Malaysia’s smartphone market saw notable changes in Q3 2025, with Xiaomi securing a commanding 21 percent market share to remain the top vendor in the country.
Samsung followed with 15 percent, while HONOR climbed into third place with a strong 13 percent share. vivo and OPPO completed the top five with 12 percent and 11 percent respectively, reflecting a highly competitive landscape shaped by evolving consumer expectations and aggressive brand strategies, Omdia report indicated.
Malaysia Smartphone Market Overview
The Malaysian market remained vibrant despite broader regional pressures, with Xiaomi maintaining its leadership position for another quarter. The brand’s focus on affordable, feature-packed devices has helped it retain strong traction among Malaysian consumers. Samsung continued to perform well with a 15 percent share, leveraging its wide device portfolio and strong offline presence. HONOR’s rapid rise to third place underscores its growing resonance with buyers seeking performance-oriented smartphones at competitive price points.
Consumer preferences in Malaysia continue to center on value-driven devices. This trend has reinforced the momentum of brands like Xiaomi and HONOR, which offer attractive combinations of hardware quality, performance and affordability.
Competitive Brand Landscape
Xiaomi maintained its number one ranking with 21 percent share, driven by the popularity of its Redmi Note lineup and consistent after-sales service. Its value-centric approach continues to appeal strongly to both first-time buyers and upgraders.
Samsung held 15 percent share, supported by brand familiarity and a balanced mix of premium models and entry-level devices. Continued visibility in physical retail stores remains a major advantage.
HONOR achieved a breakthrough with 13 percent share, reflecting growing trust in its high-spec devices priced effectively for the Malaysian market.
vivo and OPPO secured 12 percent and 11 percent respectively, supported by strong local marketing efforts, targeted camera-focused models and wide availability across retail channels.
Market Trends in Q3 2025
Malaysia’s smartphone market in Q3 2025 followed broader Southeast Asia patterns, where total shipments dipped slightly by one percent to about 25.6 million units. Despite the small decline, Malaysia’s penetration rate exceeded 99 percent, underscoring a mature market with stable consumer demand.
The quarter also saw intensified competition as brands sought to optimize sales during festive campaigns and back-to-school periods. HONOR’s move into the top three highlights the ongoing shifts in market dynamics as newer entrants challenge long-established brands. Meanwhile, the steady performance of vivo and OPPO reflects their continued relevance among consumers prioritizing dependable camera performance and stylish design.
Conclusion
Q3 2025 reaffirmed Xiaomi’s dominance in Malaysia’s smartphone market, while Samsung and HONOR demonstrated strong and rising appeal among local consumers. Despite slight shipment slowdowns across the region, Malaysia’s market remains robust, driven by high demand for mid-range and entry-level smartphones. Brands that focus on affordability, product innovation and effective local engagement strategies are best positioned to thrive in Malaysia’s fast-changing mobile ecosystem.
Shafana Fazal