Thailand has emerged as one of Southeast Asia’s most evenly contested smartphone markets, with only five percentage points separating the five largest vendors in the second quarter of 2026.
OPPO led the market with a 20 percent shipment share, closely followed by Samsung at 19 percent. Xiaomi captured 16 percent, while vivo and Apple tied at 15 percent each, according to Omdia.
Omdia report on Southeast Asia smartphone shipments in Q2 2026 shows that five vendors collectively controlled 85 percent of Thailand’s smartphone shipments, leaving only 15 percent for HONOR, realme, Transsion and other brands. OPPO’s lead over Samsung was one percentage point, while Samsung was three points ahead of Xiaomi.
Android vendors OPPO, Samsung, Xiaomi and vivo together accounted for 70 percent of shipments. The three Chinese vendors in the top five — OPPO, Xiaomi and vivo — controlled a combined 51 percent, giving them a 32-percentage-point advantage over Samsung.
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OPPO Leads Thailand with 20 Percent Share
OPPO secured first place with 20 percent of Thailand’s smartphone shipments. Its position reflects the continuing strength of the Reno and A-series portfolios, combined with extensive retail distribution, online promotions and trade-in programmes.
However, OPPO’s performance in Thailand contrasts sharply with its wider Southeast Asian result. Omdia estimates that OPPO’s regional shipments — including realme but excluding OnePlus — fell 41 percent to 3.1 million units in 2Q26. Its Southeast Asian market share declined from 21 percent in 2Q25 to 16 percent in 2Q26.
The company almost completely withdrew from the region’s lowest price category. OPPO’s shipments below $100 dropped 96 percent, while its shipments between $100 and $199 fell 25 percent.
OPPO is attempting to compensate for lower entry-level volumes by promoting more expensive Reno smartphones. The Reno16 5G is available in Thailand at approximately THB19,999 for 8GB+256GB.
Promotions on the Reno16 family have included discounts of up to THB9,000. The Reno16 F 5G has also been offered with a THB500 coupon, gifts valued at up to THB3,798 and trade-in bonuses reaching THB4,000.
This means the combined potential value of the Reno16 F coupon, gifts and trade-in benefit can reach THB8,298, although the availability and eligibility of individual incentives may vary.
Samsung Trails OPPO by One Percentage Point
Samsung captured 19 percent of Thailand’s smartphone shipments, putting it only one percentage point behind OPPO. Its broad portfolio gives it stronger coverage across entry-level, mainstream, premium and foldable price segments than most competitors.
Samsung was also the largest smartphone vendor across Southeast Asia in 2Q26. Its regional shipments declined 11 percent to 3.9 million units, compared with 4.3 million a year earlier. However, its market share increased from 17 percent to 20 percent because its decline was smaller than those recorded by most competitors.
Samsung’s share of Southeast Asia’s $200–$299 smartphone category climbed from 18 percent in 2Q25 to 32 percent in 2Q26 — an increase of 14 percentage points. Omdia said Samsung gained share across the wider sub-$300 market.
In Thailand, the Galaxy A27 5G is priced at THB9,999, while the Galaxy A37 5G 8GB+256GB costs THB13,999. The difference between the two devices is THB4,000.
Samsung is also using financing and ecosystem incentives to improve affordability. The Galaxy A37 5G is available with zero-interest instalments of up to 10 months. Buyers of selected Galaxy devices have been offered a 35 percent discount on the Galaxy Ring, reducing its price from THB14,900 to THB9,685—a saving of THB5,215.
Xiaomi Captures 16 Percent as Average Selling Price Jumps 43.5 Percent
Xiaomi ranked third in Thailand with a 16 percent shipment share, four points behind OPPO and three points behind Samsung.
Across Southeast Asia, Xiaomi shipped 3.7 million smartphones in 2Q26, down 21 percent from 4.7 million units in 2Q25. Its regional market share remained unchanged at 19 percent.
