Samsung ups H1 revenue, unit sales in Africa
The South Korean electronics giant ranked first in revenue and unit sales in the first half of the year.
In the first half of 2026, Samsung Electronics experienced a notable increase in revenue and unit sales in the African smartphone market, despite a broader market downturn. According to market research firm TechInsights, Samsung led the African smartphone market in both revenue and unit sales in both the first and second quarters of 2026.
This marks the first time the company has achieved this since its entry into the region in 1995. A key driver of this success has been the introduction of a flexible payment option, allowing customers to pay for devices in daily or weekly installments, a model that has accounted for 46% of revenue sales in Samsung's Galaxy S and Z series in Africa.
Sales of this series rose 20% year-on-year. While total smartphone sales in Africa fell 16.6% year-on-year in Q2, Samsung's unit sales surged 34.8%. Samsung is expected to maintain its top position in both revenue and unit sales globally, with a 34.5% share of sales value and a 38.7% share of unit volume. Globally, smartphone sales have struggled in 2026, with shipments falling 20% year-on-year to 254.7 million units, the lowest Q3 total since 2013.
Despite lower global shipments, Samsung retained its position as the world's largest smartphone vendor, shipping 57.8 million units, a 5% decrease year-on-year. Samsung's entry and mid-range Galaxy A series have been instrumental in maintaining its competitive edge, as rival Android brands faced memory supply constraints and higher prices.
The launch of the Galaxy Z8 series in August, supported by trade-in and upgrade programs, further strengthened Samsung's position in the premium segment. However, emerging markets, particularly Africa, are facing significant challenges due to rising costs and intensified affordability pressures, with Africa recording the steepest contraction at 39% year-on-year.
Despite these challenges, Samsung's 2026 full-year forecast projects a 38.7% market share, representing an increase of over 16 percentage points in two years.
Written by urgent.news from ITWeb's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
