Samsung takes African smartphone market lead as sales surge 34.8%

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The manufacturer is forecast to command more than a third of smartphone sales volume this year as alternative payment structures reshape consumer purchasing patterns.

Samsung Electronics has strengthened its position in Africa’s smartphone market, recording a 34.8% year-on-year increase in unit sales in the second quarter of 2026, despite a 16.6% contraction in the broader market.

The South Korean electronics manufacturer ranks first in both smartphone revenue and unit sales, according to market research firm TechInsights, following its first-place position in revenue during the first quarter.

Its performance comes as the company expands flexible payment options that allow customers to pay for devices daily or weekly rather than upfront.

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Samsung is forecast to end 2026 with a 38.7% share of Africa’s smartphone unit sales and 34.5% of market revenue. This would represent a substantial increase from its 22.4% unit sales share in 2024 and 26.5% in 2025.

The payment model addresses affordability challenges in a market where monthly incomes range between $100 and $500 (R1 659-R8 295), while major Galaxy A models cost about $200 (R3 318). Many consumers earn daily or weekly wages, making conventional upfront payments difficult.

The strategy also extends beyond affordability. With mobile money transactions in sub-Saharan Africa reaching $1.4 trillion (R23.23 trillion) last year, according to the GSM Association, smartphone security has become an important consideration for consumers who rely on their devices for financial transactions.

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Samsung is positioning its devices around long-term reliability, with its Galaxy A series offering up to seven years of operating system and security updates, alongside Samsung Knox protection.

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