Samsung Defends Southeast Asia Smartphone Crown Amidst Market Shifts
Southeast Asia remains a fiercely competitive smartphone market, particularly sensitive to price. Despite this, Samsung has not only held its ground but regained outright leadership in 2025, according to recent data from Omdia. The region, encompassing key markets like Vietnam, Thailand, Indonesia, the Philippines, and Malaysia, saw a total of 100 million smartphone shipments last year – a slight dip of 1% compared to 2024.
A Strong Finish to 2025
Samsung shipped 17.9 million units in Southeast Asia in 2025, representing a 5% increase from the previous year and securing a market share of 18%. The company demonstrated particular strength in the fourth quarter, achieving a 19% improvement over Q4 2024 with 4.2 million units shipped. This performance underscores Samsung’s ability to navigate the challenging regional landscape.
The Power of Affordable Options
Samsung’s success in Southeast Asia is largely attributed to the strong performance of its low-end and mid-range smartphones. The Galaxy A17, in particular, proved popular, reinforcing the company’s competitiveness in the affordable segment. This focus on value aligns with the price sensitivity prevalent in the region.
Competition Heats Up
While Samsung leads, the competition is far from absent. Xiaomi followed closely in second place with 17.0 million units shipped (17% market share), while TRANSSION, encompassing brands like Infinix, Tecno, and itel, secured third place with 16.3 million units.
Rising Costs and Future Challenges
Analysts anticipate potential headwinds for the Southeast Asian smartphone market in mid-2026. Increasing component and memory costs are likely to be passed on to consumers, potentially softening demand. Early indicators suggest this is already happening, with recent launches like Samsung’s Galaxy A07 and the Xiaomi Redmi Note 15 carrying higher price tags than their predecessors.
Samsung’s Continued Dominance in Electronics
Samsung’s strength extends beyond smartphones. The company remains the leading electronics brand in Southeast Asia, boasting a brand score of 75.4 – a comfortable five-point lead over Apple. It excels in consumer mindshare across various product categories, including televisions (particularly AI-powered smart TVs), home appliances, and semiconductor technology. Samsung achieved the top ranking in four out of six Southeast Asian markets within the electronics sector.
The brand’s success is rooted in its reputation for quality, innovation, and trustworthiness, with high scores for awareness (93%) and purchase rate (85%).
FAQ
Q: What is driving smartphone shipments in Southeast Asia?
A: Despite a slight overall decline, shipments are driven by demand for affordable and mid-range devices, particularly from brands like Samsung, Xiaomi, and TRANSSION.
Q: What challenges does Samsung face in Southeast Asia?
A: Samsung faces intense competition from local and Chinese brands, as well as increasing component costs that may impact pricing.
Q: Is Samsung the leading electronics brand in Southeast Asia?
A: Yes, Samsung is currently the leading electronics brand in Southeast Asia, with a strong brand score and high consumer awareness and purchase rates.
Q: What types of phones are most popular in Southeast Asia?
A: Low-end and mid-range smartphones are the most popular, reflecting the price sensitivity of the market.
Did you know? Samsung holds a comfortable lead in brand awareness and purchase rates across Southeast Asia, indicating strong customer loyalty.
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