The study was guided by three research objectives and underpinned by two theories: Technological Determinism and Social Presence Theories. The study was tilted toward qualitative methodology while library research design was adopted in studying secondary data obtained from books, journals, and newspapers which were analysed. Among other findings, the study ascertained that the Internet and other communication technology channels are generally changing many aspects of consumers’ buying behaviour all over the world, including Nigeria, to new goods and services and that the Internet and the World Wide Web have transformed how goods are bought and the way businesses are conducted. The study also found that despite the prospect of online marketing and advertising, unpredictable fixed line networks in Nigeria and unstable electricity supply, pose serious challenges to online marketing and advertising in Nigeria. The study concluded that these situations pose challenges to sustainable marketing communication in Nigeria. Given these findings, the study recommended among others that, the government and all the relevant stakeholders should improve internet infrastructure in Nigeria, constant electricity supply, and make data subscription affordable and that online advertising messages need to be compelling and engaging to be able to capture and retain audience attention, to achieve the desired result.