Nigeria’s top smartphone seller, Transsion, is now the world’s fourth largest seller of smartphones, increasing its global market share to nine percent in 2024, according to new research by Canalys.
The leading industry research outfit reported that Transsion, maker of Tecno, Infinix, and Itel, achieved this milestone for the first time, shipping 106.7 million units, a 15.23% increase from the 92.6 million units shipped in 2023.
Smartphones remain the primary means through which many Nigerians access the internet. According to GSMA, smartphone penetration in urban Nigeria was 59% and 26% in rural areas in 2023.
The Chinese phone maker, which holds 63% of Nigeria’s smartphone market, trails only Apple (18%), Samsung (18%), and Xiaomi (14%) globally. OPPO rounded off the top five with an eight percent market share.
Globally, the smartphone market grew 7% in 2024, reaching 1.22 billion units, marking a rebound following two consecutive years of declines. In Africa, Transsion leads the market with a 49% share.
Canalys also revealed that Africa’s smartphone shipments increased nine percent year on year in 2024. Total smartphone shipments to the continent stood at 74.7 million, a 21.15% decline from the record high of 90.5 million shipped in 2021.
Nigeria remains the continent’s top phone market, with 14% of the region’s share. Transsion controls 45% of the market volume, Manish Pravinkumar, senior consultant for Middle East and Africa (MEA) at Canalys, told BusinessDay.
Between 2019 and 2023, Nigerians spent $3.82 billion on telephones, including smartphone imports, with $2.83 billion (74.09%) coming from China, according to the International Trade Center (ITC).
Ifeanyi Akubue, the President of the Phone and Allied Product Dealers Association of Nigeria noted, “Chinese phones have played a key role in Nigeria’s digital boom. They lead the market due to their availability and price.”
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How did Transsion do it?
Since its launch in Nigeria in 2006, Transsion has employed targeted strategies to cement its dominance, Pravinkumar of Canalys highlighted.
One key approach has been localised product innovation. “Transsion has tailored its devices to African consumer needs, notably optimising cameras for darker skin tones, offering long-lasting battery life suited for regions with unstable electricity, and integrating dual-SIM capabilities,” Pravinkumar stated.
The has also focused on affordability. By offering budget-friendly smartphones with competitive specifications, the brand has provided a viable alternative to premium brands, securing a stronghold in Nigeria’s price-sensitive market.
Arnold Ponela, a senior research analyst at the International Data Corporation (IDC) explained the Nigerian smartphone market saying, “Nigeria saw robust growth fuelled by the success of Transsion brands and Xiaomi, particularly in the entry-level segment, which significantly boosted shipments,”
Another key factor in Transsion’s success has been its extensive offline retail and service network, ensuring deep market penetration in urban and rural areas. Pravinkumar of Canalys noted that the company invests heavily in local partnerships, celebrity endorsements, and sponsorships, reinforcing brand familiarity and loyalty among consumers.
“Leveraging its stronghold in the feature phone market, Transsion has successfully migrated users to entry-level and mid-range smartphones, capitalising on Nigeria’s growing internet penetration,” he stated.
The company’s focus on building phones with long-lasting batteries, appealed to users in a country where constant electricity is an unrealised dream for many. When established brands were making phones with battery capacities of less than 4,000 mAh, Chinese phones were offering 5,000 mAh.
These attributes propelled the brand to the top of the smartphone market in a country with 169.04 million mobile subscriptions, and now on the global scene. Despite this dominance, competition is intensifying. Brands like Xiaomi are expanding their entry-level offerings.
In the third quarter of 2023, Canalys revealed that Transsion and Xiaomi, two Chinese manufacturers, accounted for 85 percent of the smartphone shipments into Nigeria.
“While Transsion is already dominant in Nigeria, it must navigate growing competition from brands like Samsung, Xiaomi, and entrants like Realme. Its ability to sustain its edge will depend on continued innovation in affordability, durability, and local relevance,” he said.
Growth in Nigeria’s smartphone market is expected to continue with 27 million people still without telecom access and a bubbling youth population. However, Pravinkumar, warns of slow growth as the market achieves saturation in the near future.
To sustain momentum, Transsion will need to expand its premium segment and diversify revenue streams, such as mobile services and fintech solutions. Investing in more 5G-ready devices at accessible price points will also be crucial, Pravinkumar noted.
“Transsion’s Nigerian success story is a blueprint for its wider African dominance, and as the market shifts towards AI-driven experiences, its ability to blend affordability with smart innovations will define its future trajectory. The company’s next big test will be ensuring sustained brand loyalty and ecosystem expansion, especially as premium offerings and AI features become key differentiators in the industry,” he added.
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