Countries like Egypt and South Africa led the continent with double-digit gains, while Nigeria’s shipments fell 7% amid inflation and economic strain.
Brand competition intensifies
While TRANSSION remained Africa’s dominant vendor with a 47% market share, its shipments declined 5% from the previous year. Competitors are gaining ground:
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Samsung held 21% share, driven by its A-series phones.
Xiaomi grew 32%, led by success in Egypt and Nigeria.
HONOR surged 283% year-on-year, thanks to new 5G bundles and stronger local partnerships.
Samsung held 21% share, driven by its A-series phones
Samsung held 21% share, driven by its A-series phones
Egypt surges 34% to lead North Africa
Egypt topped the continental charts with a 34% increase in smartphone shipments compared to Q1 2024. The jump was driven by a combination of factors:
The government’s IMEI whitelisting policy aimed at cracking down on grey-market devices.
A renewed push for local manufacturing.
Macroeconomic stability that bolstered consumer confidence.
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South Africa leads Sub-Saharan region with 14% growth
South Africa posted a 14% year-on-year growth, thanks to:
The removal of luxury excise tax on smartphones under ZAR2,500 (US$137).
A national push to phase out 2G/3G and expand 4G/5G networks.
This has created a surge in demand for affordable smartphones among the country’s large youth population, even as the broader economy continues to face headwinds.
Nigeria’s smartphone market declined by 7%
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Nigeria’s smartphone market, on the other hand declined by 7% year-on-year. According to analysts, the drop was due to:
High inflation and weakening currency.
Shrinking disposable income.
Rising device prices and tighter financing.
Despite the decline, Nigeria’s young, tech-savvy population remains a long-term growth opportunity, the report noted.
Kenya and Algeria show steady resilience
Kenya saw 1% growth, a modest rise powered by the adoption of micro-lending apps, 4G device upgrades, and the use of loop-based smartphone financing. Algeria also grew 16%, supported by telecom investment and rising smartphone penetration.
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“Global trade disruptions, driven by US-China tariff tensions, are expected to dampen consumer sentiment in major economies, with cascading effects on emerging markets. As investment flows tighten, Africa’s economically sensitive markets face increased volatility. While 4G and early-stage 5G deployments offer promise, they require high capital commitments. Urban youth, driven by digital aspirations, represent a strong demand base. Yet, limited disposable income and growing reliance on financing continue to constrain broader market stability,” stated Pravinkuma, Principal Analyst at Canalys.
