Samsung Electronics has become Africa’s leading smartphone manufacturer for the first time since entering the market in 1995, overtaking its competitors in both revenue and unit sales.
The milestone has partly been driven by its flexible instalment payment model, locally known as lipa mdogo mdogo, which allows customers to pay for devices in small daily or weekly amounts.
According to market research firm TechInsights, Samsung topped Africa’s smartphone market by revenue in the first quarter of this year, marking its first-ever lead.
The company extended its dominance in the second quarter, ranking first in both revenue and unit sales.
The achievement comes amid challenging market conditions. Smartphone sales across Africa declined by 16.6 per cent year-on-year in the second quarter, while Samsung recorded a 34.8 per cent increase in unit sales, defying the industry-wide slowdown.
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Lipa Mdogo Mdogo model boosts smartphone access
Samsung’s growth has been partly attributed to its customised instalment payment programme, which allows customers to purchase smartphones and pay in small daily or weekly amounts instead of making a full upfront payment.
The model, locally known as lipa mdogo mdogo, is designed around local income patterns, particularly in markets where many consumers earn irregular incomes or do not receive fixed monthly salaries.
The model reduces the initial financial burden on buyers and makes devices more accessible to customers by breaking down the cost of a smartphone into manageable instalments.
Samsung says the lipa mdogo mdogo model has also expanded its reach to consumers beyond the traditional market for low-cost smartphones, opening up opportunities for sales of higher-priced devices.
Premium smartphone sales increase
The instalment programme accounted for 46 per cent of Samsung’s smartphone revenue in Africa this year.
The strategy is also supporting demand for premium devices. Samsung’s Galaxy S and Galaxy Z series smartphone sales in Africa increased by 20 per cent year-on-year this year, indicating growing uptake of its high-end products.
Samsung strengthens market share in Africa
Samsung’s latest performance marks a significant shift in a market historically dominated by affordable smartphones priced at around $100.
The company held 22.4 per cent of Africa’s smartphone unit sales in 2024 before increasing its share to 26.5 per cent in 2025.
Its projected market share of 38.7 per cent this year represents an increase of more than 16 percentage points in two years.
The electronics dealer is projected to finish the year as Africa’s leading smartphone manufacturer in both revenue and unit sales, with a 34.5 per cent share of market revenue and 38.7 per cent of total unit sales.
