Samsung Dominates Southeast Asia: Leading the Smartphone Market in 2025

Southeast Asia remains one of the most vibrant and competitive landscapes in the global mobile industry. It is a region characterized by extreme price sensitivity and aggressive maneuvering from local and international players. Samsung continues to face significant pressure from Chinese manufacturers who often compete by offering high-end specifications at lower price points. However, despite this intense rivalry, the South Korean tech giant has successfully maintained its foothold and secured its position at the top of the leaderboard.

The company has proven its resilience by not only holding its own but also maintaining the highest share in the smartphone market across key territories including Vietnam, Thailand, Indonesia, the Philippines, and Malaysia. This achievement is particularly noteworthy given the slight contraction of the overall market.

Resilience in a Shifting Economic Landscape

According to the latest industry data from Omdia, total smartphone shipments in Southeast Asia reached approximately 100 million units last year. This represents a modest 1% decrease compared to the figures recorded in 2024. Amidst this slight dip, Samsung emerged as the clear leader, shipping 17.9 million units. This performance reflects a 5% increase in volume compared to the previous year, allowing the company to close 2025 with an 18% share of the total market.

Samsung's momentum was particularly evident during the fourth quarter of 2025. In Q4 alone, the company shipped 4.2 million units, marking a substantial 19% improvement over the same period in 2024. This late-year surge helped solidify its lead over competitors who were also vying for the attention of holiday shoppers.

Strategic Success of Affordable Models

The primary engine behind Samsung's stellar performance in this region has been its robust portfolio of low-end and mid-range phones. Specifically, the Galaxy A17 has performed exceptionally well, proving that the company’s strategy of reinforcing competitiveness in the affordable segment is paying off. By offering reliable hardware and modern features at accessible price points, Samsung has managed to capture a large segment of first-time smartphone buyers and those looking for value-driven upgrades.

While Samsung sits at the top, the competition remains fierce. Xiaomi took the second-place spot, shipping 17.0 million units in 2025 to capture a 17% market share. TRANSSION, the parent company of popular brands like Infinix, Techno, and itel, secured third place with 16.3 million units shipped. The narrow gap between these top three players highlights just how contested the region remains.

Future Outlook and Economic Challenges

Looking ahead, analysts suggest that the market may face headwinds by mid-2026. The industry is currently bracing for "price shocks" caused by the rising costs of essential components and memory. These increased manufacturing expenses are likely to be passed on to the end consumer. We are already seeing early signs of this trend; for example, recent entry-level launches like the Samsung Galaxy A07 and the Xiaomi Redmi Note 15 carry higher price tags than the models they replaced. This shift could lead to softer demand as consumers adjust to the new pricing reality.

Which smartphone brand is currently the leader in Southeast Asia?

As of the end of 2025, Samsung is the market leader in Southeast Asia, holding an 18% market share with 17.9 million units shipped throughout the year.

How did the overall smartphone market in Southeast Asia perform in 2025?

The market saw a total of 100 million units shipped, which was a slight decrease of 1% compared to the total shipments in 2024.

What specific Samsung models contributed to its market dominance?

Samsung’s success was largely driven by its affordable Galaxy A-series, with the Galaxy A17 performing particularly well in the low-end and mid-range segments.

Who are Samsung's biggest competitors in this region?

Xiaomi is the closest competitor in second place, followed by TRANSSION (which includes brands like Infinix and Techno) in third place.

Why are smartphone prices expected to increase in 2026?

Prices are expected to rise due to higher costs for internal components and memory modules, forcing manufacturers to increase the retail prices of new models like the Galaxy A07.

🔎 In conclusion, Samsung's ability to navigate the complexities of the Southeast Asian market demonstrates its deep understanding of regional consumer needs. By balancing premium innovation with a strong focus on the affordable Galaxy A-series, the company has successfully fended off intense competition. While economic challenges and rising component costs loom on the horizon for 2026, Samsung enters the new year from a position of undisputed strength, ready to adapt its strategy to maintain its hard-won leadership.