This is the latest figure released by market research company Omdia on February 13. Accordingly, smartphone shipments in Southeast Asia reached 100 million units in 2025, down 1% compared to the same period last year, due to weak performance in the first 3 quarters of the year, affecting the overall market.
In 2025, Samsung led the Southeast Asian smartphone market, increasing shipments by 5% to 17.9 million units and expanding market share to 18%. Samsung also topped the market in the fourth quarter of 2025, shipping 4.2 million units, accounting for 17% market share, an increase of 19% compared to the same period last year.
This impressive result is supported by the successful launch of the Galaxy A17 series, bringing significant upgrades in specifications compared to the Galaxy A16 and strengthening Samsung's competitiveness in the low-cost segment.
Xiaomi recorded the second highest shipment volume of the year, with shipments increasing by 4% to 17 million units, raising the company's market share to 17%.
Transsion ranked third in terms of shipments for the whole year with 16.3 million units, accounting for 16% market share. However, compared to 2024, Transsion's sales in the region are decreasing.
Oppo ranked fourth in terms of shipments in 2025, with 14.7 million devices shipped and a market share of 15%. Meanwhile, Vivo ranked 5th in the region, with sales reaching 11.9 million units, accounting for 12% of the market share.
Although the annual shipment volume decreased compared to 2024, Vivo has increased its average selling price (ASP) by 11%, showing a focus on higher-value devices.
Apple with iPhone is not in the Top 5 in Southeast Asia. They are also outside the Top 5 in some countries such as Indonesia, Philippines, Thailand and Malaysia. In Vietnam, Apple ranked 2nd in terms of shipments in 2025, accounting for 20% market share, only behind Samsung - 26%.
In general, the shipment volume of manufacturers across Southeast Asia continues to be shaped by the specific factors of each country, with increasing growth depending on the localization of effective product portfolios.
A notable example is Honor, the total number of products shipped by the company has doubled compared to the previous year in 2025, supported by strong growth in key markets including the Philippines, Singapore, Thailand and Vietnam.
This growth is strengthened by a targeted product portfolio strategy. Higher-configuration phone models such as X9d and carrier-focused devices such as 400 Smart have attracted customers in Malaysia, while more affordable phone models such as X6c are performing well in price-sensitive markets such as the Philippines," researcher Chiew Le Xuan shared.
