Africa’s Smartphone Market Grows, Kenya Lags Behind Amid New Brand Battles

Kenya’s smartphone market may not be leading the continent in growth, but it is quietly evolving laying the groundwork for broader digital adoption. According to a new Canalys report, Kenya recorded a modest 1% year-on-year growth in smartphone shipments during Q1 2025. In contrast, other African markets such as Egypt and South Africa posted 34% and 14% growth respectively, reflecting a wider continent-wide shift driven by brand competition and increasing consumer demand. Behind Kenya’s modest numbers lies a story of transformation. Flexible financing models like partnerships with OnFon Mobile and LOOP—are making smartphones more accessible to young, cost-conscious consumers. This youth-driven demand, coupled with global trends such as the rising popularity of 5G and budget devices under $100, is shaping a new competitive landscape. Across the broader Middle East and Africa (MEA) region, smartphone shipments grew 7% year-on-year. This was driven by five key factors: festive demand during Ramadan and Easter, lower inflation, improved low-end Android phones, feature-rich budget devices, and more refined vendor strategies. In Africa, mid-tier smartphones ($100–$199) accounted for 42% of the market, with 85% of all devices shipped remaining 4G-enabled.

Kenya’s Smartphone Brands: Who’s Rising, Who’s Stalling?

While Kenya’s overall growth may appear flat, international brands are gaining traction in the local market through affordability and strategic innovations.

HONOR emerged as the breakout star in Q1 2025 with an astonishing 283% year-on-year growth across Africa. This surge is largely attributed to its premium Magic series and strategic 5G partnerships with telecom giants MTN and Vodacom. Though Kenya remains a largely 4G market, HONOR’s push into 5G positions it well with tech-savvy Kenyan consumers eyeing the next phase of connectivity.

Xiaomi, another major winner, recorded a 32% increase in shipments continent-wide. Its success in Egypt and Nigeria was driven by popular models like the Redmi 14C and A-series devices, which offer strong specs at budget-friendly prices. While Kenya-specific numbers were not disclosed, Xiaomi’s strategy of affordability and performance resonates with Kenyan youth.

OPPO also saw strong growth, up 17%, driven by its omnichannel retail expansion and local assembly projects. Its A-series and Reno lines combining style with competitive pricing are increasingly popular in urban Kenyan markets. OPPO’s hybrid approach could prove advantageous in Kenya’s highly localized retail environment.

Meanwhile, TRANSSION parent company of TECNO, itel, and Infinix remains Africa’s dominant smartphone player with a 47% market share despite a 5% dip in shipments. Competitors are now mimicking TRANSSION’s deep channel strategies, targeting young buyers with sleeker designs and better specs.

Looking Ahead: Kenya’s Mobile Future Is Promising But Cautious

Canalys projects Africa’s smartphone market will grow only 3% in 2025 due to global trade tensions and regional economic instability. Kenya will likely feel these effects. However, with the continued adoption of flexible financing models and growing brand competition, Kenya’s market is quietly positioning itself for future growth. The road ahead will require a careful balance of affordability, innovation, and financing. As brands like HONOR, Xiaomi, and OPPO continue to expand their presence, Kenya’s smartphone story is far from over and the next chapter may be the most exciting yet.