Samsung holds on to its Southeast Asia phone market leadership in 2025

Southeast Asia is a highly competitive and price sensitive market. Samsung faces tough competition there from local and Chinese brands who compete aggressively on both specs and pricing.

However, the company continues to hold its own against the rivals. Not just that, it kept its top spot with the highest share in the smartphone market across Southeast Asia.

According to the latest numbers from Omdia, smartphone shipments in Southeast Asia, which includes leading markets like Vietnam, Thailand, Indonesia, Philippines, and Malaysia, hit 100 million units last year. Total shipments were down 1% compared to 2024.

Samsung led the market in Southeast Asia last year with 17.9 million units shipped, a 5% increase over 2024, closing out the year with a total market share of 18%. It had particularly strong performance in Q4 2025, achieving a 19% improvement compared to Q4 2024, with 4.2 million units shipped.

The company's stellar performance in this region was supported primarily by its low-end and mid-range phones. The Galaxy A17 performed very well, reinforcing the company's competitiveness in the affordable segment.

China's Xiaomi followed Samsung in second place, shipping 17.0 million units in 2025 for a market share of 17%. TRANSSION, which owns brands like Infinix, Techno, itel, and others, came in third place with 16.3 million units shipped.

Analysts expect that the market as a whole could see softer demand by mid-2026 as price shocks due to higher component and memory costs are likely passed on to consumers. There are early indications of this already as recent low-end launches like Samsung's Galaxy A07 and Xiaomi Redmi Note 15 are both priced higher than the models they replace.