Samsung Claims Top Spot in Africa’s Smartphone Market Revenue

Samsung Electronics has secured the number one position in Africa’s smartphone market for the first time since it began operating there in 1995. 

A major driver of this success has been the introduction of flexible payment plans that allow customers to pay for devices in daily or weekly instalments, a strategy tailored to local economies where monthly salaries are uncommon.

According to market research firm TechInsights, Samsung first captured the top spot in revenue during the first quarter of this year. By the second quarter, the company had also clinched first place in both revenue and unit sales. Notably, even as overall smartphone sales across the continent dipped 16.6% year-on-year in Q2, Samsung’s unit sales jumped by 34.8%. For the full year, Samsung is projected to lead the market with a 34.5% share of sales value and a 38.7% share of unit volume.

Despite its global dominance, Samsung initially struggled in Africa, a market heavily dominated by ultra-low-priced devices retailing around $100. Samsung’s share of unit sales was 22.4% in 2024 and 26.5% in 2025. The projected 38.7% for this year represents a remarkable increase of over 16 percentage points in just two years.

Africa is an extremely price-sensitive market, and for many, a smartphone serves as both a wallet and a bank. According to the GSM Association (GSMA), mobile money transactions in sub-Saharan Africa hit $1.4 trillion last year, representing roughly two-thirds of the global total. For many adults, mobile money is their sole financial account, used for everything from receiving wages to buying groceries and paying off phone instalments. Since mobile money fraud is a prevalent cybercrime in the region, device security is directly tied to protecting financial assets.

Rather than engaging in a pure price war, Samsung differentiated itself by offering devices users can trust for the long term. Its flagship Galaxy A series provides up to seven years of operating system and security updates, alongside Samsung Knox security. The company has also expanded its local service network to 281 locations across 38 countries.

A significant hurdle between wanting a phone and buying one is the upfront cost. Incomes in the region typically range from $100 to $500 monthly, while major Galaxy A models cost around $200. Since many earn daily or weekly wages, saving a lump sum is difficult, making upfront payment a heavy burden.

This year, 46% of Samsung’s smartphone revenue in Africa came through its instalment program. As the initial purchase barrier has lowered, sales of premium products have also seen a boost, with Samsung’s Galaxy S and Z series devices in Africa rising 20% year-on-year this year.