Africa’s smartphone market is sustaining its rebound with a 7% growth in the second quarter of 2025, as shipments rose to 19.2 million units, according to new figures from research firm Canalys.
Nigeria is among the key markets driving the continent’s ninth consecutive quarter of expansion.
Pravinkumar adds that rural Africa is becoming the next big battleground for smartphone makers. Limited access to banking services is pushing demand for mobile money, fintech and digital services. Yet, smartphones still make up just over half of total mobile connections, with feature phones remaining deeply entrenched in low-income communities.
The latest data put Nigeria’s market up 10% year on year, helped by easing inflation and a steadier naira, which Canalys, , now part of Omdia, says lifted consumer spending power. Egypt led the continent with 21% growth, while South Africa posted a smaller 2% gain. By contrast, Algeria and Morocco saw declines of 27% and 7% respectively.
“Demand for ultra-low-cost smartphones is reshaping Africa’s market, with sub-US$100 models soaring 38% in Q2 and keeping average selling prices on a downward trend since 2023,” Manish Pravinkumar, Principal Analyst at Canalys, says.
For Nigeria, the improvement comes after months of high inflation and currency swings had squeezed household budgets and slowed device purchases. Analysts say the recovery is a boost for phone makers who rely heavily on the country’s large youth population, expanding retail networks and growing adoption of digital services.
China’s Transsion Group, which owns TECNO, itel and Infinix and has a strong presence in Nigeria, maintained its lead across Africa with 51% market share, growing shipments 6% to 9.7 million units. Samsung grew 3%, pushing deeper into Nigeria and Egypt with cheaper Galaxy models such as the A06. Xiaomi recorded a 32% surge, expanding its footprint in both Nigeria and Egypt through aggressive retail and channel investments.
Pravinkumar adds that rural Africa is becoming the next big battleground for smartphone makers. Limited access to banking services is pushing demand for mobile money, fintech and digital services. Yet, smartphones still make up just over half of total mobile connections, with feature phones remaining deeply entrenched in low-income communities.
“Affordability remains the greatest barrier,” Pravinkumar explains, which is why vendors are doubling down on ultra-low-cost models, device financing schemes and localized strategies. At the same time, he says Africa is shifting from being just a consumption hub to also becoming an assembly base. Egypt and Ethiopia are leading that push, with Uganda and Algeria building smaller ecosystems. “‘Made in Africa’ is fast becoming a necessity,” Pravinkumar adds, pointing to cost advantages and regional trade agreements that reduce tariffs and encourage local manufacturing.
Overall, Canalys forecasts Africa’s smartphone shipments to grow 3% in 2025, outpacing a subdued global market.
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