Nigeria smartphone imports jump 29% in third quarter on steady naira

Africa’s smartphone market rebounded sharply in the third quarter of 2025, growing 24% year-on-year to 22.8 million units, according to UK-based research firm Omdia.

It is the region’s first return to double-digit growth after five quarters of slowdown, outpacing the modest recovery seen globally.

Nigeria and Egypt each accounted for 14% of Africa’s smartphone shipments in the quarter, but their recoveries followed different paths.

Nigeria’s smartphone imports rose 29%, helped by a more stable naira, which encouraged vendors to ramp up shipments. Omdia said manufacturers also refreshed their sub-$150 budget portfolios, driving upgrades in open-market retail channels and lifting overall volumes.

Egypt, by contrast, grew 19%, powered by stronger mid-range demand as brands pushed aggressively into the $150–$250 segment through bundles and wider distribution into mass-market outlets.

Across the region, most North and Sub-Saharan African markets recorded double-digit growth, with South Africa leading at 31%. Omdia noted that South Africa benefited from faster prepaid sales in value and mid-tier categories, new device launches, and deeper promotions after the removal of a 9% ad valorem tax earlier this year.

Kenya grew 17%, buoyed by rising adoption of device-financing plans, now a major driver of smartphone sales, especially for refreshed entry-level models.

“Africa delivered an exceptional dual surge in Q3 – sub-$100 smartphones climbed 57%, their fastest rise in three quarters, while the above-$500 segment grew 52%,” said Manish Pravinkumar, principal analyst at Omdia.

TRANSSION drove much of the entry-tier growth, posting 25% year-on-year expansion through strong demand for refreshed models including TECNO Camon 40, Spark 40, Infinix Hot 60, Smart 10, and itel A90.

Samsung dominated premium-tier growth with demand for the Galaxy S24 and S24 FE 5G, though its overall volumes rose only 5% as consumers shifted to value models such as the A06, A07, and A16.

Xiaomi is accelerating its Africa expansion, preparing to enter 15+ new markets and recently opening its first directly owned store in Morocco. The brand continues to scale in the sub-$150 tier with high-volume models like the A5 4G and Redmi 15C 4G, which together accounted for half its shipments.

OPPO strengthened its North African presence with Egypt as a core hub, while HONOR gained share in South Africa with value-focused devices such as the HONOR 200 Lite.

2026 outlook weakens

Despite the Q3 rebound, Omdia expects the continent’s smartphone market to decline 6% in 2026 as supply-side pressures deepen.

“Rising BOM costs, tight memory availability, elevated shipping and insurance fees, and persistent currency weakness will disproportionately affect the low-end 4G segment, where most African demand is concentrated,” said Pravinkumar.

“These pressures will push prices higher, especially in the $80–$150 band, creating renewed affordability challenges. To navigate this environment, vendors must strengthen financing partnerships, optimize channel inventory, and localize more aggressively to manage costs and sustain upgrades despite the economic headwinds.”