Xiaomi posted a 43.5 percent increase in average selling price, the second-highest rise among Southeast Asia’s five leading vendors. Its sub-$100 shipments fell 69 percent, but shipments priced between $100 and $199 increased 55 percent.
The figures illustrate Xiaomi’s shift away from ultra-low-cost smartphones toward higher-priced Redmi, POCO and Xiaomi models.
The Xiaomi 17T was introduced in Thailand at THB23,999 for 12GB+256GB and THB27,599 for 12GB+512GB. Promotional prices reduced the two variants to THB19,999 and THB22,999, respectively.
The 256GB version received a THB4,000 or approximately 17 percent reduction. The 512GB version was discounted by THB4,600, also equivalent to about 17 percent.
This aggressive introductory pricing helps Xiaomi challenge OPPO and Samsung, but it also demonstrates the level of promotional spending required to generate demand as device prices increase.
vivo Holds 15 Percent Despite Regional Shipment Decline
vivo captured 15 percent of Thailand’s smartphone shipments, tying Apple and finishing only one point behind Xiaomi.
Its performance in Thailand appears stronger than its regional shipment trend. vivo’s Southeast Asian shipments declined 26 percent to 2 million units in 2Q26, compared with 2.8 million a year earlier. Its regional market share remained at 11 percent.
Like OPPO, vivo substantially reduced its exposure to the lowest price category. Its sub-$100 shipments fell 88 percent and represented only 5 percent of its total regional volume, compared with 32 percent in 2Q25. The contribution from sub-$100 smartphones therefore fell by 27 percentage points.
The vivo V70 5G is priced at THB17,999 for 8GB+256GB, THB19,999 for 12GB+256GB and THB23,999 for 12GB+512GB. The device features ZEISS cameras, a 6,500mAh battery and 90W charging.
Operator subsidies give vivo another route to Thai consumers. True has promoted the V70 5G from THB12,499 with an eligible mobile package, compared with the THB17,999 device-only price. This represents a potential upfront reduction of THB5,500 or approximately 31 percent.
Apple Reaches 15 Percent on Premium iPhone Demand
Apple also held 15 percent of Thailand’s smartphone shipments. Its share demonstrates the relative strength of premium demand in a market otherwise led by Android vendors.
The iPhone 17 starts at THB29,900 in Thailand, making it THB9,901 more expensive than the promotional price of the Xiaomi 17T 12GB+256GB. The iPhone 17e starts at THB22,900, while the iPhone 16 is available from THB26,900.
Apple offers trade-in credit of up to THB20,000 on eligible devices. At the maximum value, the credit would cover approximately 67 percent of the starting price of an iPhone 17.
Apple’s financing, trade-in values, operating-system support and ecosystem are important competitive tools because the company does not compete directly with OPPO, Xiaomi and vivo in the lowest price bands.
Southeast Asia Smartphone Shipments Drop to 19.3 Million
Thailand’s competitive market is operating within a severe regional downturn. Southeast Asian smartphone shipments fell 23 percent year on year to 19.3 million units in 2Q26, compared with 25 million units in 2Q25. The region lost approximately 5.7 million quarterly shipments.
Despite the volume decline, market value reached $6.6 billion as the average selling price increased 31 percent to $342, according to Omdia.
The $100–$199 category increased its contribution from 32 percent to 39 percent of regional shipments. Applied to the reported 19.3 million total, the segment represented approximately 7.5 million shipments in 2Q26, although this is an estimate based on Omdia’s rounded market-share figure.
Omdia expects Southeast Asian shipments to decline 25 percent to 75.3 million units in 2026. This implies a 2025 market of approximately 100.4 million devices and a potential annual reduction of about 25.1 million shipments.
Thailand’s balanced vendor structure means the market leadership could change quickly. OPPO has a narrow advantage, Samsung has the strongest regional and global performance, Xiaomi is using substantial launch discounts, vivo is benefiting from operator subsidies, and Apple continues to capture premium demand.
FASNA SHABEER
