Africa’s Smartphone Market Surges 7% in Q2 2025, Outpacing Global Growth
The growth was driven by easing inflation in key markets such as Egypt, Nigeria and South Africa, alongside stronger local currencies that boosted consumer spending power.
Africa’s smartphone market posted one of the strongest performances worldwide in the second quarter of 2025, with shipments climbing 7% year on year to 19.2 million units, according to new research from Canalys , now part of Omdia. The growth was driven by easing inflation in key markets such as Egypt, Nigeria and South Africa, alongside stronger local currencies that boosted consumer spending power.
The continent is forecast to sustain a compound annual growth rate of 2.1% from 2025 to 2029, setting it on course to outpace the subdued global smartphone market.
Egypt was the standout performer, growing 21% as vendors ramped up local production capacity to meet strong demand during Eid promotions. Nigeria rebounded with 10% growth thanks to a more stable naira, while South Africa posted a modest 2% increase. The real driver in South Africa was 5G, where shipments surged 63% on the back of new financing options, broader penetration and deeper operator partnerships. Kenya slipped just 2%, showing relative resilience, while Algeria and Morocco slumped 27% and 7% respectively, hit by weak demand and stricter import controls. Senegal managed a modest 3% rise.
“Demand for ultra-low-cost smartphones is reshaping Africa’s market, with sub-US$100 models soaring 38% in Q2 and keeping average selling prices on a downward trend since 2023.”
– Manish Pravinkumar, Principal Analyst, Canalys
Among vendors, TRANSSION maintained its dominance with 51% market share and 6% growth, but faces challenges in moving up the value chain despite TECNO’s mid-range push. Samsung gained 3%, expanding beyond its South African stronghold into Egypt and Nigeria through retail expansion and affordable launches such as the Galaxy A06. Xiaomi surged 32% to secure third place with a 14% share, while HONOR more than doubled shipments to capture 4%, with South Africa now accounting for nearly two-thirds of its regional business. OPPO slipped 11%, though it is doubling down on Egypt with the opening of its first combined Experience and Service Store in Cairo as part of a wider retail strategy.
Looking ahead, Canalys expects Africa’s smartphone shipments to rise another 3% in 2025, defying global stagnation despite the pressure of rising component costs. Analysts believe the next growth frontier lies in rural markets, where limited access to traditional banking is fueling demand for mobile money, fintech and digital services.
“Smartphones have only just surpassed half of total connections in Africa, with feature phones still entrenched in low-income communities. Affordability remains the biggest barrier, forcing vendors to double down on ultra-low-cost models, financing schemes and localized strategies.”
– Manish Pravinkumar, Principal Analyst, Canalys
Beyond consumer demand, Africa is also shifting from being a consumption-driven market to an emerging manufacturing hub. Egypt and Ethiopia are leading the push into local assembly, with Uganda and Algeria building smaller ecosystems. Analysts say this “Made in Africa” momentum is becoming essential, offering cost advantages and leveraging regional trade agreements to reduce tariffs and support sustainable growth.
