond that, the grid confuses customers and becomes heavy to maintain.
How do I compute the zone automatically? By mapping each neighbourhood to a zone and detecting the address at checkout. The fee then displays with no manual step, which builds trust.
What about out-of-town addresses? Set up an "on quote" zone or a surcharged rate. That avoids selling a far delivery at a loss while still keeping the order possible.
Let's talk about your project. We configure your checkout with tariff zones, a free threshold and automatic address-based estimation. 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.
