African Smartphone Market Experiences Notable Resurgence in 3Q25
In the third quarter of 2025, Africa’s smartphone shipments soared by 24% year on year, reaching 22.8 million units, according to the latest analysis from Omdia. This uptick marks a significant rebound to double-digit growth, reversing a trend of five consecutive quarters of deceleration.
This revitalization surpassed modest recoveries in the global smartphone landscape, fueled by robust demand in pivotal markets, currency stabilization, increased financing adoption, and enhanced retail activity.
Market Dynamics and Regional Performance
Across both North and Sub-Saharan Africa, most markets reported double-digit growth in smartphone shipments during Q3, with Algeria standing out as the solitary exception at just 4%.
Nigeria and Egypt each represented 14% of the regional shipment total, though their respective recoveries emerged from distinct market dynamics.
Nigeria witnessed a remarkable 29% surge, as vendors ramped up imports in the wake of Naira stabilization and a refreshed portfolio of sub-US$150 devices, catalyzing upgrades in open-market retail.
Conversely, Egypt experienced a 19% increase, buoyed by a solid mid-range push where brands aggressively marketed within the US$150–250 segment, providing bundled offers and expanding their reach into mass market channels.
Leading Growth in Key Markets
South Africa exhibited the highest growth rate at 31%, driven by an acceleration in prepaid purchases within the value and mid-tier segments, augmented by new product launches and intensified retail promotions.
Retail giants such as Pepkor and Ackerman’s reaped the benefits from the earlier removal of the 9% ad valorem tax this year.
Meanwhile, Kenya demonstrated a notable 17% growth year on year, propelled by increased penetration of device financing, which has emerged as a key driver of smartphone sales as retailers and operators scaled up installment plans, boosting demand for refreshed entry-level models.
Market Insights from Omdia Analysts
“Africa showcased an extraordinary dual surge in Q3—sub-US$100 smartphones skyrocketed by 57%, their fastest ascent in three quarters, while premium devices priced above US$500 recorded a 52% increase,” stated Manish Pravinkumar, Principal Analyst at Omdia.
“The entry-tier segment was invigorated by TRANSSION, boasting a 25% year-on-year growth amid sustained demand throughout Algeria, Egypt, Morocco, Nigeria, Kenya, and South Africa. This growth trajectory was supported by the renewed success of flagship models such as TECNO’s Camon 40 and Spark 40, Infinix’s Hot 60 and Smart 10, along with itel’s A90.
In the premium arena, Samsung thrived, buoyed by demand for the Galaxy S24 and S24 FE 5G across markets like South Africa, Senegal, and Algeria, although overall growth was limited to 5% as consumers gravitated toward more value-oriented models like the A06, A07, and A16.”
Future Strategies and Challenges
Xiaomi is intensifying its long-term strategy in Africa, preparing to penetrate over 15 new markets in the upcoming months while recently inaugurating its first directly owned store in Morocco.
The company continues to capitalize on the sub-US$150 segment, bolstered by strong performance from models such as the A5 4G and Redmi 15C 4G, which collectively constituted half of its shipments.
OPPO has bolstered its North African presence, positioning Egypt as a central hub whilst sustaining mid-tier momentum, whereas HONOR has shown commendable growth in South Africa, gaining market share with devices focused on value, such as the HONOR 200 Lite.
Outlook for the Smartphone Landscape
“Looking forward, Africa’s smartphone market is anticipated to contract by 6% in 2026 as supply-side pressures mount,” cautioned Pravinkumar.
“Escalating bill-of-materials costs, constrained memory availability, heightened shipping and insurance expenses, and ongoing currency instability will disproportionately impact the low-end 4G segment, where the bulk of African demand resides.
These challenges will likely drive average selling prices higher, particularly within the US$80–150 range, exacerbating affordability issues for consumers. To thrive in this challenging environment, vendors will need to bolster financing collaborations, optimize inventory channels, and adopt more localized strategies to manage costs while maintaining upgrade momentum amidst economic turmoil.”
Source link: Communicationstoday.co.in.
