Consumer electronics in 2025: The big picture
In 2025, consumer electronics in South Africa began to stabilise, recording marginal positive growth in volume terms, following a challenging 2024. Easing inflation and interest rates improved consumer purchasing power, while political stability under the Government of National Unity (GNU) and a more reliable electricity supply created a more favourable retail environment. These conditions supported modest growth across several consumer electronics categories, with consumers showing renewed interest in upgrading devices, particularly those offering multifunctionality and smart integration. Government policy changes, such as the removal of the luxury tax on entry-level smartphones, also helped stimulate demand among lower-income groups.
2025 key trends
Smartphones, wireless headphones, particularly true wireless stereo (TWS) earbuds, and wearable electronics were the strongest performers in 2025. Growth in these segments was driven by affordability, improved features, and rising health and digital engagement trends. Portable players also saw gains, largely due to the popularity of wireless speakers amid ongoing power reliability concerns. In contrast, in-car entertainment, home video, and imaging devices continued to record a decline in retail volume sales, reflecting a broader shift towards integrated and multifunctional solutions such as smartphones and smart TVs. Computers and peripherals benefited from business demand and interest in AI-enabled devices, while OLED TVs and larger screen sizes gained traction among middle- and high-income households, driven by falling panel prices and the availability of 4K content.
Competitive landscape
Samsung Electronics maintained its lead in South Africa’s consumer electronics market in 2025, holding the largest retail volume share by a substantial margin. This continued lead is largely driven by its strong performance in smartphones, which remains the most significant category. Samsung also holds a prominent position in wearable electronics and in-home electronics, particularly TVs and home audio systems.
Channel developments
In 2025, appliance and electronics specialists remained the key distribution channel for consumer electronics in South Africa, particularly for high-value items like TVs and smartphones. Brands continue to rely on these retailers for their in-store expertise, customer service, and ability to showcase premium products in physical environments.
What next for consumer electronics?
Volume sales of consumer electronics in South Africa are set to rise over the forecast period, driven by Innovation. Categories such as computers, tablets, and smartphones are being reshaped by hybrid work models, AI integration, and ecosystem connectivity. Brands are set to introduce devices with smarter interfaces, enhanced multitasking, and productivity-focused features. Direct-to-consumer platforms will also gain further traction, allowing manufacturers to streamline distribution and improve customer engagement. While saturation and price sensitivity remain challenges, product variety, performance enhancements, and lifestyle alignment are expected to drive replacement demand and support long-term growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in South Africa report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in South Africa?
- Which are the leading brands in South Africa?
- How are products distributed in South Africa?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in South Africa
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in South Africa
KEY DATA FINDINGS
Computer sales experience a decline in volume, while sales of peripherals record modest growth
Established players hold firm amid rising competition in computers and peripherals
Appliance and electronics specialists dominate distribution with the emergence of more direct-to-consumer stores
A gradual recovery is expected across the forecast period, driven by changing consumer preferences
Digital innovation and distribution technologies will shape performance over the forecast period
Tablet brands are set to launch new products designed to replace laptops and incorporate AI features
In-Car Entertainment in South Africa
KEY DATA FINDINGS
In-car entertainment continues to decline amid technological innovation
The competitive landscape remains highly concentrated, with limited new players entering
Appliance and electronics specialists retain its lead while retail e-commerce gains ground
In-car entertainment is expected to record an ongoing decline across the forecast period
Navigation companies are expected to turn to innovative software to remain relevant
Personalisation and connectivity are set to shape in-car entertainment over the forecast period
Home Audio and Cinema in South Africa
KEY DATA FINDINGS
Home audio and cinema record a decline, challenged by changing consumer preferences
Samsung Electronics SA (Pty) Ltd maintains its lead while JLB records strong growth
Appliance and electronics specialists dominate distribution for home audio and cinema products
Home audio and cinema will continue to face challenges across the forecast period
Digital media player docks will be increasingly replaced by wireless speakers
Smart home integration will continue to be a key aspect of home audio and cinema
Home Video in South Africa
KEY DATA FINDINGS
Home video shows signs of stabilisation amid shifting preferences and rising demand for premium TVs
Hisense leads as Skyworth emerges and premium innovation drives competition
Appliance and electronics specialists remain key, with notable developments within e-commerce
Demand for televisions will be driven by connectivity, innovation and smart functionality
AI, OLED, and gaming features will position televisions as a key driver of innovation
Brand-led innovation is expected to continue driving growth in televisions
Wireless Headphones in South Africa
KEY DATA FINDINGS
TWS earbuds continue to drive strong growth within wireless headphones
Wireless headphones remains highly competitive, driven by value brands within mass TWS earbuds
Retail e-commerce becomes a significant distribution channel for wireless headphones
TWS earbuds will continue to drive growth across the forecast period
Digital and technological advancements are set to shape wireless headphones across the forecast period
Smarter, health-integrated models are expected to redefine wireless headphones
Imaging Devices in South Africa
KEY DATA FINDINGS
Imaging devices continue to face challenges as competition from smartphones rises
Canon South Africa Pty Ltd leads amid changing consumer preferences
Warehouse clubs lead distribution, while retail e-commerce gains momentum
Professional and hobbyist photographers are expected to sustain marginal demand
Imaging devices will continue to see advancements in technology despite ongoing challenges
New camera models are expected to launch in South Africa across the forecast period
Mobile Phones in South Africa
KEY DATA FINDINGS
Smartphones record positive growth following two consecutive years of decline
Established players continue to face strong competition from Asian brands
Appliance and electronics specialists remain popular, while retail e-commerce grows
Growth is set to be driven by innovation, affordability, and infrastructure expansion
FoneYam and innovative financing models are set to drive smartphone accessibility
Foldables, AI, and ecosystem integration is expected to drive premium smartphone innovation
Portable Players in South Africa
KEY DATA FINDINGS
Wireless speakers drive growth within portable players while other products decline
JBL leads portable players due to its strong position within wireless speakers
Retail e-commerce records solid growth as a distribution channel for portable players
Wireless speakers are set to record consistent growth across the forecast period
Wireless speakers are set to drive growth through enhanced digital features
More brands are expected to exit portable media players over the forecast period
Wearable Electronics in South Africa
KEY DATA FINDINGS
Health trends and affordable innovation fuel growth in wearable electronics
Ecosystem integration shapes the competitive landscape for wearable electronics
Appliance and electronics specialists lead distribution while omnichannel strategies rise
Health awareness, digital lifestyles, and innovation are expected to drive sales in wearable electronics
Technological innovation is set to drive growth within wearable electronics
Emerging product innovations are set to transform wearable electronics
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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