Vietnam’s smartphone market became more concentrated in the second quarter of 2026 as Samsung strengthened its leadership and Xiaomi and OPPO increased their shipment shares. Samsung controlled 28 percent of shipments, followed by Xiaomi at 21 percent, OPPO at 20 percent, Apple at 16 percent and vivo at 6 percent, according to Omdia.
Omdia’s Q2 2026 smartphone shipment analysis indicated that the five largest vendors collectively accounted for 91 percent of shipments, up from 87 percent in 2Q25. Other brands — including HONOR, realme and Transsion — shared the remaining 9 percent.
Samsung’s lead over Xiaomi was seven percentage points. Meanwhile, one percentage point separated Xiaomi and OPPO, making the battle for second place particularly competitive.
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The comparison shows that OPPO recorded the largest share gain among the top smartphone vendors, advancing four percentage points. Xiaomi gained three points and Samsung added two points. Apple experienced the steepest reduction, falling four points, while vivo lost one point.
Samsung, Xiaomi, OPPO and vivo together controlled 75 percent of Vietnam’s smartphone shipments. The three Chinese vendors — Xiaomi, OPPO and vivo — accounted for a combined 47 percent, giving them a 19-percentage-point advantage over Samsung.
Samsung Extends Vietnam Smartphone Lead to 28 Percent
Samsung increased its Vietnamese market share from 26 percent in 2Q25 to 28 percent in 2Q26, strengthening its lead despite rising smartphone prices. The two-percentage-point gain indicates that Samsung’s broad portfolio is helping it defend both mainstream and premium demand.
Samsung led the wider Southeast Asian market in 2Q26. Its regional shipments declined 11 percent to 3.9 million units, but its market share rose from 17 percent to 20 percent because competitors contracted more sharply. Samsung’s share of Southeast Asia’s $200–$299 smartphone segment increased from 18 percent to 32 percent.
Globally, Samsung performed even better. The company secured a 23 percent shipment share in 2Q26 as volumes increased 9 percent year on year, according to Counterpoint Research.
In Vietnam, Samsung is supporting its market position with Galaxy A-series models, premium Galaxy S smartphones and foldables. The Galaxy A57 5G is priced from VND12.49 million for 8GB+128GB, rising to VND14.49 million for 12GB+256GB. The Galaxy A37 5G starts at VND10.29 million.
Both models offer six generations of operating-system upgrades and six years of security updates. The A57 also includes a 5,000mAh battery, 50MP main camera, IP68 protection and charging that can reach 65 percent in 30 minutes, according to Samsung Vietnam.
Xiaomi Reaches 21 Percent Despite Regional Shipment Decline
Xiaomi increased its Vietnam market share from 18 percent to 21 percent, moving from third place in 2Q25 to second place in 2Q26. Its three-percentage-point gain suggests that Redmi, POCO and Xiaomi-branded smartphones remain competitive despite price increases.
Xiaomi’s performance in Vietnam was stronger than its regional result. Across Southeast Asia, the company shipped 3.7 million smartphones in 2Q26, down 21 percent from 4.7 million a year earlier. Its regional share nevertheless remained unchanged at 19 percent.
Xiaomi reported the second-highest average selling price increase among Southeast Asia’s five largest vendors, with ASP rising 43.5 percent. Its shipments below $100 fell 69 percent, but shipments priced between $100 and $199 increased 55 percent.
This movement illustrates how Xiaomi is shifting affordable customers into more expensive devices. In Vietnam, the Xiaomi 17T is priced at VND20.09 million for 12GB+256GB and VND20.99 million for 12GB+512GB, although promotional reductions have reached VND3 million.
The POCO X8 Pro has also been offered from VND10.29 million, compared with its regular price of VND11.99 million — a reduction of VND1.7 million or approximately 14 percent.
OPPO Gains Four Percentage Points to Reach 20 Percent
OPPO captured 20 percent of Vietnam’s smartphone shipments, up from 16 percent a year earlier. Its four-percentage-point increase was the largest gain among the country’s five leading vendors.
OPPO finished only one percentage point behind Xiaomi and eight points behind Samsung. Together, Xiaomi and OPPO controlled 41 percent of shipments, exceeding Samsung’s share by 13 percentage points.
