Samsung tops Africa’s smartphone market for the first time in 31 years

Data from market research firm TechInsights shows the South Korean tech giant led the market in revenue in the first quarter of 2026, a first for the company. It went on to rank first in both revenue and unit sales in the second quarter.

The gains came even as the wider market shrank. Total smartphone sales in Africa fell 16.6 per cent year on year in the second quarter, while Samsung’s unit sales rose 34.8 per cent over the same period.

TechInsights projects that Samsung will finish 2026 as the market leader on both measures, with a 34.5 per cent share of sales value and a 38.7 per cent share of unit volume. The forecasts are based on data as of August 2026.

The milestone is significant in a market long dominated by ultra-low-cost handsets selling for around $100, where Samsung has historically found it hard to gain ground.

The company’s share of smartphone unit sales in Africa stood at 22.4 per cent in 2024 and 26.5 per cent in 2025. The 2026 forecast of 38.7 per cent marks a rise of more than 16 percentage points in two years.

Samsung says it chose not to compete on price. It instead marketed its devices as phones that buyers can rely on for years, a pitch suited to a region where the handset often serves as both wallet and bank.

According to the GSM Association (GSMA), mobile money transactions in sub-Saharan Africa reached $1.4 trillion last year, about two-thirds of global transaction value. For many adults, mobile money is their only financial account, used to receive salaries, buy groceries and repay loans.

Mobile money fraud is also among the most common forms of cybercrime in the region, which ties phone security directly to the safety of users’ savings.

Samsung’s Galaxy A series, its best-selling range on the continent, comes with up to seven years of operating system and security updates as well as Samsung Knox security. The company has also expanded its service network to 281 locations across 38 African countries.

The company says the main barrier for many buyers was the upfront cost. Monthly incomes across the region range from $100 to $500, while popular Galaxy A models retail at around $200.

Because many workers are paid daily or weekly, saving a lump sum is difficult, and paying the full price upfront put the devices out of reach for many.

To close that gap, Samsung introduced an instalment programme that lets customers pay for devices in daily or weekly amounts. The model accounted for 46 per cent of its smartphone revenue in Africa this year.

The lower entry cost has also lifted demand for premium devices. Sales of Samsung’s Galaxy S and Galaxy Z flagship series in Africa rose 20 per cent year on year.