A look at the African smartphone market in 2024 where Chinese brands are winning
With inflation still squeezing household incomes, more people are turning to cheaper Chinese smartphones.
For many African consumers, buying a smartphone isn’t about getting the latest and greatest tech—it’s about finding something that fits their budget in an economy where every purchase matters.
With inflation still squeezing household incomes, more people are turning to cheaper smartphones, making affordability the driving force behind Africa’s growing smartphone market.
This shift is playing right into the hands of Chinese brands, which have steadily tightened their grip on Africa’s smartphone industry by offering the best value at the lowest prices.
In 2024, their budget offerings drove shipments to grow 9% year-over-year, with the very budget segment driving the growth per Canalys. The sub-$100 price segment surged 49%, showing just how much financial strain is shaping the market, a trend we continue to see not just in Africa but in other emerging markets like Southeast Asia (Indonesia, Thailand) and Latin America.
Emmanuel Oyedeji
TRANSSION (parent company of TECNO, Infinix, and iTel), which has grown to become a long-time market leader, still holds a dominant 51% share, but it only grew by 10%, as competitors closed in. Xiaomi expanded aggressively in West Africa, growing 38%, while realme saw an explosive 89% jump, thanks to its increasing presence in North and East Africa.
Meanwhile, legacy brands like Samsung are struggling to keep up. Its shipments dropped 22%, despite a strategy focused on premium mid-range devices. With an average selling price of $240—the highest among Android brands—Samsung is targeting Africa’s middle-class consumers. But in a region where affordability drives sales, the strategy isn’t paying off as expected.
At the same time, economic and policy challenges are making things even tougher. Nigeria’s rising telecom tariffs and living costs are threatening demand, while Egypt’s new 38.5% import tax is forcing brands to rethink pricing strategies. Morocco’s higher customs duties have slowed upgrades, and in Kenya, tax compliance regulations now impact device activation, adding another layer of complexity for manufacturers.
Kelechi Edeh
Despite these hurdles, Africa remains a goldmine of opportunity. Canalys forecasts a 2% growth in 2025, a modest but meaningful indicator that the region is still on the rise.
As financial pressure continues to shape buying decisions, Chinese brands are proving they know how to navigate these challenges better than most. The real question now is whether legacy players like Samsung can adjust fast enough, or if Africa’s smartphone market is heading for a long-term power shift.