Vietnam was a bright spot for OPPO amid a difficult regional quarter. Omdia estimates that OPPO’s Southeast Asian shipments — including realme but excluding OnePlus — fell 41 percent to 3.1 million units. Its regional share declined from 21 percent to 16 percent.
OPPO almost entirely exited Southeast Asia’s sub-$100 category, where its shipments dropped 96 percent. Its shipments in the $100–$199 segment also fell 25 percent. The company is increasingly prioritising Reno smartphones, imaging, AI and battery performance instead of pursuing entry-level volume.
The Reno16 5G is priced at VND18.99 million in Vietnam, while the Reno16 F 5G is positioned at approximately VND15 million. The Reno16 5G offers a 6,700mAh battery, 80W charging and IP69K protection, strengthening OPPO’s position in the upper-mid-range segment.
Apple Share Falls from 20 Percent to 16 Percent
Apple’s Vietnam shipment share fell four percentage points, from 20 percent in 2Q25 to 16 percent in 2Q26. The decline moved Apple from second place to fourth, behind Samsung, Xiaomi and OPPO.
Apple nevertheless retained a substantially stronger position in Vietnam than in most price-sensitive Southeast Asian markets. Its 16 percent share was almost three times vivo’s 6 percent.
Globally, Apple’s shipments increased 13 percent in 2Q26, producing the company’s highest second-quarter share of 21 percent. The iPhone 17 was the world’s most-shipped smartphone model, while Apple was the only major global vendor to avoid price increases during the quarter.
The standard iPhone 17 starts at VND24.999 million in Vietnam, while the iPhone 17e starts at VND17.999 million. The iPhone 17 Pro begins at VND34.999 million, according to Apple’s Vietnam store.
Trade-in credits of approximately VND4.7 million to VND17.9 million and monthly financing reduce upfront costs, but Xiaomi and OPPO’s expanding upper-mid-range portfolios are creating stronger competition below Apple’s core premium price bands.
vivo Captures 6 Percent as Entry-Level Volumes Shrink
vivo’s Vietnamese market share declined from 7 percent to 6 percent. The company remained fifth, 10 percentage points behind Apple and 22 points behind Samsung.
Across Southeast Asia, vivo shipments fell 26 percent to 2 million units, although its regional share remained stable at 11 percent. The company has been reducing its dependence on the lowest smartphone price category.
vivo’s sub-$100 shipments dropped 88 percent and accounted for only 5 percent of its regional volume in 2Q26, compared with 32 percent one year earlier. This means vivo reduced the contribution of sub-$100 devices by 27 percentage points.
The vivo V70 5G is priced at VND17.99 million for 8GB+256GB and VND19.99 million for 12GB+256GB in Vietnam. It features ZEISS cameras, a 6,500mAh battery and 90W charging.
At lower prices, vivo continues to use promotions to support demand. The Y05 has been listed at VND4.79 million, down VND200,000, while the Y31d has been offered at VND8.09 million, representing a VND900,000 or 10 percent reduction.
Southeast Asia Smartphone Shipments Fall to 19.3 Million
Vietnam’s vendor rankings must be viewed against a severe regional downturn. Southeast Asian smartphone shipments fell 23 percent to 19.3 million units in 2Q26, down from 25 million units a year earlier and the lowest quarterly volume since 2014.
Market value was more resilient at $6.6 billion because the average selling price increased 31 percent to $342. The figures show that higher prices are partly compensating vendors for lost shipment volume.
The $100–$199 category increased its regional share from 32 percent to 39 percent. However, total shipments of devices priced above $100 still declined 2 percent, indicating that much of the lost sub-$100 demand disappeared rather than moving completely into higher price bands.
Omdia expects Southeast Asian smartphone shipments to fall 25 percent to 75.3 million units in 2026. This forecast implies that the region shipped approximately 100.4 million smartphones in 2025 — a potential annual loss of around 25.1 million units.
Vietnam’s market is therefore becoming both more concentrated and more competitive. Samsung has strengthened its leadership, but Xiaomi and OPPO are gaining share rapidly. Apple remains the leading premium challenger despite its annual share decline, while vivo must defend its position as affordable smartphone volumes continue to contract.
FASNA SHABEER