LONDON, February 25, 2026: New research from Omdia shows Africa’s smartphone market closed 2025 on a strong note. 4Q25 shipments rose 14% year-on-year to 23.1 million units, supported by expanding device-financing options across East, West, and Southern Africa. Stabilizing currencies, accelerating 4G adoption, and early-stage 5G uptake in markets such as South Africa and Egypt also contributed, alongside festive-season promotions and channel-led affordability initiatives.
For the full year 2025, Africa shipped 84.4 million smartphones, growing 13% year-on-year and outperforming global market trends. The year marked the strongest recovery phase since 2021, as deferred replacement demand normalized and channel inventories stabilized across major markets. Smartphones accounted for approximately 55% of total mobile handset shipments in 2025, highlighting the region’s ongoing transition from feature phones to entry-level and mid-tier smartphones.
In 4Q25, Sub-Saharan Africa outpaced North Africa, reinforcing its position as the region’s primary growth engine. South Africa led with 38% year-on-year growth, supported by strong prepaid demand, with sub-US$100 devices accounting for 22% of shipments. Nigeria expanded 25%, driven by sustained uptake of affordable 4G smartphones as broader connectivity usage continued to rise, with the sub-US$200 segment remaining the dominant volume tier. Kenya posted a modest 3% increase, as cost-of-living pressures constrained discretionary upgrades. In North Africa, Egypt grew 22%, underpinned by local manufacturing advantages and value-focused portfolios from vendors such as Samsung, Xiaomi and OPPO, with devices priced between US$100–US$199 accounting for 60% of shipments and growing 19% year-on-year. Algeria rose 5%, while Morocco declined 3%, as elevated import duties continued to weigh on affordability.
“4Q25 underscored the growing strain on Africa’s entry-tier smartphone segment as input costs continued to climb,” said Manish Pravinkumar, Principal Analyst at Omdia. “TRANSSION retained leadership with a 44% market share, but growth moderated to 3% due to its heavier concentration in ultra-low-price bands, which made it more exposed to pricing pressure in key African markets. In contrast, Samsung delivered 27% growth – its strongest quarterly result since 4Q21 – benefiting from broader portfolio depth and cost absorption capabilities across its Galaxy A-series. Xiaomi also grew 12%, supported by improved channel execution and a more localized product strategy tailored by market. Africa’s smartphone ASPs increased 11% in 4Q25, reflecting higher bills of materials and a shift toward better-specified entry and mid-tier devices.”
“HONOR sustained double-digit growth for a second consecutive year, expanding beyond South Africa into Egypt and Morocco, driven by its X-series and mid-range positioning. Strengthened partnerships with operators such as Vodacom and MTN in South Africa have supported broader brand visibility and distribution reach. OPPO, meanwhile with 26% growth, reinforced its position in Egypt and East Africa, securing fifth place by targeting mid-range and premium segments and refining its portfolio to appeal to younger consumers.”
“Following a strong 2025, Africa’s smartphone market is forecast to undergo a correction in 2026, with shipments expected to decline by 23% year-on-year,” added Pravinkumar. “With 81% of 2025 shipments priced below US$200, the region’s core volume segment remains highly exposed to component inflation. As prices increase, prepaid and first-time buyers are likely to delay upgrades or shift toward lower configurations and refurbished alternatives. Channel partners are expected to adopt tighter inventory discipline, focusing on faster-moving SKUs and reducing exposure to slower entry-tier models as stock risks rise. The impact will vary by market: Nigeria and Kenya, where demand is concentrated in sub-US$200 devices, are likely to see sharper volume pressure, Egypt may remain relatively more resilient due to local manufacturing advantages, and South Africa’s more mature operator-led structure offers some insulation through postpaid and premium demand. The key challenge in 2026 will be maintaining affordability in a cost-constrained environment without destabilizing channel inventories.”
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