Africa’s smartphone market started 2025 on a promising note, with a 6% year-on-year growth and 19.4 million units shipped in Q1, according to Canalys. But while some countries surged ahead, Nigeria, Africa’s most populous nation, fell behind, recording a 7% decline in shipments.
The reasons are rooted in persistent macroeconomic challenges, currency instability, and reduced consumer purchasing power, all of which are dampening Nigeria’s mobile momentum, even as digital adoption grows.
In contrast to countries like Egypt (+34%) and South Africa (+14%), Nigeria’s smartphone market contracted sharply, reversing gains made in 2024. High import costs and limited access to credit created headwinds for device sales.
Despite the downturn, there was strong demand for midrange smartphones priced between $100–$199, which now account for 42% of total smartphone sales across the continent. In Nigeria, this trend is even more pronounced.
According to Canalys, TRANSSION brands like Tecno, Infinix, and itel continue to dominate the Nigerian market, even though the group saw a 5% year-on-year decline in shipments across Africa. Their grip remains firm due to ultra-budget offerings, strong offline presence, and deferred payment arrangements.
Meanwhile, Xiaomi posted a 32% growth, largely by targeting demand in Egypt and Nigeria with aggressively priced midrange phones offering better specs at lower costs.
High-end smartphones (those above $500) remain out of reach for most Nigerians, representing just 1% of all Q1 shipments across Africa.
In response to affordability challenges, smartphone financing is becoming mainstream. Nigeria’s EasyBuy, which offers buy-now-pay-later options for devices, has become a key enabler of smartphone purchases. The service reportedly now supports 1 in 5 smartphone purchases in urban centres, easing access for low-income earners.
While Nigeria struggles, Egypt has emerged as Africa’s fastest-growing smartphone market. Its growth in shipments is largely driven by local manufacturing policies, which have been incentivised by import restrictions. Companies are assembling devices domestically, allowing for cheaper pricing and better availability.
South Africa also posted double-digit growth (+14%) thanks to tax reductions and expanded 4G coverage, an area where Nigeria lags behind.
Despite current setbacks, Nigeria’s market fundamentals remain strong. With 4G-enabled phones making up 85% of Africa’s smartphone shipments and over 60% of Nigeria’s population under 25, demand for affordable internet-enabled devices isn’t going away.
Vendors that can offer compelling midrange specs, flexible financing, and offline accessibility will continue to win in the Nigerian market.
Canalys projects only a 3% full-year growth for Africa’s smartphone market in 2025, citing global trade pressures and local economic hurdles. But with the continent’s digital future hinging on affordable mobile internet access, Nigeria remains a key battleground.
