Significant Surge in Africa’s Smartphone Shipments in 3Q25
According to the latest research conducted by Omdia, Africa’s smartphone shipments skyrocketed by 24% year-on-year, reaching 22.8 million units in the third quarter of 2025. This remarkable resurgence marks a return to double-digit growth after a prolonged five-quarter deceleration.
The rebound not only exceeded the modest recovery seen in the global smartphone market but was also propelled by robust demand in pivotal markets, stable currency fluctuations, increased adoption of financing options, and a resurgence in retail activities.
Regional Performance Highlights
Throughout North and Sub-Saharan Africa, most markets experienced double-digit growth in smartphone shipments during Q3. Notably, Algeria was the sole exception, registering a modest growth of just 4%.
Nigeria and Egypt each comprised 14% of regional shipments, although their recovery trajectories were influenced by divergent dynamics.
Nigeria’s market surged by an impressive 29%, largely due to a surge in imports spurred by the stabilization of the Naira and the introduction of refreshed sub-US$150 portfolios, which catalyzed upgrades in open-market retail.
Conversely, Egypt experienced a 19% increase, buoyed by a stronger momentum within the mid-range segment, where brands aggressively targeted the US$150–250 price range with bundled offerings and expanded outreach into mass market channels.
Leading Markets
- South Africa: Led the charge with a remarkable 31% growth, driven by prepaid acceleration in both the value and mid-tier segments. This growth was bolstered by new product launches and intensified retail promotions, particularly following the removal of a 9% ad valorem tax earlier this year.
- Kenya: Witnessed a robust 17% year-on-year growth, increasingly powered by the rising penetration of device financing, which has now become a crucial driver of smartphone sell-through. Retailers and operators have expanded installment-based plans that have enhanced demand for newly refreshed entry-level models.
“Africa exhibited an extraordinary dual surge in Q3—sub-US$100 smartphones soared by 57%, marking the fastest growth in three quarters, while those priced above US$500 experienced a 52% increase,” stated Manish Pravinkumar, Principal Analyst at Omdia.
He added that the entry-tier segment was invigorated by TRANSSION, which recorded a commendable 25% year-on-year growth, largely owing to sustained demand across Algeria, Egypt, Morocco, Nigeria, Kenya, and South Africa.
This momentum was further enhanced by the introduction of updated flagship models such as TECNO’s Camon 40 and Spark 40, as well as Infinix’s Hot 60 and Smart 10, along with itel’s A90.
On the premium front, Samsung dominated expansion with the Galaxy S24 and S24 FE 5G, particularly in markets like South Africa, Senegal, and Algeria. However, the overall market growth was limited to 5%, as consumers gravitated more towards value models such as the A06, A07, and A16.
Future Trends and Challenges
Xiaomi is intensifying its long-term strategy in Africa, gearing up to penetrate over 15 new markets in the near future while recently inaugurating its first directly-owned branded outlet in Morocco.
The company aims to strengthen its presence in the sub-US$150 segment, reporting solid volumes from the A5 4G and Redmi 15C 4G, which collectively constituted half of its total shipments.
OPPO is fortifying its footprint in North Africa, with a particular focus on Egypt as a pivotal hub, while HONOR has sustained viable growth in South Africa, gaining traction with value-focused devices like the HONOR 200 Lite.
“Looking ahead, Africa’s smartphone market is projected to decline by 6% in 2026 as supply-side pressures mount,” remarked Pravinkumar.
Escalating BOM costs, constrained memory availability, elevated shipping and insurance fees, along with enduring currency volatility, will disproportionately impact the low-end 4G segment that captures the bulk of African demand.
Consequently, these challenges will result in increased average selling prices, particularly within the US$80–150 range, thereby presenting renewed affordability dilemmas for consumers.
In order to navigate this landscape, vendors must bolster financing partnerships, optimize inventory channels, and implement aggressive localization strategies to manage costs and sustain upgrade momentum in the face of economic challenges.
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