Top 5 Smartphone Brands in Latin America by Shipment Volume, Q2 2024

Market Overview

The Latin American smartphone market maintained steady growth in Q2 2024, with total shipments of approximately 40 million units. Chinese brands continue to expand their market share through cost-effectiveness and channel advantages.

Ranking and Data

• Samsung: 12 million units, 30% market share, leading with multi-price coverage and brand recognition.
• Xiaomi: 8 million units, 20% share, with the Redmi series performing strongly in the mid-to-low-end segment.
• Motorola (Lenovo): 7.2 million units, 18% share, benefiting from high brand loyalty in Brazil and Mexico.
• OPPO: 4 million units, 10% share, attracting users with youthful marketing and imaging technology.
• Transsion: 3.2 million units, 8% share, rapidly penetrating the low-end market through Tecno and Infinix.

Other brands accounted for approximately 5.6 million units (14%).

Trends and Drivers

• 5G smartphone penetration rose, driving replacement demand; 5G models accounted for over 45% of shipments in Q2 2024.
• Chinese brands increased investment in online channels and social e-commerce, e.g., Xiaomi's partnership with Mercado Libre.
• Latin American consumers are price-sensitive, with the $200–400 price band being the most competitive.
• Huawei continued to decline due to sanctions, exiting the top five.

Implications for Chinese Companies Going Global

• Localization (e.g., Motorola's manufacturing in Brazil) remains a key barrier.
• Cooperation with carriers and bundled plans can boost share.
• After-sales service and brand trust need long-term cultivation.

Source: IDC and industry estimates.