Let’s be real: African consumers are not easy to win over—and can you blame them? Decades of scams, broken promises, fake products, and poor service have taught people across the continent to ask hard questions before spending a single naira, cedi, or shilling. In an age where “buy now” buttons are everywhere, trust has become the real currency.
So if you’re a new or growing business wondering why your DMs are full of questions but your sales are slow, it might be time to rethink how you’re showing up—and how you’re building credibility. Here are 5 trust metrics African customers are checking before they hit that “Buy” button:
1. Social Proof: “Who’s vouching for you?”
Nothing speaks louder than the voice of someone who’s already bought from you—and lived to tell the tale. African customers aren’t just buying a product; they’re buying peace of mind. They want proof that others have bought from you and weren’t scammed, disappointed, or ignored.
Expect customers to:
- Scroll through your Instagram comments.
- Check for tagged posts from real people.
- Ask friends in group chats if anyone has tried your product.
Stat to know: A 2023 GeoPoll study found that 71% of Nigerians trust online reviews and testimonials when deciding to purchase a product online.
If you’re a new business, lean into this: offer early customers incentives for testimonials, share reviews publicly, and repost honest feedback—even the not-so-glamorous ones. People trust real over perfect.
2. Physical or Local Presence: “Can I reach you in the real world?”
“Where’s your shop?” might sound outdated in 2025, but it’s still a top question for online brands in Africa. People want to know you’re somewhere. That’s why African customers crave physical anchoring:
- A pickup point in a known neighbourhood.
- A WhatsApp status update showing your dispatch rider.
- Behind-the-scenes videos showing your team at work.
You don’t need a fancy store—but people want to feel like they could walk into your space if needed. In fact, a 2024 SMB Africa study revealed that new businesses with a visible local pickup option convert 32% better than those that only offer online orders. Even a pop-up stall at a weekend market can increase trust tenfold. It’s not just about location. It’s about legitimacy.
3. Verified Contact & Responsiveness: “Will you disappear after payment?”
When customers message you, they’re not just asking about price—they’re testing reliability. A working phone number. A verified email address. A WhatsApp Business profile. All these signals that you’re serious and reachable.
But here’s the deal: having contact info is step one. How you respond is step two. Slow or rude replies? Red flag.
Quick, polite, and helpful answers? Green light.
4. Return or Refund Policy: “If something goes wrong, what happens next?”
Here’s the thing: most customers won’t return your product. But they still want to know that they could. For example, I once bought an electronic device, but later realised it wasn’t what I had ordered. Although I had the option to return it, I didn’t go through with it due to the time, effort, and other reasons involved.
Most African businesses shy away from offering returns because of cost, complexity, or fear of abuse. But offering a clear, fair refund or return policy is one of the most powerful trust signals you can send. You don’t need to offer lifetime guarantees. Even a 3- or 7-day policy gives customers confidence that you stand by your product. It’s not about expecting refunds. It’s about removing fear.
5. Online Presence & Consistency: “Does your brand make sense?”
People trust what they can research. If your Instagram says one thing, your WhatsApp broadcast another, and your website hasn’t been updated in 9 months… you’re raising red flags.
Customers are watching for:
- Active and recent posts.
- Consistent branding (same logo, name, tone).
- Clear product descriptions and pricing.
Inconsistencies—no matter how small—raise suspicions. It’s like showing up to an interview in mismatched shoes. Invest in clean visuals, up-to-date pages, and a voice that feels like you know what you’re doing.
Final Word: Trust Isn’t Given—It’s Earned, Daily
Trust is not a funnel—it’s a foundation. Don’t wait until people complain to start showing your receipts. Bake transparency into your business from day one. Let people see you. Let them question you. And most importantly, answer with honesty, speed, and clarity. Because in Africa, once people trust you? They’ll fight for you. Refer you. Defend you. And bring their people along too. And that’s how new businesses become household names.
