Samsung Electronics has taken the top spot in Africa's smartphone sales volume in the second quarter of 2026, according to market research firm TechInsights. The company's success can be attributed to its flexible payment option, which allows customers to pay for devices in daily or weekly amounts, reflecting local income structures where monthly salaries are not common. This approach has helped Samsung rank first in revenue in Africa's smartphone market in the first quarter of this year.
Samsung's dominance in the African smartphone market is further evident in its ranking of first place in both revenue and unit sales in the second quarter. Despite a 16.6% year-on-year decline in total smartphone sales in the African market during the second quarter, Samsung's unit sales surged 34.8%. The company's market share is expected to continue growing, with a forecasted 34.5% share of sales value and a 38.7% share of unit volume for the full year.
Africa is a challenging market for smartphone manufacturers, with ultra-low-priced products around $100 dominating the market. However, Samsung has managed to increase its share of smartphone unit sales in Africa, from 22.4% in 2024 to 26.5% in 2025, and is expected to reach 38.7% this year. The company's focus on offering "phones that can be trusted for the long term" rather than competing on price has been a key factor in its success.
The African market is highly price-sensitive, with the phone serving as both a wallet and a bank. Mobile money transactions in sub-Saharan Africa totaled $1.4 trillion last year, accounting for about two-thirds of the global transaction value. As a result, phone security is directly linked to the protection of financial assets, and Samsung has emphasized the importance of security in its devices.
Samsung's flagship Galaxy A series offers up to seven years of operating system and security updates, as well as Samsung Knox security. The company has also expanded its local service network to 281 locations in 38 countries, providing customers with reliable support. By differentiating itself through its focus on phone security and reliability, Samsung has been able to attract customers who are willing to pay a premium for trustworthy devices.
One of the barriers to purchasing a smartphone in Africa is the initial purchase cost, which can be a burden for customers who earn daily or weekly wages. To address this issue, Samsung introduced a flexible payment option that allows customers to pay for devices in daily or weekly amounts. This program has been successful, with 46% of Samsung's smartphone revenue in Africa coming through this program this year.
The success of Samsung's flexible payment option has also led to an increase in sales of premium products. Samsung's sales of Galaxy S and Z series devices in Africa rose 20% year-on-year this year, as customers are now able to afford these devices through daily and weekly installments. With its focus on phone security, reliability, and affordability, Samsung is well-positioned to continue leading the African smartphone market.
Key points
- Samsung Electronics ranks first in Africa's smartphone market revenue in the first half of this year.
- The company's flexible payment option has been a key factor in its success.
- Samsung's focus on phone security and reliability has helped it attract customers who are willing to pay a premium for trustworthy devices.
