Samsung Electronics has emerged as Africa’s leading smartphone brand by revenue for the first time since entering the market in 1995, following a strong sales performance in the first half of 2026.
The South Korean technology company ranked first in smartphone revenue during the first quarter before extending its lead in the second quarter, when it topped the market in both revenue and unit sales, according to market research firm TechInsights.
Samsung’s performance came against a difficult market backdrop, with smartphone sales across Africa declining by 16.6 per cent year-on-year in the second quarter. Despite the downturn, the company’s unit sales increased by 34.8 per cent over the same period.
The company is also projected to finish 2026 as Africa’s leading smartphone brand in both revenue and unit sales, with an estimated 34.5 per cent share of market value and 38.7 per cent of total units sold.
The latest performance marks a significant improvement from previous years, when Samsung held 22.4 per cent of the continent’s smartphone unit sales in 2024 and 26.5 per cent in 2025.
Its projected 2026 market share would represent an increase of more than 12 percentage points from its 2025 position.
Instalment payments drive growth
Samsung’s growing use of flexible payment arrangements has emerged as one of the factors supporting its expansion across the continent.
Through a customised financing model, customers can purchase smartphones and pay for them in smaller daily or weekly instalments rather than making a full upfront payment.
The approach is designed to accommodate consumers who earn irregular incomes or receive wages daily and weekly, making it easier to acquire devices that might otherwise be beyond their immediate budgets.
According to the company, 46 per cent of its smartphone revenue in Africa this year came through the instalment programme.
The payment model has also helped drive demand for more expensive devices. Samsung reported a 20 per cent year-on-year increase in sales of its premium Galaxy S and Galaxy Z series in Africa.
Security becomes a key selling point
Beyond affordability, Samsung is positioning device security and long-term software support as key differentiators in a market where low-cost smartphones remain popular.
The company says its strategy focuses on offering devices that consumers can rely on over several years rather than competing primarily on price.
Its Galaxy A series offers up to seven years of operating system and security updates on supported models, alongside Samsung Knox security features.
The emphasis on security comes as mobile phones increasingly serve as financial tools across sub-Saharan Africa, where mobile money is widely used for everyday transactions.
The GSMA estimates that mobile money transactions in sub-Saharan Africa reached $1.4 trillion last year, accounting for about two-thirds of global transaction value.
Consumers use mobile devices to receive money, pay for groceries, settle bills and manage other financial transactions, making the security of their smartphones increasingly important.
Samsung has also expanded its after-sales support network, reporting 281 service locations across 38 African countries.
Expanding engagement across Africa
The company is also seeking to strengthen its connection with African consumers through local marketing and engagement initiatives.
Its activities include expanded engagement around the Dakar Youth Olympic Games, which provide an opportunity to connect with young audiences and increase brand visibility across the continent.
Samsung’s latest results point to growing demand for its smartphones, supported by flexible payment options, device security and expanded customer support as the company seeks to strengthen its position in Africa’s competitive mobile market.