Samsung Electronics ranks first place in Africa’s smartphone market revenue in the first half of this year

Samsung Electronics emerged as the top-ranked smartphone vendor in Africa's market in the first half of 2026, according to market research firm TechInsights. The company secured both the top spots in terms of revenue and unit sales for the second quarter of the year. Despite a 16.6% year-on-year decline in total smartphone sales across Africa, Samsung's unit sales surged by 34.8%.

On an annual basis, Samsung is projected to retain its first-place position in both revenue and unit sales, holding a 34.5% share of sales value and a 38.7% share of unit volume. In 2024, Samsung's share of smartphone unit sales in Africa was 22.4%, while in 2025, it increased to 26.5%. This year's full-year forecast of 38.7% represents a substantial increase of more than 16 percentage points over the past two years.

Samsung's success in Africa can be attributed to its flexible payment options, which cater to the region's unique income structures where monthly salaries are not prevalent. The company introduced a payment plan allowing customers to pay for devices in daily or weekly installments, a feature that reflects local financial habits. This strategy resonated well with African consumers and contributed significantly to Samsung's market share growth.

The Samsung Galaxy A series, known for its long-term trustworthiness, played a crucial role in differentiating the company from price-focused competitors. Rather than engaging in price wars, Samsung emphasized the durability and security of its phones. The flagship Galaxy A series offers up to seven years of operating system and security updates, backed by Samsung Knox security. The company has also expanded its local service network to 281 locations across 38 African countries.

By focusing on "phones that can be trusted for the long term" rather than competing solely on price, Samsung addressed the region's price sensitivity. Mobile money transactions in sub-Saharan Africa amounted to $1.4 trillion last year, accounting for approximately two-thirds of global transaction value. Mobile money has become a primary financial tool for many adults in Africa, enabling them to receive salaries, purchase groceries, and repay phone installments through their mobile devices.

Consequently, phone security is directly linked to the protection of financial assets, making Samsung's commitment to security essential in this market.