[Edaily Reporter Han Kwangbeom ] SamsungElectronics(005930)has topped the local smartphone market in sales for the first time since entering the African market in 1995. Analysts attribute the sales increase to the company’s expansion of installment programs that allow customers to pay for devices in daily or weekly installments, reflecting the income structure centered on daily and weekly wages.
According to market research firm TechInsights on the 2nd, SamsungElectronics, having ranked first in the African smartphone market by revenue for the first time in the first quarter of this year, secured the top spot in both revenue and unit sales in the second quarter.
While total smartphone sales in Africa during the second quarter fell 16.6% year-over-year, SamsungElectronics’ sales volume rose 34.8%.
TechInsights forecasts that SamsungElectronics’ annual market share in Africa for smartphone revenue will reach 34.5% and its unit sales share will reach 38.7% this year. If these forecasts hold true, the company will rank first in both annual revenue and unit sales.
SamsungElectronics’ unit market share is projected to rise by more than 16 percentage points in just two years—from 22.4% in 2024 and 26.5% in 2025 to this year’s forecast of 38.7%.
The African smartphone market is characterized by a high proportion of low-cost devices priced around $100, and since mobile devices also serve as financial tools, price and security are key factors in this market.
According to the GSMA, mobile money transaction volume in sub-Saharan Africa reached $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.
SamsungElectronics has prioritized product lifespan and security over price competition. It provides operating system (OS) and security updates, along with Samsung Knox, for up to six years on its flagship Galaxy A series, and has expanded its service network to 281 locations across 38 countries.
In the “2026 Brand Africa 100” survey, SamsungElectronics ranked third overall among brands preferred by African consumers and first among smartphone brands.
To lower price barriers, the company has also expanded locally tailored installment programs. In countries such as Kenya and Nigeria, Samsung is partnering with local providers like WATU and M-KOPA to offer plans where customers pay only a small down payment and then make daily or weekly payments via mobile money.
According to SamsungElectronics, 46% of its smartphone sales in Africa this year were generated through such installment programs. As the initial purchase burden has been reduced, sales of premium products have also increased, with sales of the Galaxy S and Z series rising 20% year-over-year.
SamsungElectronics is also leveraging the “2026 Dakar Youth Olympic Games”—the first Olympic event to be held on the African continent—to expand its reach among local consumers.
The company is hosting a “Pin Hunt” event at major stores and experience centers in Senegal, where customers can try out Galaxy products and complete gaming missions. In partnership with global telecom operator Orange, Samsung is also selling a limited-edition commemorative package for the event, consisting of a Galaxy A series smartphone, a charger, and a case.
