Samsung beats rivals to top Africa smartphone sales in H1

Samsung Electronics has claimed the top spot in African smartphone sales for the first time in three decades, as reported by market research firm TechInsights. Despite a 16.6% decline in total smartphone sales in Africa during the second quarter, Samsung's unit sales rose by 34.8%. This significant improvement is primarily attributed to the introduction of flexible payment plans, which have boosted device sales in the region.

TechInsights attributes Samsung's success to a customized installment model that allows customers to pay for devices in daily or weekly installments, an approach that caters to local income structures where monthly salaries are uncommon. This payment model contributed to 46% of Samsung's smartphone revenue in Africa. The firm notes that as the initial purchase burden has decreased, sales of premium products, such as Samsung's Galaxy S and Z series devices, are also increasing, with sales of these devices in Africa rising by 20% compared to the previous year.

Samsung's dominance in African smartphone sales extends beyond the second quarter, as the company is projected to maintain its leadership position on an annual basis, with a 34.5% share of sales value and a 38.7% share of unit volume. Samsung's market share in Africa has grown from 22.4% in 2024 to 26.5% in the most recent quarter.

The global electronics giant anticipates further growth, aiming to increase its share of smartphone unit sales in Africa to 38.7% by the end of the year, marking a more than 16% increase over the past two years.