Africa’s smartphone market is expected to grow by just 2% in 2025 due to economic challenges such as high inflation, currency depreciation, and policy shifts, according to Canalys’ latest research. Despite the overall slowdown, Chinese smartphone vendors, particularly Transsion, Xiaomi, Realme, and OPPO, are showing significant growth.
Nigeria’s market declined by 1% in Q4 2024, with rising living costs outpacing festive season gains. Kenya faced a 4% drop in Q4 2024 due to new regulations requiring tax compliance for device connectivity, which increased vendor operational challenges. South Africa saw a mild 1% decline in Q4, while Egypt continued its strong growth with a 12% increase.
Algeria’s market grew by 11% in Q4 2024, benefiting from post-2020 economic reforms, whereas Morocco experienced a sharp 34% decline due to higher customs duties that led to reduced consumer spending. The sub-$100 price band surged by 49% in Q4 2024, reflecting the financial strain on African consumers.
Transsion maintained its leadership with a 49% market share but saw only a modest 1% year-on-year growth in Q4 2024. Xiaomi experienced a 22% increase, driven by expansion in West Africa, while Realme saw impressive 70% growth due to market expansion in North and East Africa. OPPO increased its local production investment in Egypt and Turkey to solidify long-term growth.
Meanwhile, Samsung saw a 17% decline in shipments, although its average sales price rose by 9%, focusing on the mid-premium segment.
