Market picture
According to Omdia, in Q2/2026, the smartphone market in Vietnam witnessed fierce competition between major brands. Samsung led with 28% market share. Xiaomi ranked 2nd with 21% market share and recorded a growth rate of 34% compared to the same period last year.
This is also the company with the strongest growth among the 5 major brands. In the following positions are Oppo (20%), Apple (16%) and Vivo (6%). Previously in the first quarter of this year, the market share proportion belonged to Samsung (26%), Oppo (21%), Apple (20%), Xiaomi (18%) and Vivo (4%) respectively.
Regarding price, the Vietnamese smartphone market is also not outside the general trend of the world and the region, when cheap smartphones are gradually "out of favor" and products from mid-range and above are sought after.
In Southeast Asia, the 500-699 USD segment grew by 74% in the period from April to June this year compared to the same period last year and the over 700 USD segment increased by 18%, continuing to push the market towards higher-priced devices.
Talking to Lao Dong, Ms. Nguyen Thi Anh Hong - Director of e-commerce of the 24hStore retail system emphasized that the smartphone market is showing clear differentiation. The popular group is under pressure from increased component costs and cautious purchasing power, while the high-end segment continues to maintain growth thanks to the need to upgrade equipment.
From her perspective, Vietnamese users have the main characteristics when choosing to buy a smartphone: Prioritizing long-term usage value, Vietnamese users are currently not only interested in the initial selling price but are increasingly focusing on stable usage for many years, resale value when upgrading, long-term ecosystem and experience, camera, performance, and new technology support capabilities.
Especially in big cities like Ho Chi Minh City, customers tend to switch to high-end smartphone lines instead of just choosing cheap devices," Ms. Hong commented.
This explains why near-high-end and high-end products from brands such as Samsung, Xiaomi or Honor record positive growth figures in Vietnam. Meanwhile, iPhone lines, especially Apple's iPhone 17 series, are always on the list of best-selling smartphones in systems from CellphoneS, The Gioi Di Dong to FPT Shop, 24hStore...
Bustling used machine market
In September, Apple will launch the iPhone 18 series product line, which will promote Vietnamese consumers to upgrade to new products. "The Vietnamese market is entering a mature phase, when growth no longer comes mainly from first-time smartphone buyers but from the need to upgrade," a market expert shared with Lao Dong.
Major retail systems are promoting the implementation of Old Revenue - Innovation programs to meet the demand for switching to new generation products. For example, at the Di Dong Viet system, the group of new generation flagship iPhones is recording attractive old recharge prices, suitable for users who need to sell devices to prepare for upgrading to new generation products. iPhone 17 Pro Max 1TB has a final recharge price of up to 39.41 million VND, 512GB version up to 33.67 million VND; iPhone 16 Pro Max 512GB up to 24.94 million VND and 256GB version up to 23.44 million VND.
For previous generations, iPhone 16 Pro 512GB has a final purchase price of up to 23.29 million VND, iPhone 15 Pro Max 512GB up to 22.21 million VND and iPhone 15 Pro 512GB up to 19.18 million VND. iPhone 14 Pro Max 512GB and iPhone 14 Pro 512GB have final purchase prices of up to 17.43 million VND and 16.97 million VND respectively.
When new products are officially on shelves, the amount of old devices launched on the market increases sharply, abundant supply makes the purchase price level adjustable down by about 10-15%, depending on the model. Therefore, many users tend to set prices or resell devices right before the launch of the new generation to receive the optimal purchase price," a representative of Di Dong Viet shared.
