Africa’s smartphone market began 2025 on strong footing, with North Africa emerging as the top-performing region for shipments, according to new data from Canalys, now part of global technology research firm Omdia.
Shipments across the continent rose 6% year-on-year in the first quarter of 2025, reaching 19.4 million units. The increase marks the eighth consecutive quarter of growth, defying global softness in entry-level demand and underlining the resilience of Africa’s consumer tech sector.
While other regions reported declining appetite for budget devices, Canalys attributed Africa’s steady gains to robust offline retail activity and an aggressive push by vendors to widen distribution and improve accessibility.
“Q1 momentum was also supported by targeted policy moves in key markets, easing currency volatility and early-year product refreshes aimed at the value-conscious segment,” the report stated.
Egypt led North Africa, recording a 34% year-on-year increase in shipments. The spike was attributed to IMEI whitelisting, which has helped curb grey-market imports, macroeconomic stabilization, and a renewed focus on domestic smartphone manufacturing.
Algeria’s market expanded by 16%, buoyed by telecom upgrades, rising consumer demand, and policy shifts. Notably, the launch of DZ Mob Pay, Algeria’s QR-based mobile payments system, signaled growing digital finance adoption and further integration of mobile-first solutions in everyday transactions.
In Sub-Saharan Africa, South Africa recorded 14% shipment growth, supported by government moves such as eliminating a 9% excise tax on smartphones under ZAR2,500 (approximately US$137), and the transition away from legacy 2G/3G networks to enable broader 4G and 5G access.
Nigeria, Africa’s largest market, contracted by 7% in Q1, reflecting economic headwinds that shifted consumer spending toward essentials. Still, Canalys noted the country’s long-term market potential, given its large, digitally engaged youth population.
Kenya posted modest 1% growth, underpinned by increasing uptake of smartphone financing models that lower barriers to ownership.
Market competition also intensified, with players vying for dominance across price points and channels. Manish Pravinkumar, principal analyst at Canalys, observed; “Competitors have begun replicating their three-tier channel model, built on national distributors, regional wholesalers and micro-retailers offering credit, promotions, and localized after-sales support.
“This has enabled deep reach, but rivals are now winning over young shoppers with sleeker designs, better specs and bolder marketing.” Samsung maintained a strong foothold with a 21% market share, particularly in South Africa and Egypt. The brand’s mass-market A-series accounted for 60% of its total shipments, despite a parallel push into premium devices.
Xiaomi posted 32% year-on-year growth, with Egypt and Nigeria leading demand for its Redmi 14C and A-series models. OPPO reported a 17% rise in shipments, supported by local assembly efforts and omnichannel promotion of its A-series and Reno lines.
HONOR registered the sharpest year-on-year growth, jumping 283%, driven by its flagship Magic series and bundled 5G offers with major operators MTN and Vodacom, efforts that boosted both visibility and uptake in key African markets.
