North Africa emerged as the top market for smartphone shipments during the first quarter (Q1) of 2025, according to Canalys, now part of Omdia, a global technology market analyst firm.
In its latest research, Canalys says Africa’s smartphone market kicked off 2025 on a high note as regional shipments grew for the eighth consecutive quarter.
The firm notes that shipments climbed 6% year on year in Q1 2025, reaching 19.4 million units.
It says while other regions saw weaker demand for entry-level devices, Africa benefited from resilient offline retail activity and renewed vendor focus on broad-based market coverage.
“Q1 momentum was also supported by targeted policy moves in key markets, easing currency volatility and early-year product refreshes aimed at the value-conscious segment,” reads the report.
In terms of high performing regions on the continent, Canalys says Egypt remained North Africa’s top market, with shipments growing 34% year on year in Q1 2025.
This surge, it says, was driven by IMEI whitelisting to tackle grey-market devices, greater macroeconomic stability and a renewed emphasis on local manufacturing.
Algeria’s smartphone market witnessed 16% growth, supported by a mix of government policies, telecom advancements and growing consumer demand.
The DZ Mob Pay launch in Q1 and earlier mobile payment initiatives are driving digital adoption, says Canalys.
DZ Mob Pay is a new mobile payment system in Algeria, designed to simplify everyday transactions through QR code payments and money transfers.
In Sub-Saharan Africa, according to Canalys, South Africa led the way with 14% growth, driven by government efforts such as removing a 9% luxury excise tax on smartphones priced under ZAR2,500 (US$137) and phasing out 2G/3G networks to expand access to 4G and 5G.
Conversely, Nigeria’s market contracted 7% amid ongoing economic pressures, which shifted consumer focus toward essentials, says the company
Nonetheless, it says, the country’s large, youthful and tech-savvy population continues to represent long-term potential.
Kenya saw modest 1% growth, but early signs are positive, driven by the steady adoption of flexible financing models, according to firm.
Manish Pravinkumar, principal analyst at Canalys, comments: “Competitors have begun replicating their three-tier channel model, built on national distributors, regional wholesalers and micro-retailers offering credit, promotions, and localized after-sales support.
“This has enabled deep reach, but rivals are now winning over young shoppers with sleeker designs, better specs and bolder marketing. Samsung, holding a 21% market share, performed strongly in South Africa and Egypt.
“Even as it pushes premium devices, its A-series models such as A06 and A16, comprise 60% of its total shipments, highlighting mass-market appeal. Xiaomi posted 32% growth, led by Egypt and Nigeria, and a robust performance of the Redmi 14C and A-series models.
"OPPO grew 17%, blending local assembly pilots with omnichannel pushes around its A-series and Reno lines. HONOR saw rapid 283% growth, lifted by its premium Magic series and 5G bundles with MTN and Vodacom, which lifted its brand visibility and demand across key markets.”
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