The smartphone market in Southeast Asia recorded a 1% year-on-year decline in Q2 2025 with total shipments reaching 25 million units, according to a report by Canalys.
Xiaomi returned to the top spot since Q2 2021 with shipments of 4.7 million units and a market share of 19%. This performance was driven by strong sales of the Redmi series. TRANSSION, on the other hand, recorded the highest annual growth among the top five brands with a 17% increase to 4.5 million units and a market share of 18%.
Samsung ranked third with a market share of 17%, despite a 3% decline. Demand for the brand’s 5G devices remained strong in markets such as Vietnam and Singapore, which was also supported by the added value of the Galaxy A06 5G and A16 5G models.
OPPO (excluding OnePlus brand) ranked fourth with shipments of 3.5 million units and a market share of 14%, down 19% due to intense competition in the entry-level segment.
Vivo ranked fifth with a market share of 11%, down 21% year-on-year. However, Vivo showed positive momentum in the mid-range device segment, especially with its V series.
Tariff volatility and currency fluctuations, especially the weakness of the US dollar, continued to impact consumer purchasing power and retail prices. This forced manufacturers to adjust their pricing and promotional strategies to remain competitive.
Xiaomi leveraged the TikTok Shop platform to sell exclusive models at lower prices, in addition to implementing a strategy of clearing out old inventory through discounts and direct sales. This approach opened up significant opportunities for them in an increasingly competitive market.
Honor also performed well, shipping over one million units in the quarter. This represented a 121% year-on-year increase. High demand for the Honor X9c and Honor 400 series contributed to the brand’s strong growth.
In terms of market share by country, Xiaomi leads in Malaysia and Indonesia with 20% and 21% respectively. In the Philippines, TRANSSION dominates the Philippine market with 37%, while OPPO tops the list in Thailand with 22%. Samsung holds the Vietnamese market with 26%.