Thursday, 12 November 2026

Samsung Electronics Ranks First Place in Africa’s Smartphone Market Revenue in the First Half of This Year

Hi Guys, 
  • Following the achievement of first place with first-quarter revenue, Samsung ranked first in both revenue and unit sales in the second quarter
  • Customised daily and weekly instalment model in Africa accounts for 46% of revenue
  • Sales of Galaxy S and Z series rose 20% year on year
  • Expanded local engagement around Africa’s first Olympic event, the Dakar Youth Olympic Games
Samsung Electronics ranked first in Africa’s smartphone sales volume in the second quarter of 2026.

The introduction of a flexible payment option that lets customers pay for devices in daily or weekly amounts, reflecting local income structures where monthly salaries are not common, appears to have been a key factor.

According to market research firm TechInsights, Samsung ranked first in revenue in Africa’s smartphone market in the first quarter of this year. It also ranked first in both revenue and unit sales in the second quarter.

In particular, while total smartphone sales in the African market fell 16.6% year on year in the second quarter, Samsung’s unit sales surged 34.8%.

On an annual basis, Samsung is also expected to rank first in both revenue and unit sales, with a 34.5% share of sales value and a 38.7% share of unit volume*.

Global smartphone leader Samsung Electronics also found Africa a challenging market, where ultra-low-priced products around $100 dominate.

In fact, Samsung’s share of smartphone unit sales in Africa was 22.4% in 2024 and 26.5% in 2025. This year’s full-year forecast of 38.7% represents an increase of more than 16 percentage points in two years.

Samsung Electronics Ranks First Place in Africa’s Smartphone Market Revenue in the First Half of This Year

Differentiating through “phones that can be trusted for the long term” rather than price competition
Africa is the most price-sensitive smartphone market, where the phone serves as both a wallet and a bank.

According to the GSM Association (GSMA)**, mobile money transactions in sub-Saharan Africa totaled $1.4 trillion last year, accounting for about two-thirds of global transaction value. For some adults, mobile money is their only financial account.

Because everything from receiving salaries and buying groceries to repaying phone installments is done on mobile devices, mobile money fraud is one of the most common forms of cybercrime in the region. Phone security is therefore directly linked to the protection of financial assets.

Rather than competing on price, Samsung differentiated itself by emphasizing phones that users can trust for the long term. Its flagship Galaxy A series offers up to seven years of operating system and security updates and Samsung Knox security[1]. The company has also expanded its local service network to 281 locations in 38 countries.

Samsung Electronics Ranks First Place in Africa’s Smartphone Market Revenue in the First Half of This Year

Turning “phones people want” into “phones people can afford” through daily and weekly installments
There is a barrier between “a phone I want” and “a phone I can buy”: the initial purchase cost. Monthly incomes in the region range from $100 to $500, while major models in the Galaxy A series cost around $200[2]. Because many people earn daily or weekly wages, it is also difficult to save a lump sum, and the purchase method requiring full payment of the device price upfront was a burden.

This year, 46% of Samsung’s smartphone revenue in Africa came through this program[3]. As the initial purchase burden has decreased, sales of premium products are also increasing. Samsung’s sales of Galaxy S and Z series devices in Africa rose 20% year on year this year.

Samsung Electronics Ranks First Place in Africa’s Smartphone Market Revenue in the First Half of This Year

About Samsung Electronics Co., Ltd.
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, digital signage, smartphones, wearables, tablets, home appliances and network systems, as well as memory, system LSI and foundry. Samsung is also advancing medical imaging technologies, HVAC solutions and robotics, while creating innovative automotive and audio products through Harman. With its SmartThings ecosystem, open collaboration with partners, and integration of AI across its portfolio, Samsung delivers a seamless and intelligent connected experience. For the latest news, please visit the Samsung Newsroom at news.samsung.com.

* TechInsights data as of August 2026. Figures for 2026 are full-year forecasts.
** Source: The state of the industry report 2026: Mobile money driving digital and financial inclusion. Groupe Speciale Mobile Association (GSMA). https://www.gsma.com/sotir/wp-content/plugins/plugin_gsma_sotir/reports/The-State-of-the-Industry-Report-2026_English.pdf
[1] Samsung Knox is a built-in, defense-grade hardware and software security platform pre-installed on Samsung Galaxy smartphones, tablets, smartwatches, and smart home appliances.
[2] Recommended retail price only. Prices may vary per retailer.
[3] Excluding South Africa.

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