Southeast Asia presents a uniquely challenging market for smartphone vendors. It’s characterized by intense competition, price sensitivity, and a diverse range of local and Chinese brands aggressively vying for market share. Despite these hurdles, Samsung has managed to not only maintain its position but also regain outright leadership in the region.
Samsung Regains Top Spot in Southeast Asia Amidst Market Dip
According to the latest data from Omdia, smartphone shipments across Southeast Asia – encompassing key markets like Vietnam, Thailand, Indonesia, the Philippines, and Malaysia – reached 100 million units in 2025. However, this figure represents a slight 1% decrease compared to the 101 million units shipped in 2024. This marks a continuation of softening demand, following a 3% dip in Q1 2025 reported by Canalys (now part of Omdia).
Samsung finished 2025 as the leading smartphone vendor in Southeast Asia, shipping 17.9 million units. This represents a 5% increase over its 2024 performance and secured the company a total market share of 18%. The company demonstrated particular strength in the fourth quarter of 2025, achieving a 19% improvement over Q4 2024 with 4.2 million units shipped.
A key driver of Samsung’s success has been its focus on the affordable and mid-range segments. The Galaxy A17, in particular, has performed exceptionally well, reinforcing Samsung’s competitiveness in this price-sensitive market. This strategy aligns with a broader shift away from entry-level products, as evidenced by the 47% year-on-year growth of its 5G-capable A-series devices.
Trailing Samsung, Xiaomi secured the second position with 17.0 million units shipped in 2025, capturing a 17% market share. TRANSSION, the parent company of brands like Infinix, Tecno, and itel, followed in third place with 16.3 million units shipped. Xiaomi’s success was partially attributed to a direct-to-consumer (D2C) and telco-centric approach, particularly in Malaysia, where 5G device sales accounted for 39% of its shipments.
Mounting Cost Pressures and Rising ASPs
The overall decline in smartphone shipments across Southeast Asia is linked to several factors. Elevated inventories carried over from the fourth quarter of 2024, coupled with weakened consumer demand due to inflationary pressures, contributed to a 5% increase in average selling prices (ASPs). This suggests consumers are facing higher costs for smartphones, potentially impacting sales volume.
Analysts are now anticipating further softening of demand in the first half of 2026. This expectation is driven by anticipated price increases resulting from higher component and memory costs, which are likely to be passed on to consumers. Early indicators of this trend are already visible in recent low-end launches, such as Samsung’s Galaxy A07 and the Xiaomi Redmi Note 15, both of which are priced higher than their predecessors.
Despite the challenging market conditions, some brands demonstrated notable growth. HONOR recorded its best quarterly performance with 893,000 shipments, an 88% increase driven by a diversified product portfolio. Vivo also saw positive momentum, with a 34% year-on-year surge in V-series shipments.
Country-Specific Dynamics
The competitive landscape varies across different countries within Southeast Asia. In Indonesia, Xiaomi led the market with a 19% share, followed closely by TRANSSION and OPPO, both holding 17% shares. Samsung and Vivo each captured a 16% share in the Indonesian market.
Looking ahead, the Southeast Asian smartphone market will likely remain highly competitive. Vendors will need to navigate rising costs, fluctuating consumer demand, and the evolving preferences of a diverse customer base. Samsung’s continued success will depend on its ability to innovate, offer compelling value propositions, and adapt to the specific needs of each market within the region.
