By Kathambi Murithi, Marketing Manager, Consumer Electronics Division, Samsung Electronics East Africa
What were the key highlights for Samsung’s Consumer Electronics Division in the East African market in 2024?
In 2024, Samsung experienced remarkable growth across East Africa, expanding its presence in Kenya, Uganda, Tanzania, Rwanda, and Ethiopia. This growth was fueled by strong demand across key product categories, driven by increased digital adoption and the rising popularity of advanced technologies such as artificial intelligence and SmartThings. Our commitment to innovation, particularly in AI-powered home appliances and premium TVs, struck a chord with consumers, aligning with their needs for smarter, more connected living solutions.
Which product categories witnessed the highest growth for Samsung in 2024?
We experienced robust growth across several categories. The 2024 premium TV models (Above Sh700,000 in the NEO QLED and OLED categories) and high capacity fridges, and bespoke washing machine appliances were particularly strong performers. The increasing demand for premium features, connectivity, smart home solutions, and energy efficiency fuelled this growth.
How did Samsung differentiate itself from competitors in the East African market in 2024?
Samsung has distinguished itself in the competitive electronics market through a strategic focus on innovation, quality, customer service, and partnerships. At the core of its success is a commitment to cutting-edge technology, exemplified by products like Neo QLED TVs and AI-powered home appliances. These innovations integrate advanced AI and IoT features, creating smart ecosystems such as Samsung SmartThings that enhance modern living.
Equally important is Samsung’s emphasis on premium quality and sophisticated design, ensuring its products meet the needs of discerning consumers. From energy-efficient appliances to the customisable Bespoke line, Samsung blends aesthetics with functionality while championing sustainability through the use of recycled materials and eco-conscious manufacturing.
Exceptional customer service further solidifies Samsung’s reputation. With a robust network of service centres, comprehensive warranties, and responsive support channels, the brand ensures a seamless customer experience. Additionally, strategic partnerships with technology and content providers, as well as local distributors, have expanded its reach and tailored offerings to diverse markets.
This combination of innovation, quality, and customer-centric strategies has positioned Samsung as a leader in the consumer electronics industry, shaping lifestyles and setting benchmarks for excellence.
What were the key consumer trends observed in the East African consumer electronics market in 2024?
We observed several key trends: The consumer landscape has evolved significantly in recent years, driven by changing preferences and technological advancements. There has been a growing demand for premium products, as consumers increasingly seek high-end devices that offer advanced features and superior performance. This shift reflects a willingness to invest in quality and innovation, particularly in electronics and home appliances.
The rise of the digital lifestyle has further shaped consumer behaviour, with digital technologies becoming central to entertainment, work, and communication. From smart TVs to connected home systems, consumers now prioritise products that enhance convenience and integrate seamlessly into their daily lives.
At the same time, environmental consciousness has grown, with sustainability emerging as a key consideration for many consumers. Interest in eco-friendly products and practices has surged, encouraging brands to adopt greener materials, energy-efficient technologies, and sustainable production methods.
Finally, the growth of e-commerce has transformed the way consumers shop. Online platforms have gained immense popularity, offering the convenience of doorstep delivery and access to a broader range of products. This trend has opened new opportunities for businesses to reach wider audiences and tailor their offerings to meet the demands of a digitally-savvy customer base.
How did Samsung leverage technology to enhance the consumer experience in 2024?
We have effectively leveraged technology to enhance our offerings and improve customer experiences in meaningful ways. By integrating advanced innovations like Artificial Intelligence (AI) and the Internet of Things (IoT) into our products, we deliver personalised experiences and seamless connectivity that align with the needs of modern consumers. These technological advancements ensure our devices not only meet but exceed expectations in functionality and convenience.
In addition to innovation, we have strengthened our customer support infrastructure through a broad network of experience stores and service centres across the region. These facilities allow us to provide efficient, hands-on customer service, ensuring quick issue resolution and a consistent, high-quality experience for all our customers. This dual focus on advanced technology and exceptional service has been central to our ability to meet the evolving demands of our market.
What are Samsung’s key priorities for the Consumer Electronics Division in the East African market in 2025?
Our key priorities for 2025 are centred around several strategic initiatives. First, we aim to expand our product portfolio by introducing new and innovative products across key categories. This will allow us to meet the evolving needs of our customers and stay ahead in the market. Secondly, we are committed to providing exceptional customer service and robust after-sales support to ensure our customers’ satisfaction and loyalty. Lastly, we are dedicated to driving sustainable growth. This means promoting eco-friendly products and practices throughout our operations, reflecting our commitment to environmental responsibility and sustainability.
What is Samsung’s vision for the future of consumer electronics in East Africa?
We envision a future where technology empowers consumers in East Africa to live better lives. We aim to provide innovative and accessible technology solutions that enhance their daily lives, drive economic growth, and contribute to the overall development of the region.