Devices & Platforms

Upturn for smartphones in Africa – but will it last?

New research from consulting group Omdia shows Africa’s smartphone market closed 2025 on a strong note. But will this trend continue into 2026? The news there is less positive.

According to Omnia, 4Q25 shipments rose 14% year-on-year to 23.1 million units, supported by expanding device-financing options across East, West and Southern Africa.

Stabilising 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.

The whole of 2025 reportedly saw Africa shipping 84.4 million smartphones; market growth was 13% year-on-year, outperforming global market trends. The year marked the strongest recovery phase since 2021, as deferred replacement demand normalised and channel inventories stabilised across major markets.

Smartphones still don’t totally dominate the African market, albeit they accounted for approximately 55% of total mobile handset shipments in 2025.

In 4Q25, sub-Saharan African growth apparently outpaced that of North Africa. 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 thanks to cost-of-living pressures.

Egypt grew 22%, underpinned by local manufacturing advantages and value-focused portfolios from a number of vendors (devices priced between US$100–US$199 accounted for 60% of shipments). Algeria rose 5%, while Morocco declined 3%, as elevated import duties continued to weigh on affordability.

However, Manish Pravinkumar, Principal Analyst at Omdia, notes the “growing strain on Africa’s entry-tier smartphone segment” due to climbing input costs.

He highlights Transsion’s leadership with a 44% market share, albeit much of this is in ultra-low-price bands. Samsung and Xiaomi both enjoyed growth, as did Honor and Oppo.

But this may not last. “Following a strong 2025,” says Pravinkumar, “Africa’s smartphone market is forecast to undergo a correction in 2026, with shipments expected to decline by 23% year-on-year.” 

Low-price devices in particular will be hit by component inflation. He explains: “The key challenge in 2026 will be maintaining affordability in a cost-constrained environment without destabilising channel inventories.”



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