Cellucity
- Company typePrivate
- Founded1994
- HeadquartersCape Town, South Africa
- Headcount251–500
- GTM typeB2C
- OfferingServices
Cellucity firmographics
Firmographics- Name
- Cellucity
- Legal name
- Cellucity
- Website
- https://cellucity.co.za
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Cellucity industry classification
Industry- Product category
- Consumer Electronics Retail
- NAICS
- Electronics and Appliance Retailers (4492), Telecommunications Resellers (517121)
- SIC
- Retail-Radio, Tv & Consumer Electronics Stores (5731)
- akta.pro primary industry
- Refurbished, Used & Recommerce Smartphones (CRACALAG)
- akta.pro secondary industries
- Pre-Owned Electronics Buyback/Trade-In & Resale (CRACAJAE), Refurbished & Certified Pre‑Owned Tablets/Ultrabooks (HDACAMAO)
Keywords
Where Cellucity is headquartered
LocationHeadquarters
- HQ city
- Cape Town
- HQ country
- South Africa
- HQ region
- Africa
Offices4 records
Markets served
Cellucity business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Device Sales: Primary revenue from selling new and pre-owned mobile phones, tablets, computers, modems, smartwatches, and accessories through online and retail channels. Devices range from budget smartphones to premium flagship models.
- Vodacom Contract Deals: Commission-based revenue from facilitating Vodacom mobile contracts including voice, data, and flexi plans on 24 or 36-month terms. Offers double deals allowing two devices under single contracts.
- Trade-in Programs: Revenue generated through device trade-in campaigns for Samsung Galaxy S26, Apple iPhone 17, and Honor 400 Series, where customers exchange old devices for credits toward new purchases.
- Pre-Owned Device Sales: Sale of certified pre-owned iPhones and Samsung Galaxy devices through PrO Pre-Owned program with grading tiers (Pristine, Premium, Gelukkie) and warranties backed by The Real Repair Company.
- Accessories and Audio: Sale of device accessories including chargers, cables, power banks, cases, audio products (earphones, headphones, speakers), and smart home devices.
- Micro-Finance Payment Services: Revenue from financing partnerships including Easy2Own, Happy Pay, LayUp, Float, Mobicred, PayFlex, PayJoy, and RCS, offering installment payment options to customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Budget Devices |
| Unit Pricing | Pay-as-you-go | Mid-Range Devices |
| Unit Pricing | Pay-as-you-go | Premium Flagship Devices |
| Subscription | Monthly | Vodacom Contract Deals |
| Unit Pricing | Pay-as-you-go | Pre-Owned Devices (PrO) |
| Other | Monthly | Micro-Finance Payment Options |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Cellucity product offering
Product offeringCore offering
Cellucity is a South African multi-channel retailer selling new and certified pre-owned mobile phones, tablets, laptops, smartwatches, audio products, and accessories from major brands including Apple, Samsung, Honor, Huawei, Oppo, Vivo, and Xiaomi. The company operates physical stores in four provinces and an e-commerce storefront, complemented by Vodacom mobile contract deals, device trade-in programs, and multiple micro-finance payment options. Its PrO Pre-Owned program offers graded certified refurbished devices with warranties backed by The Real Repair Company.
Product overview
Cellucity is a South African multi-channel mobile device retailer operating as an authorized reseller of major smartphone brands. The portfolio comprises new mobile devices (Apple iPhone, Samsung Galaxy, Honor, Huawei, Oppo, Vivo, Xiaomi, Realme), certified PrO Pre-Owned devices in three grading tiers (Pristine, Premium, Gelukkie), Vodacom contract deals, tablets, laptops, smartwatches, audio products, and accessories. Supporting services include device trade-in, screenSAVA screen protection, CoverU insurance, VodaLend financing, and The Real Repair Company authorized repairs. The company offers multiple payment options through financing partners (Happy Pay, LayUp, Mobicred, PayFlex, PayJoy, Easy2Own, Float, RCS) and operates online as well as physical stores across Western Cape, Gauteng, KwaZulu-Natal, and Eastern Cape provinces.
Differentiator
Problem solved
Functional benefit
Brands
- PrO Pre-Owned: Certified pre-owned iPhone and Samsung Galaxy phones program with verified devices, battery-health certification, and warranty backing from The Real Repair Company.
Products and services
- New Mobile Devices Brand-new smartphones and mobile phones from major manufacturers including Apple, Samsung, Honor, Huawei, Oppo, Vivo, Xiaomi, and Realme, spanning entry-level to flagship models with 4G and 5G connectivity options for individual consumers.
