Africa’s smartphone market is on the rise, making it one of the most exciting regions for buyers in 2025. According to the latest research from Canalys (now part of Omdia), smartphone shipments in Africa grew 7 percent year-on-year in Q2 2025, reaching 19.2 million units—outpacing most global markets.
Strong Demand Across Key Markets
The growth was fueled by easing inflation in Egypt, Nigeria, and South Africa, alongside improving currency stability that boosted consumer purchasing power. Egypt recorded 21 percent growth as local manufacturing ramped up to meet demand during the Eid season. Nigeria bounced back with 10 percent growth, while South Africa saw 5G smartphone shipments surge 63 percent, thanks to affordable financing and partnerships with mobile operators.
In contrast, smaller markets like Algeria (-27 percent) and Morocco (-7 percent) faced challenges from weak demand and import restrictions, showing how uneven the region’s growth remains.
Affordable Smartphones Lead the Charge
The African smartphone boom is being driven by affordable models under $100, which surged 38 percent in Q2 2025. This trend is keeping average prices low and making smartphones more accessible to first-time buyers and rural communities, Manish Pravinkumar, Principal Analyst at Canalys (now part of Omdia). said.
Marketshare
In Q2 2025, Africa’s smartphone market saw mixed performance among leading vendors compared with Q2 2024.
TRANSSION (TECNO, itel, Infinix) remained the dominant leader, shipping 9.7 million units and holding a 51 percent market share, up from 9.2 million units in Q2 2024, though its share was stable at 51 percent.
Samsung shipped 3.4 million units, slightly higher than 3.3 million a year earlier, but its market share dipped from 19 percent to 18 percent.
Xiaomi posted the strongest growth, with shipments rising to 2.8 million units from 2.1 million, lifting its market share from 12 percent to 14 percent.
HONOR surged significantly, shipping 0.8 million units compared to just 0.3 million in Q2 2024, doubling its market share from 2 percent to 4 percent.
OPPO saw shipments decline slightly to 0.7 million units from 0.8 million, with its market share stable at 4 percent.
Other brands collectively fell, shipping 1.8 million units versus 2.2 million a year earlier, with their combined share dropping from 12 percent to 9 percent.
Overall, TRANSSION consolidated its dominance, Xiaomi and HONOR gained share, while Samsung, OPPO, and smaller vendors either lost ground or remained flat.
Acitivities
TRANSSION (TECNO, itel, Infinix) held the top spot with steady growth, focusing on ultra-low-cost phones.
Samsung expanded beyond South Africa into Egypt and Nigeria with budget-friendly Galaxy models like the A06.
Xiaomi jumped 32 percent year-on-year, fueled by aggressive retail expansion and local investments.
HONOR gained traction with mid-range bestsellers such as the X7c and 400 Lite, supported by operator partnerships.
OPPO, despite a small decline, doubled down on Egypt with its first combined Experience and Service Store in Cairo, signaling long-term commitment to buyers in the region.
Why This Matters for Smartphone Buyers
For buyers in Africa, this means:
More affordable options: Sub-$100 smartphones are increasingly available.
Better financing schemes: Especially in South Africa and Nigeria, making mid-range and 5G devices easier to buy.
Stronger local availability: With Egypt, Ethiopia, and other countries boosting local assembly, “Made in Africa” phones are set to cut costs and improve access.
Faster 5G adoption: More budget 5G phones are entering the market, giving buyers future-ready devices at lower prices.
Outlook for 2025 and Beyond
Africa’s smartphone market is forecast to grow another 3 percent in 2025, outpacing global demand despite rising component costs. With smartphones just crossing 50 percent of total mobile connections, millions of users are still upgrading from feature phones. The convergence of local manufacturing, mobile money, and affordable financing is expected to make smartphones even more accessible — cementing Africa as the next big growth hub for global brands and a buyers’ paradise for affordable, feature-rich devices.
Baburajan Kizhakedath