Samsung Electronics has emerged as Africa’s leading smartphone manufacturer by revenue in the first half of 2026, marking a major milestone for the company since entering the continent’s market in 1995.
The South Korean technology company secured the top position in revenue during the first quarter before extending its lead in the second quarter, when it ranked first in both revenue and unit sales, according to market research firm TechInsights.
Samsung’s performance comes amid challenging market conditions, with overall smartphone sales in Africa declining by 16.6 per cent year-on-year in the second quarter. However, the company recorded a 34.8 per cent increase in unit sales during the same period, highlighting its growing competitiveness in the region.
The company is also projected to finish 2026 as Africa’s leading smartphone manufacturer in both revenue and sales volume, with an estimated 34.5 per cent share of total market value and 38.7 per cent of unit sales.
The latest figures represent a significant improvement from previous years, when Samsung accounted for 22.4 per cent of smartphone unit sales in 2024 and 26.5 per cent in 2025.
The company attributes its growth partly to a shift in strategy that focuses on affordability, device reliability and flexible payment options designed around the financial realities of African consumers.
Unlike markets where customers commonly receive monthly salaries, many African consumers earn income daily or weekly, making it difficult to purchase smartphones through conventional upfront payments.
To address this challenge, Samsung introduced customised instalment programmes allowing customers to pay for devices in smaller daily or weekly amounts.
The initiative has become an important contributor to the company’s business, accounting for 46 per cent of its smartphone revenue in Africa during 2026.
The flexible payment model has also helped Samsung expand beyond entry-level devices by making higher-priced smartphones more accessible to consumers who would otherwise struggle to afford them.
Consequently, sales of the company’s flagship Galaxy S and Galaxy Z series increased by 20 per cent year-on-year.
Samsung’s growth strategy also focuses on device security and long-term reliability, particularly in a region where smartphones play an increasingly important role in financial transactions.
According to the Global System for Mobile Communications Association (GSMA), mobile money transactions in sub-Saharan Africa reached approximately $1.4 trillion last year, representing about two-thirds of global transaction value.
For millions of consumers, smartphones are essential financial tools used to receive salaries, purchase goods, transfer money and repay loans. This has increased the importance of protecting personal and financial information against cybercrime.
Samsung has sought to differentiate its devices through its Galaxy A series, which offers up to seven years of operating system and security updates, alongside Samsung Knox security technology.
The company has also expanded its after-sales support network across the continent, establishing 281 service locations in 38 African countries to improve customer access to repairs and technical assistance.
Beyond commercial growth, Samsung is expanding its engagement with African communities through local initiatives linked to the Dakar Youth Olympic Games, the first Olympic event to be hosted on African soil.
The company is using the sporting event to strengthen its connection with young people and expand its brand presence across the continent.
Samsung’s latest performance highlights the growing importance of flexible financing, digital security and accessible technology in Africa’s competitive smartphone market, where affordability remains a major consideration for consumers.