Oppo surpasses Samsung to top Southeast Asia smartphone market

The regional smartphone market rebounded in 2024, with shipments recovering after two years of decline to 96.7 million units.

Oppo led with 16.9 million units shipped, up 14% from the previous year. Samsung followed closely with 16.6 million units and a 17% share.

Oppo smartphones. Photo by Oppo

Transsion and Xiaomi tied for third place with 16% each, and Vivo rounded out the top five with 13%.
"Southeast Asia’s smartphone market rebounded strongly in 2024, outpacing the global growth of 7%," Canalys Analyst Le Xuan Chiew said.

Oppo’s success comes from product calibration and investments in high-end models, he said. The A18 was its best-selling model, while a rebranded A3x helped drive shipments in higher market segments.

Samsung’s shipments declined, but its average selling price rose 14%, from $285 in Q4 2023 to $326 in Q4 2024.

The strong performance of premium models like the Galaxy A55 and Galaxy S series offset losses in its mass-market segment.

Analysts warned that brands must avoid excessive price cuts and unsustainable promotional subsidies to maintain profitability.

Another Canalys analyst, Sheng Win Chow, said: "Prudent inventory management will shape vendor strategies in 2025. "Overambitious sales targets can erode profitability, as overstocked channels require costly promotional subsidies to clear excess inventory in subsequent quarters."