- PrO Pre-Owned Phones Certified pre-owned iPhones and Samsung Galaxy devices verified through Apple GSX diagnostics and Samsung GSPN. Available in three grading tiers: Pristine (24-month warranty), Premium (12-month warranty), and Gelukkie (3-month warranty), with all devices undergoing 40-point quality assessment and battery-health certification.
- Vodacom Contract Deals Mobile device contracts and airtime/data plans offered in partnership with Vodacom, including voice and data bundles, SIM-only deals, and contract upgrade options across multiple price points from R249 to R3,929 per month.
- Tablets Tablet devices including Samsung Galaxy Tab series, Apple iPad, Huawei MatePad, Oppo Pad, and Vodacom Smart Tab offerings in various connectivity and storage configurations.
- Laptops and Computers Laptop and notebook computers including HP laptops with Intel Core processors (i3, i5, i7) and Apple MacBook Neo models with various SSD and RAM configurations.
- Smartwatches and Wearables Smartwatch and fitness wearable devices from Apple (Watch SE, Series 9, Series 11, Ultra 3), Samsung (Galaxy Watch 6, 7, 8, Ultra), Huawei (GT5, GT6, Fit series), and Garmin (Venu), including GPS and cellular variants.
- Audio Products Audio equipment including Apple AirPods, Samsung Galaxy Buds, Sennheiser headphones and earphones, Sudio wireless earbuds, Soundcore by Anker products, JBL wired earphones, Bang & Olufsen headphones, and Beats wireless headphones.
- Trade-In Program Device trade-in service allowing customers to exchange existing phones for credit towards new device purchases, with active campaigns for Samsung Galaxy S26 Series, Apple iPhone 17, and Honor 400 Series.
- screenSAVA Screen Protection Screen protection service offering tempered glass screen protectors for mobile devices to protect against damage and wear.
- CoverU Device Insurance Device protection and insurance coverage for assets purchased through Cellucity, providing cover against damage and loss.
- Cellucity Business Assist Business-focused mobile device solutions and support service for corporate customers, providing procurement and account management for business device needs.
- The Real Repair Company Authorized device repair service operating as an Approved Apple Repair Partner and Authorised Samsung Repair Partner with in-store kiosk support nationwide for fast, expert device repairs.
- VodaLend Financing Vodacom-backed lending facility providing dedicated financing options for mobile device purchases.
Quantifiable outcome
- Devices undergo complete 40-point quality assessment and battery-health certification
- +1 more outcomes
Companies that use Cellucity
Customer profileSegments3 records
Ideal customer profiles3 records
Cellucity technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Cellucity partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- VodacomcoreCellucity is an authorized Vodacom contract reseller, offering mobile contracts including voice, data, and flexi plans. The partnership enables customers to purchase devices on 24 or 36-month installment plans through Vodacom's network.
- The Real Repair CompanycoreAuthorized Apple Repair Partner and Authorized Samsung Repair Partner providing warranty services for PrO Pre-Owned devices. Offers in-store kiosks nationwide for fast, expert support and device repairs.
- PhoneCheckcoreDevice certification service ensuring all pre-owned phones undergo comprehensive hardware assessment, are not linked to iCloud accounts, and have not been listed on international blacklisting databases.
- ApplecoreAuthorized Apple reseller offering iPhones, iPads, MacBooks, Apple Watches, and accessories. Products include latest iPhone 17 series, pre-owned iPhones through PrO program, and Apple accessories.
- SamsungcoreAuthorized Samsung reseller offering Galaxy smartphones, tablets, wearables, and accessories. Includes latest Galaxy S26 series, foldables, and certified pre-owned Samsung devices.
- HonorminorAuthorized Honor reseller offering Honor smartphones including X series, 200 series, 400 series, 600 series, and Honor Magic devices.
- HuaweiminorAuthorized Huawei reseller offering nova series smartphones, MatePad tablets, Watch GT wearables, and accessories.
- OppominorAuthorized Oppo reseller offering Reno series, A series, and Pad tablets.
- VivominorAuthorized Vivo reseller offering V series, Y series, and latest X300 Pro with ZEISS lens.
- XiaomiminorAuthorized Xiaomi reseller offering Redmi smartphones, Xiaomi tablets, smart home devices, and wearables.
- MobicredminorMicro-finance payment partner enabling installment payments for device purchases.
- PayFlexminorPayment partner offering buy-now-pay-later installment options for customers.
- LayUpminorLay-by payment service allowing customers to reserve devices with incremental payments.
- RCSminorRetail credit partner providing financing options for device purchases.
