Latest research from Omdia shows Southeast Asia’s smartphone market shipped 100 million units in 2025, marking a 1 percent decline after weaker demand in the first three quarters. However, the region rebounded in the fourth quarter, with shipments rising 2 percent to 25.8 million units, signalling improving momentum heading into 2026.
Samsung leads full-year shipments as affordable devices drive recovery
Samsung retained the top position in Southeast Asia in 2025, shipping 17.9 million smartphones, up 5 percent, and capturing an 18 percent market share. The company also led in 4Q25, shipping 4.2 million units for a 17 percent share, representing a strong 19 percent annual growth for the quarter.
The performance was supported by the Galaxy A17 series, which strengthened Samsung’s competitiveness in the affordable segment with improved specifications compared to the Galaxy A16.
Xiaomi maintains second place while TRANSSION sees shipment correction
Xiaomi ranked second for the full year, with shipments increasing 4 percent to 17.0 million units and market share rising to 17 percent. In 4Q25, Xiaomi shipped 3.9 million units, taking third place with a 15 percent share as many new launches had already shipped earlier in the year.
Transsion secured third place in 2025 despite shipments falling 8 percent to 16.3 million units, resulting in a 16 percent share. Fourth-quarter shipments reached 3.5 million units, down 25 percent as the company adjusted shipments after aggressive expansion across key markets.
OPPO rebounds in Q4 while vivo shifts toward higher-value devices
OPPO ranked fourth for the year with 14.7 million shipments, a 16 percent decline and a 15 percent share. The company showed signs of recovery in 4Q25, shipping 4.1 million units and achieving 4 percent annual growth, driven by the Reno 15 series and refreshed A-series devices.
Vivo completed the top five, shipping 11.9 million units in 2025, down 6 percent, maintaining a 12 percent share. Fourth-quarter shipments reached 3.4 million units, down 7 percent annually. Despite softer volumes, vivo increased average selling price by 11 percent as it focused on higher-value devices.
Channel strategies and online sales shape competition
According to Omdia, rising cost pressures are pushing smartphone brands to adopt channel-centric strategies to protect margins. POCO achieved its highest-ever monthly shipments in November, with contribution reaching 21 percent during 11.11 promotional sales. The entry-level POCO C71 helped sustain volumes and supported Xiaomi’s retail strategy despite lowering average selling prices.
HONOR doubles shipments with localized portfolio strategy
HONOR emerged as one of the fastest-growing vendors in the region, doubling shipments year-on-year in 2025. Growth was driven by strong performance in the Philippines, Singapore, Thailand and Vietnam.
Higher-spec models such as the X9d and telco-focused devices like the 400 Smart performed well in Malaysia, while affordable models including the X6c gained traction in price-sensitive markets such as the Philippines.
Outlook: Growth returning but competition intensifying
Omdia expects vendor performance in Southeast Asia to remain shaped by country-specific dynamics and localized product strategies. The return to growth in the fourth quarter suggests improving market conditions, but intensifying competition and cost pressures will continue to shape vendor strategies in 2026.
BABURAJAN KIZHAKEDATH