Samsung Electronics has ranked first in Africa’s smartphone market by revenue for the first time since entering the continent in 1995, marking a significant shift in its position in one of the world’s most price-sensitive smartphone markets.
According to market research firm TechInsights, Samsung ranked first in smartphone revenue in Africa in the first quarter of 2026 before going on to lead both revenue and unit sales in the second quarter.
The performance comes despite a challenging market. Total smartphone sales across Africa fell by 16.6% year-on-year in the second quarter, while Samsung’s unit sales increased by 34.8%.
Samsung is also projected to finish 2026 as Africa’s leading smartphone manufacturer in both revenue and unit sales, with an estimated 34.5% share of total sales value and 38.7% of unit sales.
The growth represents a considerable improvement from previous years. Samsung accounted for 22.4% of smartphone unit sales in Africa in 2024 and 26.5% in 2025. Its projected 38.7% share for 2026 would represent an increase of more than 16 percentage points in two years.
Moving beyond price competition in Africa
Africa remains a highly price sensitive smartphone market, with many consumers prioritising affordability when purchasing devices. However, Samsung says its strategy has focused on offering phones that consumers can rely on over the long term rather than competing primarily on price.
This approach is particularly relevant in a region where smartphones are increasingly central to everyday financial transactions.
According to the GSM Association (GSMA), mobile money transactions in sub-Saharan Africa reached $1.4 trillion last year, accounting for approximately two-thirds of the global transaction value.
For many people, mobile money is their primary financial account, used for everything from receiving salaries and purchasing groceries to making loan repayments. This makes smartphone security an important consideration, particularly given the prevalence of mobile money fraud.
Samsung has sought to differentiate its devices through features such as Samsung Knox security and extended software support. Its flagship Galaxy A series offers up to seven years of operating system and security updates on eligible models.
The company has also expanded its after-sales support network across the continent, with 281 service locations in 38 African countries.
How instalment payments are making Samsung phones more accessible
One of the biggest barriers to smartphone ownership in Africa is the upfront cost of purchasing a device.
Samsung says its customised financing model, which allows customers to pay for their smartphones through daily or weekly instalments, has played a significant role in its recent growth.
The approach recognises the income patterns of many consumers across the continent, where regular monthly salaries are not universal and a considerable number of people earn money daily or weekly.
Rather than requiring customers to pay the full price of a device upfront, the instalment programme spreads payments over time, making smartphones more accessible to consumers who may struggle to raise the entire amount at once.
The strategy appears to be delivering results. Samsung reports that 46% of its smartphone revenue in Africa this year came through the instalment programme.
The company is also recording growth in its premium smartphone segment. Sales of its Galaxy S and Galaxy Z series devices in Africa increased by 20% year-on-year.
Samsung’s performance suggests that affordability and access to flexible payment options could play an increasingly important role in shaping smartphone competition across Africa, particularly as manufacturers look beyond traditional price-based competition.
The company has also expanded its local engagement ahead of the Dakar Youth Olympic Games, Africa’s first Olympic event, as part of its broader efforts to strengthen its presence on the continent.
