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Samsung’s Dominance in South African Smartphone Market: An Analysis

Samsung leads the South African smartphone market with a commanding 51.16% share as of May 2024. This dominance is driven by a diverse range of devices catering to various consumer needs, extensive local support, and competitive trade-in programs.

Samsung continues to reign supreme in the South African smartphone market, securing an impressive market share of 51.16% as of May 2024. This data, sourced from GlobalStats Statcounter, highlights Samsung’s strategic success in meeting the diverse demands of South African consumers through a wide range of devices and robust support infrastructure.

Samsung’s Market Leadership: Samsung’s dominance can be attributed to its comprehensive portfolio, which spans entry-level, mid-range, and flagship smartphones. This approach ensures that Samsung devices appeal to a broad spectrum of consumers, from budget-conscious buyers to tech enthusiasts seeking the latest innovations.

Market Share Growth

Tracking data from GlobalStats Statcounter reveals a consistent growth trajectory for Samsung in South Africa. In December 2019, Samsung held a market share of 44.03%, which has steadily increased, reaching 50.89% by December 2023, and further climbing to 51.16% in May 2024. This growth underscores Samsung’s ability to adapt to market demands and maintain consumer trust and loyalty.

Competitive Landscape

Apple holds the second-largest market share in South Africa, with approximately 16%. Despite being a distant second, Apple’s presence is significant, particularly in the premium segment. However, Apple’s mid-range offerings, like the 2022 iPhone SE, are relatively expensive compared to Samsung’s mid-range Galaxy A series, which offers better value for money with features like large displays and powerful cameras.

Huawei, once a formidable player, has seen its market share decline due to the loss of Google Mobile Services support. This shift has opened opportunities for other brands like Xiaomi, Oppo, and Vivo to capture market share by offering Google-supported devices at competitive prices.

Emerging Competitors

Xiaomi has made notable inroads into the South African market, growing its share from 0.81% in December 2019 to 3.58% in December 2023. Oppo and Vivo, relatively new entrants, have also seen growth, with Oppo’s share rising from 2.56% in December 2022 to 3.37% in December 2023, and Vivo from 1.34% to 1.68% in the same period.

Samsung’s Strategic Initiatives

Samsung attributes its market dominance to several key factors:

  1. Diverse Product Range: Samsung’s extensive range of smartphones caters to all market segments, from entry-level to premium devices.
  2. Trade-In Programs: Attractive trade-in deals, especially on popular models like the S24 Series, Z Series, and A55 5G, make the latest technology more accessible and affordable.
  3. Local Support: Robust local support and after-sales service enhance customer satisfaction and brand loyalty.

“We have ensured that our smartphones are designed and built to cater to different needs across all segments, always with our consumer in mind,” Samsung told MyBroadband. This consumer-centric approach is evident in the success of the Galaxy A series, which balances performance, software support, and affordability.


Samsung’s dominance in the South African smartphone market is a testament to its strategic product range, competitive pricing, and strong local support. While Apple and emerging brands like Xiaomi, Oppo, and Vivo continue to challenge the market leader, Samsung’s comprehensive approach keeps it at the forefront of the South African smartphone industry.

Market Share Data (December 2019 – December 2023):

VendorDec 2019Dec 2020Dec 2021Dec 2022Dec 2023
Smartphones Market Share
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