Africa’s Smartphone Market Powers Through Nine Quarters of Growth

In much of the world, smartphone sales are stalling. But in Africa, the story is playing out differently. For nine straight quarters, shipments have kept climbing, a rare bright spot in a sluggish global market.

In the second quarter of 2025, shipments across the continent climbed 7% year on year to 19.2 million units, according to Canalys, one of the best performances anywhere in the world. The growth wasn’t the result of a promotion or product launch. It was the result of economic pressure easing in key markets, currencies finding stability, and vendors being ready at exactly the right time.

The Return of Buying Power

Egypt stood out with a 21% jump, as households felt their money stretch further after years of inflation. Locally made factories, which increased in the first half of the year, came at the perfect time for the Eid shopping season, keeping the shelves stocked as demand picked up.

Nigeria followed up 10% on a more stabilised naira, which tempted consumers to upgrade. Even modest improvements in economic stability were evident in a quick response in an economy that is price-sensitive.

South African expansion appeared modest at 2%, but the underlying tone was dramatic. Carrier deals and funding strategies made 5G phones affordable for more families, and 5G shipments surged by 63%. The aspirational became attainable overnight.

However, the momentum was unevenly spread across the continent. Kenya dropped 2%, showing relative resilience, as Algeria and Morocco dropped 27% and 7% under the impact of import restrictions and weakening demand.

Winners and Strugglers

Vendor dynamics told another story. TRANSSION, still the market leader, grew 6% by leaning heavily into sub-$100 devices, a category that spiked 38% and continues to define Africa’s growth engine. Samsung added 3% by expanding into Nigeria and Egypt with affordable models like the Galaxy A06.

Xiaomi, nonetheless, stole the show with a 32% surge and 14% market share on the back of aggressive channel expansion and local investment. HONOR also picked up steam with mid-range demand, with South Africa now accounting for nearly two-thirds of its business in the region. OPPO fell 11% but is investing in Egypt with new flagship retail stores to support a long-term presence.

What Comes Next?

Looking ahead, the growth in smartphone sales on the continent is set to continue. According to analysts, African smartphone shipments are expected to increase by 3% in 2025, outpacing the global average. The real frontier is the rural markets, where feature phones still dominate and mobile money is revolutionizing how people connect.

“Made in Africa” is shifting from aspiration to necessity. Egypt and Ethiopia are leading the charge in assembly, while Uganda and Algeria build smaller ecosystems. Local production reduces costs, avoids tariffs, and builds government trust at a time when policymakers want domestic manufacturing to play a central role.

Nine straight quarters of growth tell a simple story: Africa’s smartphone market is expanding on its own terms, driven less by hype and more by affordability, access, and local resilience.