Samsung Electronics has climbed to top spot in Africa’s smartphone market for the first time since entering the continent in 1995, as an innovative instalment payment model propelled the South Korean technology giant to turn affordability challenges into a competitive advantage.
Market research firm TechInsights says Samsung led the African smartphone market by revenue in the first quarter, before securing the top position in both revenue and unit sales in the second quarter.
The performance defied a broader market slowdown. While Africa’s total smartphone shipments fell 16.6% year-on-year in the second quarter, Samsung’s unit sales jumped 34.8%, highlighting the impact of its locally tailored strategy.
Samsung is forecast to capture 38.7% of Africa’s smartphone unit sales and 34.5% of market revenue for the full year, up sharply from a 22.4% unit share in 2024 and 26.5% in 2025.
A major driver has been its instalment programme, allowing customers to pay daily or weekly rather than committing to a large upfront payment or conventional monthly instalments.
The approach addresses the financial realities of markets where many customers earn irregular daily or weekly wages and smartphones costing around $200 can represent a substantial expense.
The company is also competing on security and reliability rather than price alone. Its Galaxy A series offers up to seven years of operating system and security updates, supported by Samsung Knox protection.
The strategy carries particular significance in Africa where mobile money is deeply embedded in everyday commerce. GSMA figures show sub-Saharan Africa processed $1.4 trillion in mobile money transactions last year, roughly two-thirds of the global total.
Samsung said 46% of its African smartphone revenue this year came through the instalment programme. Sales of its premium Galaxy S and Z devices also increased 20% year-on-year, suggesting the model is helping consumers move upmarket.
The company has expanded its service network to 281 locations in 38 African countries.