Indonesia Smartphone Market Sales Register 20% YoY Decline in Q2 2020, Online Market Share Hits All-time High of 19%

  • The smartphone market in Indonesia declined 9% QoQ in Q2 2020.
  • Vivo led the market with 21.2% share, followed by OPPO (20.6%) and Samsung (19.6%).
  • Xiaomi led the online market with 40% share.

New Delhi, Hong Kong, Seoul, London, Beijing, San Diego, Buenos Aires – September 4, 2020

Indonesia smartphone market sales declined 20% YoY and 9% QoQ in Q2 2020 mainly due to the adverse economic effect of the COVID-19 pandemic, according to the latest research by Counterpoint Research Model Sales Tracker. Top five smartphone brands — Vivo, OPPO, Samsung, Xiaomi and Realme — accounted for more than 90% of the total smartphone sales during this quarter.

Vivo continues to lead the smartphone market with 21.2% share in Q2 2020, followed by OPPO (20.6%) and Samsung (19.6%). Leaving behind local brands, Chinese players continue to dominate the Indonesian smartphone market, grabbing four slots in the top five brands with their aggressive marketing strategies.

The major catalyst in Vivo’s success is its aggressive pricing strategy and big demand from the low mid-end segment and Tier 2. Vivo’s smartphone models such as the Y12, Y91C and Y50 were among the top contributors to its market share. Vivo is strong in the offline segment. OPPO is not much behind Vivo, having stimulated the market with its A series smartphones.

Exhibit 1: Indonesia Smartphone Market Share by Sales Q2 2020

Indonesia Smartphone Market Share by Sales (%) Q2 2020

Source: Counterpoint Research Channel Share Tracker June 2020

Commenting on the online market, Research Associate Tanvi Sharma said: “Online smartphone sales in Indonesia grew 70% YoY and 7% QoQ during Q2 2020. The total online smartphone market share reached an all-time high of 19% during Q2 2020, compared to 9% in Q2 2019. This spurt was mainly due to the COVID-19-triggered need for social distancing and innovative marketing strategies such as shopping through WhatsApp. E-commerce platform Lazada topped the chart with 50% share, leaving behind Shopee (24%) and Tokopedia (15%).”

Sharma added: “This online shopping trend is expected to continue to grow as e-commerce platforms are going big on promotional activities. Recently, Shopee launched a three-week shopping event called 9.9 Super Shopping Day, offering free delivery and late-night discounts.”

Commenting on brand performance, Associate Director Tarun Pathak said: “Xiaomi emerged as the leader in online channel sales with 40% share. Its Redmi 8A was the top model for online channel sales, followed by Realme 5i and Redmi Note 8 series. Realme took second place in online channel sales with 33% share. Samsung took third place with 10% market share, its Galaxy A10s, A10 and A50 being among the top contributors.”

Exhibit 2: Indonesia Top E-commerce players by Smartphone Sales Q2 2020

Indonesia Top E-commerce Players in Smartphone Sales- Q2 2020


Source: Counterpoint Research Channel Share Tracker June 2020

Pathak added: “The e-commerce industry has seen a big growth in these three months, thanks to COVID-19. E-wallets such as Ovo and GoPay are becoming more common as digital payments replace cash. Also, discounts and promotional offers are particularly important to lure consumers to e-commerce platforms.”


Counterpoint Technology Market Research is a global research firm specializing in Technology products in the TMT industry. It services major technology firms and financial firms with a mix of monthly reports, customized projects and detailed analysis of the mobile and technology markets. Its key analysts are experts in the industry with an average tenure of 13 years in the high-tech industry.

Analyst Contacts:

Tanvi Sharma

Tarun Pathak

Follow Counterpoint Research

Related Posts

Counterpoint research is a young and fast growing research firm covering analysis of the tech industry. Coverage areas are connected devices, digital consumer goods, software & applications and other adjacent topics. We provide syndicated research reports as well as tailored. Our seminars and workshops for companies and institutions are popular and available on demand. Consulting and customized work on the above topics is provided for high precision projects.

Apple Snack Pack


Understanding iPhone

Term of Use and Privacy Policy

Counterpoint Technology Market Research Limited


In order to access Counterpoint Technology Market Research Limited (Company or We hereafter) Web sites, you may be asked to complete a registration form. You are required to provide contact information which is used to enhance the user experience and determine whether you are a paid subscriber or not.
Personal Information When you register on we ask you for personal information. We use this information to provide you with the best advice and highest-quality service as well as with offers that we think are relevant to you. We may also contact you regarding a Web site problem or other customer service-related issues. We do not sell, share or rent personal information about you collected on Company Web sites.

How to unsubscribe and Termination

You may request to terminate your account or unsubscribe to any email subscriptions or mailing lists at any time. In accessing and using this Website, User agrees to comply with all applicable laws and agrees not to take any action that would compromise the security or viability of this Website. The Company may terminate User’s access to this Website at any time for any reason. The terms hereunder regarding Accuracy of Information and Third Party Rights shall survive termination.

Website Content and Copyright

This Website is the property of Counterpoint and is protected by international copyright law and conventions. We grant users the right to access and use the Website, so long as such use is for internal information purposes, and User does not alter, copy, disseminate, redistribute or republish any content or feature of this Website. User acknowledges that access to and use of this Website is subject to these TERMS OF USE and any expanded access or use must be approved in writing by the Company.
– Passwords are for user’s individual use
– Passwords may not be shared with others
– Users may not store documents in shared folders.
– Users may not redistribute documents to non-users unless otherwise stated in their contract terms.

Changes or Updates to the Website

The Company reserves the right to change, update or discontinue any aspect of this Website at any time without notice. Your continued use of the Website after any such change constitutes your agreement to these TERMS OF USE, as modified.
Accuracy of Information: While the information contained on this Website has been obtained from sources believed to be reliable, We disclaims all warranties as to the accuracy, completeness or adequacy of such information. User assumes sole responsibility for the use it makes of this Website to achieve his/her intended results.

Third Party Links: This Website may contain links to other third party websites, which are provided as additional resources for the convenience of Users. We do not endorse, sponsor or accept any responsibility for these third party websites, User agrees to direct any concerns relating to these third party websites to the relevant website administrator.

Cookies and Tracking

We may monitor how you use our Web sites. It is used solely for purposes of enabling us to provide you with a personalized Web site experience.
This data may also be used in the aggregate, to identify appropriate product offerings and subscription plans.
Cookies may be set in order to identify you and determine your access privileges. Cookies are simply identifiers. You have the ability to delete cookie files from your hard disk drive.