Smartphone Demand in Africa Looking Up

May 30, 2025

(3 Minutes Read)

Across the African continent, smartphone shipments have increased for the eighth consecutive quarter, with Canalys (now part of Omdia) reporting a 6% rise year on year, reaching 19.4 million units in Q1 2025.

Egypt emerged as the standout market in North Africa during the first quarter of 2025, recording a 34% year-on-year increase in smartphone shipments, according to a Canalys report.

This impressive growth was driven by efforts to combat grey-market devices through IMEI whitelisting, improved macroeconomic stability, and renewed investment in local manufacturing.

Algeria followed with a solid 16% expansion, supported by government policies, advances in telecom infrastructure, and growing consumer adoption of mobile payment platforms like the recent launch of “DZ Mob Pay.”

While demand for entry-level devices softened in some regions, Africa benefited from robust offline retail activity and vendor efforts to cover diverse market segments. Key policy initiatives, currency stabilisation, and early product launches targeting value-conscious buyers helped sustain this momentum.

In Sub-Saharan Africa, South Africa led regional growth with a 14% increase, spurred by government measures such as removing a 9% luxury excise tax on smartphones under ZAR 2,500 (approximately USD 137) and phasing out older 2G and 3G networks to expand 4G and 5G coverage.

Nigeria’s market, however, contracted by 7% due to ongoing economic challenges, although its large, youthful, and tech-savvy population continues to offer long-term potential. Kenya saw a modest 1% increase, fueled by the steady uptake of flexible financing options.

Among smartphone brands, TRANSSION experienced a 5% decline after seven quarters of growth, as competitors adopted similar distribution models emphasising localised credit and after-sales support.

Samsung, holding a 21% market share, performed well in South Africa and Egypt, with its A-series devices accounting for 60% of shipments. Xiaomi grew 32%, led by strong sales in Egypt and Nigeria, while OPPO and HONOR posted 17% and 283% growth, respectively, boosted by local assembly and strategic partnerships.

Despite positive trends, economic pressures and infrastructural challenges continue to limit broader growth. With 4G phones comprising 85% of shipments and mid-tier devices dominating 42% of the market, consumers remain cautious, and reliance on financing raises concerns about debt sustainability.

Looking ahead, Canalys projects a 3% growth rate for Africa’s smartphone market in 2025, citing ongoing macroeconomic uncertainties and global trade tensions as key challenges. Nonetheless, urban youth with digital ambitions remain a vibrant market segment, even as limited disposable incomes and credit dependency temper overall demand.