Egypt leads as Africa’s smartphone market kicks off 2025 with a promising first quarter
But the market leader, TRANSSION saw its first stumble after seven long quarters of growth.
In a year where the global smartphone market suffered decline in sales, Africa quietly delivered another win. While global brands faced shrinking demand and cautious consumers, the continent’s market kept climbing thanks to a unique mix of resilience, retail strength, and demographic momentum, powering another quarter of growth.
Smartphone shipments in Africa rose 6% year-on-year in Q1 2025, reaching 19.4 million units, according to Canalys. Offline retail remained a critical growth engine, supported by stable demand across diverse markets and a renewed vendor push into underserved segments.
Emmanuel Oyedeji
Egypt led regional growth with a 34% surge in shipments, helped by tighter import controls and increased local manufacturing. Algeria followed with 16% growth, supported by improving telecom infrastructure and digital payment adoption. These gains helped lift North Africa’s overall performance.
However, Sub-Saharan Africa told a more mixed story. South Africa climbed 14% on tax cuts and faster 4G rollouts, while Nigeria slipped 7% under economic strain. Kenya held steady with modest growth, propped up by financing programs making smartphones more accessible.
On the vendor front, TRANSSION saw its first stumble after seven long quarters of growth, dropping 5% as competitors adopted similar retail strategies. Samsung maintained its 21% market share as its A-series models continued to dominate its shipment volume in Egypt and South Africa, while Xiaomi surged 32%, capitalizing on demand in Egypt and Nigeria. HONOR was the breakout brand, soaring 283% thanks to strong telecom tie-ins and aggressive 5G marketing.
But even as shipments rise, pricing reveals the strain. Midrange phones in the $100–$199 range made up 42% of Q1 sales, while just 1% of devices sold cost more than $500. Consumers are eager but constrained, with many turning to financing schemes like EasyBuy in Nigeria and LOOP in Kenya to afford upgrades.
Looking ahead, Canalys projects just 3% growth for the year as global trade tensions and local economic pressures linger.
Still, with 4G now powering 85% of shipments and youth-led digital demand growing, Africa’s smartphone market is proving it can grow under pressure, and that its next chapter won’t be written by global trends, but by the choices made within.
Emmanuel Oyedeji
