Samsung, Leading Smartphone Brand in Southeast Asia at the Start of 2025

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Nabilah Muhamad 20/05/2025 11:46 WIB

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Canalys data shows that smartphone shipments in Southeast Asia totaled 22.8 million units in Q1 2025. Samsung led with 4.3 million units shipped.

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Southeast Asia Smartphone Shipment Volume* (Q1 2025)

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According to a report by research firm Canalys, smartphone shipments in the Southeast Asian market totaled 22.8 million units in Q1 2025.

This figure represents a 3% decrease year-on-year (YoY), marking the first decline after five consecutive quarters of annual growth.

"Vendors entered the year with high inventory levels after accelerating shipments during the holiday season in Q4 2024, as a precautionary measure against global economic risks," said Canalys Research Manager Le Xuan Chiew in his report on Monday, May 19, 2025.

Furthermore, inflationary pressure weakened consumer demand, particularly in the entry-level and mid-range segments.

In the first quarter of this year, Samsung held a 19% share of the Southeast Asian smartphone market with 4.3 million units shipped, down 3% YoY.

Despite the decline, the South Korean manufacturer maintained its leading position thanks to its strategy of shifting focus from the lower segment to premium products.

Xiaomi ranked second, shipping 4 million units, the only manufacturer to record growth at 4% YoY.

Smartphone shipments for Transsion plummeted 20% YoY to 3.3 million units; OPPO decreased 16% YoY to 3.2 million units; and Vivo saw a 3% YoY correction to 2.7 million units.

For clarification, Canalys' estimated Xiaomi smartphone shipment volume includes sub-brands POCO and Redmi. Transsion includes TECNO, Infinix, and iTel.

Meanwhile, combined smartphone shipments from other brands in Southeast Asia reached 5.2 million units, up 18% YoY.

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."