OPPO overtakes Samsung: Shipped the most smartphones in Southeast Asia for the first time

According to the latest Canalys research, Southeast Asia's smartphone market rebounded in 2024 and OPPO is on top for the first time.

File photo: OPPO A3, Galaxy A55

Top smartphone brands in Southeast Asia last 2024

In particular, all of the vendors shipped 96.7 million units which is up by 11 percent year-on-year (YoY) after two years of decline. OPPO captured 18 percent of the market share with 16.9 million shipments which is equivalent to a 14 percent annual increase.

Southeast Asia smartphone shipments 2024

Data from Canalys

1. OPPO - 18 percent market share (16.9 million units shipped)
2. Samsung - 17 percent market share (16.6 million units shipped)
3. TRANSSION - 16 percent market share (15.5 million units shipped)
4. Xiaomi - 16 percent market share (15.5 million units shipped)
5. vivo - 13 percent market share (12.3 million units shipped)

The rest of the brands recorded 21 percent of the market share with 19.9 million units shipped.

The best-selling model of OPPO is the A18 and the A3x helped drive higher channel shipments. These models helped drive OPPO to the top spot of the region for the whole year of 2024.

In Q4 2024, TRANSSION (TECNO, Infinix, and itel) took the top spot by expanding its dealer distribution and its entry-level HOT and SMART Series smartphones.

While Samsung's shipments fell, its ASP (average selling price) increased by 14 percent to USD 326 in Q4 2024 (from USD 285 in Q4 2023). 

HONOR is not yet in the top 5, but Canalys noted that it grew by 11 percent in 2024. Apple also recorded 15 percent year-on-year growth last year and remained a strong force in the high-end market.

In the Philippines, TRANSSION is dominating the market with a 34 percent market share followed by Xiaomi at 15 percent.

Philippines smartphone shipments 2024

1. TRANSSION - 34 percent market share

2. Xiaomi - 15 percent market share

3. vivo - 15 percent market share

4. realme -  11 percent market share

5. OPPO - 10 percent market share

To read the full report by Canalys read here.