Samsung Electronics recorded a surge in unit sales that propelled it to the top of the African smartphone market in the first half of 2026, marking the first time in three decades the company has led the region.

Market research firm TechInsights reported that while overall smartphone sales in Africa fell 16.6% year‑on‑year in the second quarter, Samsung’s unit sales rose 34.8% during the same period.

The company attributes the rebound to a customized installment model that lets customers pay for devices in daily or weekly amounts, matching local income patterns where monthly salaries are uncommon.

Samsung says the installment scheme contributed 46% of its smartphone revenue in Africa, reducing the upfront cost barrier and encouraging purchases of higher‑end models.

Sales of premium Galaxy S and Z series devices grew 20% year‑on‑year, reflecting the shift toward higher‑margin products as financing options expanded.

In the second quarter of 2026, Samsung ranked first in both revenue and unit sales, and it is projected to maintain the lead for the full year with a 34.5% share of sales value and a 38.7% share of unit volume.

The company's share of African smartphone unit sales rose from 22.4% in 2024 to 26.5% in the previous year, and it aims to reach 38.7% by the end of 2026, an increase of more than 16% over two years.