Canalys, part of Omdia, reported that Southeast Asia’s smartphone market declined 1% year-on-year in Q2 2025, with shipments totaling 25.0 million units. Tariff uncertainties and macroeconomic challenges, including U.S.–China trade tensions and a weakened U.S. dollar, disrupted supply chains, inventory planning, and consumer sentiment, particularly in the mass market segment.
Xiaomi regained the top position for the first time since Q2 2021, shipping 4.7 million units and securing a 19% market share, an 8% increase from the previous year. Growth was driven by strong Redmi series sales, expanded direct-to-consumer and operator channels, and a 54% year-on-year increase in its premium Xiaomi 15 series. POCO shipments more than doubled, contributing to Xiaomi’s performance.
TRANSSION took second place, shipping 4.5 million units for an 18% market share, up 17% year-on-year, fueled by new entry-level portfolio launches. Samsung ranked third with 4.3 million units and a 17% market share, down 3% from last year, though its 5G-capable Galaxy A06 5G and A16 5G models saw demand growth in Vietnam and Singapore. Samsung also expanded its enterprise strategy to support higher average selling prices and B2B engagement.
OPPO, excluding OnePlus, placed fourth with 3.5 million units and a 14% market share, down 19% due to intensified entry-level competition. vivo, in fifth, shipped 2.8 million units for an 11% market share, down 21% as it focused on profitability. However, vivo’s mid-range V-series grew 92% year-on-year, accounting for 21% of its shipments, up from 9% in Q2 2024. HONOR, among others, saw a 121% shipment increase, surpassing 1 million units, driven by its X9c and 400 series in the premium segment.
TikTok Shop’s expansion into electronics has created new opportunities, with brands like Infinix and Xiaomi leveraging the platform for online-exclusive models, inventory clearance, and live-selling events. This aligns with the strategies of established e-commerce platforms like Shopee and Lazada.
