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

Samsung Electronics has emerged as the leading smartphone brand in Africa's market during the first half of 2026, according to market research firm TechInsights. The Korean tech giant achieved this position despite a 16.6% decline in total smartphone sales year-on-year in the region. Samsung's unit sales, however, jumped by an impressive 34.8%, marking a significant turnaround in the African market where ultra-low-priced products typically dominate.

To capitalize on the local income structure in Africa, Samsung introduced a flexible payment option that allows customers to pay for devices in daily or weekly installments. This strategy, which acknowledges the common lack of monthly salaries in the region, appears to have played a pivotal role in driving the surge in unit sales. By offering devices that users can trust for the long term, Samsung differentiated itself from the ultra-competitive price-focused market in Africa.

In 2024, Samsung held a 22.4% share of smartphone unit sales in Africa, which increased to 26.5% by 2025. The company's forecast for the full year anticipates a remarkable 38.7% share, representing a 16-point increase over the past two years. The GSMA reports that mobile money transactions in sub-Saharan Africa reached $1.4 trillion last year, accounting for about two-thirds of global transaction value.

This high reliance on mobile devices for financial transactions underscores the importance of phone security in protecting users' financial assets.