African smartphone shipment rankings in 2023: Transsion ranks first, Xiaomi/OPPO grows significantly

1. Market Overview

A Canalys report shows that the African smartphone market is expected to ship 68.7 million units in 2023, a 6% increase from 2022.

2. Brand share

The specific brand share is as follows:

• Transsion: 50% (34.5 million units, a year-on-year increase of 8%)
• Samsung: 26% (17.7 million units, a year-on-year decrease) 12%)
• Xiaomi: 9% (6.1 million units, a year-on-year increase of 45%)
• OPPO: 4% (2.8 million units, a year-on-year increase of 50%)
• realme: 3% (2 million units, a year-on-year increase of 44%)
• Other brands: 8% (5.4 million units, a year-on-year increase of 6%)

  

  In terms of quarters, in the fourth quarter of 2023, the African smartphone market experienced a significant recovery, out of Shipment volume reached 19.2 million units, a year-on-year increase of 24%.

This quarter’s surge was driven by growing demand for digital services, the boom in social media and the popularity of “buy now, pay later”.

Despite various economic challenges (South Africa facing an energy crisis, Nigeria’s reforms in the oil industry, Egypt suffering from foreign exchange shortages), the top three markets in the region achieved strong growth:

1. South Africa: 15% growth
2. Nigeria: Growth of 63%
3. Egypt: Growth of 63%

The launch of more affordable smartphones has provided a boost to growth.

Transsion: shipped 9.8 million units, market share 51%, a year-on-year increase of 23%
Samsung: shipped 4.3 million units, market share 22%, Down 5% year-on-year
Xiaomi: shipped 1.8 million units, with a market share of 10%, a year-on-year increase of 88%
OPPO: shipped 900,000 units, with a market share of 5%, a year-on-year increase of 156%
realme: shipped 700,000 units department, with a market share of 4%, a year-on-year increase of 105%
Other brands: 1.7 million units shipped, a market share of 9%, a year-on-year increase of 35%

Third quarter of 2023:

Transsion: shipments of 8.6 million units , market share 48%
Samsung: shipped 4.8 million units, market share 27%
Xiaomi: shipped 1.4 million units, market share 8%
OPPO: shipped 1.2 million units, market share 7%
Huawei: 1.1 million units shipped, market share 6%
Other brands: 1.8 million units shipped, market share 10%

2. Xiaomi follows closely with a share of 11%.
3. OPPO, share 4%.
4. realme, 3%.
5. The shipments of Xiaomi and OPPO surged by 100% and 259% year-on-year respectively. Among the top five manufacturers, only Samsung declined year-on-year.

Looking forward to 2024, Pravinkumar said that as technology models change, demand for smartphones in Africa will continue to surge. With disposable income constrained in several countries, manufacturers, governments and telecom operators will proactively address smartphone affordability and high internet costs through innovative solutions. In sub-Saharan African markets, governments and operators, such as Airtel Rwanda, are working to provide affordable 4G smartphones to increase internet access. Countries such as Kenya and Zambia are even setting up smartphone manufacturing plants to lower product prices.

However, the region will continue to face macro challenges arising from changes in government taxation and import policies. Channel partners are also concerned that rising import costs and currency fluctuations could impact margins in the coming year. Canalys is cautiously optimistic about the African smartphone market in 2024, which is expected to achieve single-digit growth due to increasing initiatives in product marketing and various financing options.

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