The National Times - Samsung Tops Africa Smartphone Market in Revenue and Sales Volume

Samsung Electronics has secured the top position in Africa’s smartphone market for both revenue and unit sales in the second quarter of 2026, following its initial revenue leadership in the first quarter. According to data from market research firm TechInsights, Samsung’s performance stands in stark contrast to the broader regional trend, where total smartphone sales fell by 16.6% year-on-year during the same period. Instead, Samsung’s unit sales surged by 34.8%, driven largely by strategic adjustments to local economic conditions.

A primary factor in this growth has been the introduction of flexible payment options that allow customers to purchase devices through daily or weekly installments. This model addresses a specific barrier in the African market, where monthly salaries are uncommon and many individuals earn daily or weekly wages. The upfront cost of smartphones remains a significant hurdle; while major models in Samsung’s Galaxy A series are priced around $200, typical monthly incomes in the region range from $100 to $500. By reducing the initial financial burden, Samsung has made premium devices more accessible.

The impact of this strategy is evident in recent figures. In 2024, Samsung held a 22.4% share of smartphone unit sales in Africa, which rose to 26.5% in 2025. For the current year, the company forecasts a full-year unit volume share of 38.7%, representing an increase of more than 16 percentage points over two years. Additionally, 46% of Samsung’s smartphone revenue in Africa this year has been generated through these installment programs. The shift toward affordable financing has also boosted sales of higher-end devices; Samsung reported a 20% year-on-year increase in sales of its Galaxy S and Z series phones in the region.

Beyond pricing, Samsung has differentiated its offerings by emphasizing long-term reliability and security, which are critical in a market where mobile money serves as a primary financial tool. The GSM Association reports that mobile money transactions in sub-Saharan Africa totaled $1.4 trillion last year, accounting for approximately two-thirds of global transaction value. For many adults, mobile money is their only bank account, making phone security directly linked to the protection of financial assets. Mobile money fraud remains one of the most common forms of cybercrime in the region.

To address these concerns, Samsung highlights the durability and security of its Galaxy A series, which offers up to seven years of operating system and security updates alongside Samsung Knox security features. The company has also expanded its local service network to 281 locations across 38 countries to support this infrastructure.

While Samsung remains a global leader in smartphone technology, the African market presents unique challenges due to its extreme price sensitivity. Ultra-low-priced products around $100 dominate the landscape. However, by combining financial accessibility with robust security assurances, Samsung has positioned itself as a trusted provider for a market where smartphones function not just as communication devices, but as essential financial instruments.

On an annual basis, Samsung is expected to maintain its first-place ranking in both revenue and unit sales across Africa. With a projected 34.5% share of sales value and the aforementioned 38.7% share of unit volume, the company has successfully navigated the region’s economic constraints to capture significant market share despite the overall contraction in smartphone sales.

R.Campbell--TNT