Africa’s Smartphone Market Hits 84.4 Million Shipments in 2025, Up 13%
This growth was supported by expanding device-financing options across East, West, and Southern Africa. Stabilizing currencies, accelerating 4G adoption, and early-stage 5G uptake in markets such as South Africa and Egypt also contributed.
New research from Omdia shows that Africa’s smartphone market closed 2025 on a strong note. In the fourth quarter of 2025 (4Q25), smartphone shipments rose 14% year-on-year, reaching 23.1 million units. This growth was supported by expanding device-financing options across East, West, and Southern Africa. Stabilizing currencies, accelerating 4G adoption, and early-stage 5G uptake in markets such as South Africa and Egypt also contributed. Festive-season promotions and channel-led affordability initiatives further boosted demand.
For the full year 2025, Africa shipped 84.4 million smartphones, representing 13% year-on-year growth and outperforming global market trends. This marked the region’s strongest recovery phase since 2021, as deferred replacement demand normalized and channel inventories stabilized across major markets. Smartphones accounted for approximately 55% of total mobile handset shipments, highlighting Africa’s ongoing transition from feature phones to entry-level and mid-tier smartphones.
In 4Q25, Sub-Saharan Africa outpaced North Africa, reinforcing its position as the region’s primary growth engine. South Africa led with 38% year-on-year growth, driven by strong prepaid demand, with sub-US$100 devices accounting for 22% of shipments. Nigeria expanded 25%, fueled by sustained uptake of affordable 4G smartphones and growing broader connectivity usage, with the sub-US$200 segment remaining the dominant volume tier. Kenya posted a modest 3% increase, as cost-of-living pressures constrained discretionary upgrades.
In North Africa, Egypt grew 22%, supported by local manufacturing advantages and value-focused portfolios from vendors such as Samsung, Xiaomi, and OPPO. Devices priced between US$100–US$199 accounted for 60% of shipments, growing 19% year-on-year. Algeria saw a 5% increase, while Morocco declined 3%, as elevated import duties continued to weigh on affordability.
TRANSSION retained leadership with a 44% market share, though growth moderated to 3% due to its focus on ultra-low-price devices exposed to pricing pressures. Samsung delivered 27% growth—its strongest quarterly result since 4Q21—benefiting from broader portfolio depth and cost absorption capabilities across its Galaxy A-series. Xiaomi grew 12%, supported by improved channel execution and a more localized product strategy tailored to individual markets. Africa’s smartphone average selling prices (ASPs) increased 11% in 4Q25, reflecting higher bills of materials and a shift toward better-specified entry and mid-tier devices.
HUAWEI’s HONOR brand sustained double-digit growth for a second consecutive year, expanding beyond South Africa into Egypt and Morocco through its X-series and mid-range positioning. Strengthened partnerships with operators such as Vodacom and MTN in South Africa supported broader brand visibility and distribution. OPPO posted 26% growth, reinforcing its position in Egypt and East Africa, targeting mid-range and premium segments while refining its portfolio to appeal to younger consumers.
Looking ahead, Africa’s smartphone market is expected to undergo a correction in 2026, with shipments forecast to decline by 23% year-on-year. With 81% of 2025 shipments priced below US$200, the region’s core volume segment remains highly exposed to component inflation. As prices rise, prepaid and first-time buyers are likely to delay upgrades or shift toward lower configurations and refurbished alternatives. Channel partners are expected to adopt tighter inventory discipline, focusing on faster-moving SKUs and reducing exposure to slower entry-tier models.
The impact of these trends will vary by market. Nigeria and Kenya, where demand is concentrated in sub-US$200 devices, are likely to see sharper volume pressure. Egypt may remain relatively resilient due to local manufacturing advantages, while South Africa’s more mature operator-led structure offers some insulation through postpaid and premium demand. The key challenge in 2026 will be maintaining affordability in a cost-constrained environment without destabilizing channel inventories.
