As social media continues to establish itself as a viable and reliable marketplace, Nigerian consumers are constantly leveraging the online tools to make a huge impact on products and brands through their reviews.

Gone are the days when consumers had to step out and navigate through countless stores to find their perfect outfits or ideal cosmetic products. The advent of internet community has not only got people connected with their loved ones and entertained, it has also become a haven for all the shoppaholic out there.

From food and beauty products to technology gadgets, consumers are now armed with the power to shape or damage a brand’s reputation with just a click on their phones or laptops.

For many Nigerians, buying products online has become a way of life. Apart from the convenience it offers, consumers are relying heavily on online reviews before making purchasing decisions.

Online platforms like Jumia, Konga, and social media sites such as X, Instagram, and Facebook are brimming with feedback from everyday users who are eager to share their experiences. These reviews have become a major factor that influences the success or failure of a product in the Nigerian market.

According to statistics released by ODM Group recently, 74% of consumers rely on product reviews before making their purchases online. This development has literally put companies under an intense pressure to deliver quality products and services or be ready for possible backlash that will go viral.

Online reviews have shown that one customer’s experience can set off a chain reaction. Positive reviews can create trust and brand loyalty, while negative ones can bring even the largest companies to their knees.

Many brands have learned the hard way that ignoring customer feedback, or failing to deliver on promises, can damage their reputation beyond repair.