Despite a global decline in smartphone sales, Africa’s market grew by 6% year-on-year in Q1 2025, reaching 19.4 million shipments, driven by strong offline retail, demographic momentum, and vendor focus on underserved segments, according to Canalys. Egypt led growth in North Africa with a 34% surge aided by import controls and local manufacturing, while Algeria posted 16% gains supported by telecom infrastructure and digital payments.
Sub-Saharan Africa showed mixed results: South Africa rose 14% boosted by tax cuts and 4G rollout, Kenya maintained modest growth through financing schemes, and Nigeria declined 7% amid economic challenges. TRANSSION’s growth slowed by 5%, Samsung held a 21% market share led by its A-series, Xiaomi grew 32%, and HONOR exploded with 283% growth thanks to 5G marketing.
Midrange phones ($100–$199) accounted for 42% of sales, with premium devices above $500 comprising only 1%, reflecting constrained consumer budgets often supplemented by financing programs. Canalys forecasts 3% growth for 2025 amid ongoing economic and trade pressures. With 4G powering 85% of shipments and increasing youth-driven digital demand, Africa’s smartphone market shows resilience shaped by local dynamics rather than global trends.
