Chinese smartphone manufacturer Transsion, which holds 50% of the African market, shipped over 106 million smartphones worldwide in 2024, according to a February Canalys report.
The company, known for its Tecno, Infinix, and Itel brands, has climbed to 4th place globally, surpassing Oppo while trailing Apple, Samsung, and Xiaomi.
In Q3 2024, Transsion sold 9.3 million units in Africa, driven by Itel’s 34% growth and robust sales from Infinix and Tecno.
Egypt emerged as the leading market, recording a 34% increase in smartphone sales, fueled by localized production that significantly reduced import costs. However, Morocco experienced a 24% decline, attributed to tax hikes.
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Beyond Africa, Transsion also made strides in Southeast Asia, ranking third with a 16% market share, tying with Xiaomi. In Q4 2024, it led smartphone shipments in the region, benefiting from new product launches and an expanded distribution network.
Strategic Growth Through Affordability and Localization
Transsion’s dominance in Africa is built on its focus on budget-friendly models, catering to price-sensitive emerging markets. The shift to localized production in Egypt highlights a broader industry trend aimed at reducing import dependence and enhancing supply chain resilience. This model could serve as a blueprint for other African nations looking to establish local manufacturing capabilities.
Despite a decline in revenue from €7.1 billion in 2022 to nearly €6 billion in 2023, Transsion’s sustained shipment growth indicates strong demand in its target markets.
