2023 Southeast Asia Smartphone Market Share Ranking: Samsung Leads, Chinese Brands Rise
In 2023, Southeast Asia's smartphone market shipped approximately 85 million units, with Samsung leading at 24% share, while Chinese brands OPPO, vivo, and Xiaomi collectively accounted for over 40%.
Market Overview
The total smartphone shipments in Southeast Asia in 2023 reached approximately 85 million units, a year-on-year increase of about 5%. The market landscape is characterized by Samsung's leadership and the collective rise of Chinese brands. The following are the performance of the top five brands:
- Samsung: Maintained the top spot with a 24% market share, shipping approximately 20.4 million units, driven by the Galaxy A series and foldable devices, maintaining high-end appeal.
- OPPO: Held a 20% share with shipments of about 17 million units. The A series and Reno series performed strongly in the mid-range market.
- vivo: Captured 16% of the market, shipping around 13.6 million units. The Y series and V series deepened penetration in Vietnam and the Philippines.
- Xiaomi: Accounted for 14%, with shipments of about 11.9 million units. The Redmi Note series drove online channel growth.
- Realme: Achieved an 8% share, shipping about 6.8 million units, focusing on young users and the value segment.
Trend Analysis
Chinese brands (OPPO, vivo, Xiaomi, Realme) collectively held a 58% market share, up 3 percentage points from 2022. This growth is attributed to localized marketing, competitive pricing, and channel expansion. Although Samsung remained first, its share dropped by 2% from 2022, mainly due to pressure in the mid-to-low-end market. Apple saw growth in the premium segment with the iPhone 15 series, but its overall share remained at 6% (about 5.1 million units).
Country Differences
- Indonesia: The largest market in SEA, with Samsung at 23% and OPPO at 21%, Realme performing well online.
- Thailand: Apple's share exceeded 10%, with stronger demand for mid-to-high-end devices.
- Vietnam: vivo and OPPO combined for over 40%, while Samsung only had 19%.
- Philippines: Xiaomi's share reached 18%, with high online penetration.
The data is based on public reports from IDC and Counterpoint, combined with industry estimates. Due to slight differences in methodologies, actual numbers may vary.