Emir BardakçıAccording to a new report from Omdia, Africa’s smartphone market grew 24% year-on-year in Q3 2025, its fastest growth in three years. This increase is a reflection of rising demand across both North Africa and sub-Saharan Africa, supported by improved consumer finance programs, tax adjustments, and strong entry-level device performance.
Growth rates in the major countries illustrate this momentum. South Africa grew the most with 31% due to prepaid promotions and a removed 9% consumption tax. In Nigeria, growth reached 29%, where a stabilizing currency boosted upgrades under the USD $150 segment. Egypt grew 19% on the back of growing mid-range adoption; similarly, Kenya grew 17% due to expanding installment payment plans. Only Algeria saw modest growth at 4%.
Market Performance by Brands
The dynamics of the smartphone brands in Africa were diverse in Q3 2025. Indeed, an expanding entry-level segment and rising mid-range interest continue to reshape the competitive landscape in favor of those manufacturers with strong localization strategies.
Transsion Group Maintains Market Leadership
Transsion, which includes TECNO, Infinix, and itel, increased its shipments by 25% year-on-year. With devices such as the Camon 40 and Spark 40, Transsion captured 56% of the sub-$100 market in key countries including Egypt and Nigeria. It now holds a 51% overall share, reflecting strong alignment with local consumer needs.
Samsung Leads the High-End Segment
Samsung’s market share stabilized at 15% thanks to premium demand for the Galaxy S24 series in countries like Senegal, but overall growth was only 5%, representing a much slower expansion compared to other rising brands.
Xiaomi Sees 34% Growth as Expansion Accelerates
Xiaomi is expanding its African footprint with a balanced portfolio driven by entry-level and mid-range devices. The REDMI 15C accounted for nearly half of Xiaomi’s shipments during the quarter. The company has announced its plans to enter an additional 15 markets in Africa and will launch a flagship store in Morocco. With a 13% market share, Xiaomi continued its steady regional rise due to a 34% YoY shipment increase.
OPPO Shows Stable Mid-Range Position
OPPO is reinforcing its presence in North Africa, where it maintains a 4% market share with a modest 2% annual growth rate; the focus remains on mid-range performance and localized retail partnerships.
Honor Surges With Triple-Digit Growth
Honor now reports sustained triple-digit growth for the third consecutive quarter, up 158% year-on-year. Devices such as the Honor 200 Lite helped raise its share in South Africa to bring it on par with OPPO at 4% market share, but with significantly faster growth.
Forecast 2026 and Challenges for the Market
Omdia forecasts that Africa’s smartphone market will decline by 6% in 2026, due to increased memory costs, higher marine insurance premiums, and currency devaluation. The highest margin squeeze is expected to occur in devices priced within a range of USD $80–$150. Analysts advise improving localization strategies, optimizing inventory planning, and increasing consumer finance options as the surest ways for steady growth on the continent.
