Samsung Takes the Top Spot in Africa’s Smartphone Market for the First Time, and Daily Instalments Led the Way

Samsung Electronics has ranked first in Africa’s smartphone market for the first time since entering the continent in 1995. According to market research firm TechInsights, Samsung took first place in revenue in the first quarter of 2026, then led in both revenue and unit sales in the second quarter. A key factor appears to be a customised instalment model that lets customers pay for their phones in daily or weekly amounts.

Growing in a Shrinking Market

The second-quarter result is especially notable. While total smartphone sales across the African market fell 16.6% year on year, Samsung’s unit sales rose 34.8%. For the full year, Samsung is expected to lead in both revenue and units, with a 34.5% share of sales value and a 38.7% share of unit volume.

That is a steep climb. Samsung’s share of unit sales in Africa was 22.4% in 2024 and 26.5% in 2025, so this year’s forecast represents a gain of more than 16 percentage points in two years. It has come in a market where ultra-low-priced devices around USD 100 dominate and price competition is fierce.

Why Daily and Weekly Instalments Work

The biggest barrier between a phone someone wants and a phone they can afford is the upfront cost. Monthly incomes in the region range from USD 100 to USD 500, while major Galaxy A series models cost around USD 200. Many people also earn daily or weekly wages, which makes saving a lump sum difficult and paying the full price upfront a real burden.

Samsung’s answer was a payment model built around how people actually earn. This year, 46% of its smartphone revenue in Africa came through the programme. As the initial purchase burden has eased, premium sales have also grown, with Galaxy S and Z series sales in Africa up 20% year on year.

Trust as a Differentiator

Rather than competing on price alone, Samsung has leaned on a promise of phones that can be trusted for the long term. This matters because, in Africa, the phone often serves as both wallet and bank. According to the GSMA, mobile money transactions in sub-Saharan Africa totalled USD 1.4 trillion last year, about two-thirds of the global transaction value. For some adults, mobile money is their only financial account, covering everything from salaries and groceries to phone instalments. Mobile money fraud is also one of the most common forms of cybercrime in the region, so phone security is directly tied to protecting people’s money.

Samsung’s flagship Galaxy A series offers up to seven years of operating system and security updates, along with Samsung Knox security. The company has also expanded its local service network to 281 locations across 38 countries, giving customers somewhere to turn after the sale.

Engaging Africa’s Youth Beyond Phones

Samsung has also expanded its local engagement around the Dakar Youth Olympic Games, Africa’s first Olympic event, extending its presence into a moment of continental significance for young people.

For consumers across East Africa and beyond, the result shows how affordability, security and long-term support can matter as much as the spec sheet in a market where trust is everything.

For the latest news, please visit the Samsung Newsroom at news.samsung.com.