Samsung Electronics tops Africa’s smartphone market in the first half, putting smartphone security front and center

[Financial News] Samsung Electronics ranked No. 1 in revenue in Africa’s smartphone market in the first half of this year. Its strategy of expanding installment plans that let customers pay for devices daily or weekly to suit local income and spending patterns, while investing in security and after-sales service, appears to have paid off.

According to market research firm TechInsights on the 2nd, Samsung Electronics recorded its first-ever No. 1 ranking in revenue in Africa’s smartphone market in the first quarter of this year, then topped both revenue and unit sales in the second quarter.
Although total smartphone unit sales in Africa fell 16.6% in the second quarter from the same period a year earlier, Samsung Electronics’ unit sales rose 34.8%.
TechInsights projected that Samsung Electronics would also lead both categories for the full year, with a 34.5% share of revenue and a 38.7% share of unit sales.
Samsung Electronics’ share of smartphone sales by volume in Africa rose from 22.4% in 2024 and 26.5% last year to a projected 38.7% this year. 
Low-cost smartphones priced around $100 dominate Africa’s smartphone market, and security and reliability are considered important factors in consumers’ choices, as mobile devices are widely used for financial transactions.

According to the GSM Association (GSMA), mobile money transactions in Sub-Saharan Africa totaled $1.4 trillion last year, accounting for about two-thirds of the global total. For one in five adults, mobile money is their only financial account. With everything from receiving wages and grocery shopping to paying installments done by mobile phone, device security is closely linked to protecting financial assets.
Samsung Electronics sought to set itself apart by providing up to six years of operating system (OS) and security updates for the Samsung Galaxy A series and equipping the devices with its Samsung Knox security platform. It also expanded its local service network to 281 locations in 38 countries. In the “2026 Brand Africa 100” survey, it ranked as the most preferred smartphone brand among African consumers and third among all brands.
Samsung Electronics also expanded installment plans with local telecom operators and fintech companies to reduce upfront costs. Customers pay a small down payment to buy a device, then repay a set amount daily or weekly using mobile money. The plans take into account local income patterns, where many people are paid by the day or week. In countries including Kenya and Nigeria, the company is working with WATU and M-KOPA. The installment plans reportedly accounted for 46% of Samsung Electronics’ smartphone revenue in Africa this year. As the upfront purchase burden eased, unit sales of the Galaxy S and Z series also rose 20% from the same period a year earlier.

 
Samsung Electronics is also expanding its local marketing in Senegal in conjunction with the 2026 Dakar Youth Olympics. The event, the first Olympic competition to be held on the African continent, opened on the 31st of last month and will run through the 13th.
At major stores and experience spaces in Senegal, the “Pin Hunt” event lets visitors try Galaxy devices and receive a commemorative pin after completing game missions. Samsung is also working with global telecom operator Orange to sell a limited-edition package commemorating the Games, bundling a Galaxy A series smartphone with a charger and cover, at local Orange stores.
Samsung Electronics entered the African market in 1995. After leading in revenue in the first half, the company is now in focus as the market watches whether it can rank No. 1 in both annual revenue and unit sales.

[email protected] Yoon Hong-jip Reporter