Accra, Ghana – November 11, 2026 – Samsung Electronics has strengthened its position in Africa’s smartphone market, ranking first in revenue in the first quarter of 2026 before securing the top position in both revenue and unit sales in the second quarter.
The company’s strong performance comes at a time when the African smartphone market is experiencing a slowdown. According to market research firm TechInsights, total smartphone sales across the continent declined by 16.6% year-on-year in the second quarter. However, Samsung recorded a 34.8% increase in unit sales over the same period.
The company is also projected to finish the year as Africa’s leading smartphone brand in both revenue and unit sales, with an estimated 34.5% share of total sales value and 38.7% share of unit volume.
Samsung’s growing market share marks a significant improvement from previous years. The company accounted for 22.4% of smartphone unit sales in Africa in 2024 and 26.5% in 2025. Its projected 38.7% share for 2026 represents an increase of more than 16 percentage points in just two years.
The performance is particularly notable given the competitive nature of the African smartphone market, where consumers are highly price-conscious and smartphones priced around $100 account for a significant portion of demand.
Building Trust Through Security and Long-Term Reliability
Rather than focusing solely on price competition, Samsung has adopted a strategy centred on reliability, security and long-term value, recognising the important role smartphones play in the daily lives of African consumers.
Across much of Africa, smartphones serve purposes beyond communication. They have become essential financial tools, particularly as mobile money continues to expand across the continent.
According to the GSM Association (GSMA), mobile money transactions in sub-Saharan Africa reached $1.4 trillion last year, representing approximately two-thirds of the global transaction value. For some adults, mobile money remains their only financial account.
From receiving salaries and purchasing groceries to making payments and repaying phone instalments, many everyday financial activities are conducted through mobile devices. This growing dependence has also made mobile money fraud one of the common forms of cybercrime in the region, increasing the importance of smartphone security.
Samsung has sought to address these concerns by placing greater emphasis on device protection and long-term usability. Its flagship Galaxy A series 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, with 281 service locations in 38 African countries, giving customers greater access to maintenance and technical assistance.
Flexible Payment Options Make Samsung Devices More Accessible
Beyond product quality and security, Samsung’s flexible payment programme has also played an important role in expanding its reach across Africa.
For many consumers, the challenge is not necessarily the desire to own a quality smartphone but the ability to afford the full purchase price upfront.
Monthly incomes in many parts of the region range between $100 and $500, while some of Samsung’s major Galaxy A series models cost approximately $200. For people who earn daily or weekly wages rather than monthly salaries, raising the full amount at once can be difficult.
To address this challenge, Samsung introduced flexible payment arrangements that allow customers to pay for their devices in smaller daily or weekly instalments, reflecting the income patterns of many consumers across the continent.
The approach has helped reduce the initial financial burden associated with purchasing a smartphone, making devices that were previously beyond the reach of some consumers more accessible.
The impact of the programme is reflected in Samsung’s sales figures. In 2026, 46% of the company’s smartphone revenue in Africa came through the instalment payment programme.
The flexible payment option has also contributed to increased demand for higher-end devices. Samsung recorded a 20% year-on-year increase in sales of its Galaxy S and Galaxy Z series smartphones in Africa this year.
The results suggest that by combining reliable technology, stronger security features, accessible after-sales services and flexible payment arrangements, Samsung is finding ways to respond to the realities of the African market while strengthening its position in the continent’s competitive smartphone industry.