- GSX/GSPNcoreOfficial Apple GSX diagnostics and Samsung GSPN verification systems used to authenticate and verify pre-owned device status, ensuring devices are not stolen, blacklisted, or iCloud-locked.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Cellucity competitors and assessment
Company assessmentDirect peers
- Incredible Connection: South Africa's largest dedicated consumer electronics and mobile phone retailer (subsidiary of Pepkor). Operates stores across SA provinces and online, carrying Apple, Samsung, and other major smartphone brands — directly comparable multi-brand mobile + electronics retail model.
- iStore: Apple Premium Reseller in South Africa with multiple retail locations. While Apple-only, iStore competes head-to-head with Cellucity for iPhone buyers, MacBook customers, and Apple accessory spend — same customer base and Vodacom contract offerings.
- Hi Online (Hi Corp): South African multi-brand mobile phone and electronics retailer with online and physical presence. Carries Samsung, Apple, Huawei and other major brands — directly comparable mid-sized mobile retail competitor.
Emerging players
- CeX: UK-based global recommerce retailer with standardized grading tiers for pre-owned smartphones, tablets, and electronics. Highly comparable business model to Cellucity's PrO Pre-Owned program, demonstrating the recommerce retail category at scale.
- Back Market: Global recommerce marketplace for refurbished electronics with rigorous device certification and warranty standards. Represents the digital-native model of certified pre-owned device sales that Cellucity's PrO program competes against in the recommerce category.
Broad incumbents
- Game / Makro (Massmart): South African big-box retailers (owned by Walmart/Massmart) selling smartphones, tablets, laptops, and electronics across many categories. Carry major brands and compete on price for both new and entry-level devices — big-box competitor in the same physical-retail space.
- MTN South Africa: South Africa's second-largest carrier with branded retail stores selling devices on MTN contracts. Competitor for mobile subscribers who might otherwise buy through Cellucity's Vodacom partnership — comparable contract+device bundle model.
- Takealot: South Africa's largest e-commerce platform, owned by Naspers/Prosus. Sells smartphones, tablets, and consumer electronics from multiple brands at competitive pricing — broad incumbent competing for online mobile device purchases.
- Samsung Experience Stores (South Africa): Samsung's own branded retail and experience stores in South Africa. As one of Cellucity's most important OEM partners, Samsung's direct retail represents an OEM-disintermediation threat competing for Galaxy flagship buyers.
- Vodacom Shops (Vodacom World): Vodacom operates its own branded retail stores across South Africa selling smartphones, contracts, and accessories. As Cellucity's most important contract partner, Vodacom's direct retail creates channel conflict risk and competes for the same customer contracts Cellucity facilitates.
Market position
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Cellucity social profiles
Digital presenceCellucity compliance and trust
Trust signalCompliance4 records
Cellucity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cellucity leadership team
Management profileNumber of profiles
Profiles1 record
Cellucity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cellucity M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cellucity
What does Cellucity do?
Cellucity is a South African multi-channel retailer selling new and certified pre-owned mobile phones, tablets, laptops, smartwatches, audio products, and accessories from major brands including Apple, Samsung, Honor, Huawei, Oppo, Vivo, and Xiaomi. The company operates physical stores in four provinces and an e-commerce storefront, complemented by Vodacom mobile contract deals, device trade-in programs, and multiple micro-finance payment options. Its PrO Pre-Owned program offers graded certified refurbished devices with warranties backed by The Real Repair Company.
Is Cellucity a public or private company?
Cellucity is a private company. It is classified as unknown and is currently operating.
When was Cellucity founded?
Cellucity was founded in 1994. It employs 251 to 500 people.
Where is Cellucity based?
Cellucity is headquartered in Cape Town, South Africa, in the Africa region.
How does Cellucity make money?
Six revenue lines are on record. Device Sales are the primary driver. The others are vodacom Contract Deals, trade-in Programs, pre-Owned Device Sales, accessories and Audio and micro-Finance Payment Services.
Who are Cellucity's main competitors?
Direct peers on record are Incredible Connection, iStore and Hi Online (Hi Corp). Emerging players are CeX and Back Market. Broad incumbents are Game / Makro (Massmart), MTN South Africa, Takealot, Samsung Experience Stores (South Africa) and Vodacom Shops (Vodacom World).
Does Cellucity have an API?
No public API is recorded for Cellucity.
What industry is Cellucity in?
Cellucity's product category is Consumer Electronics Retail. Its primary akta.pro industry code is CRACALAG, Refurbished, Used & Recommerce Smartphones, with a secondary code of CRACAJAE, Pre-Owned Electronics Buyback/Trade-In & Resale. Its NAICS code is 4492 and its SIC code is 5731.