Samsung Regains SEA Smartphone Top Spot With 23% Share

Hong Kong, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – December 8, 2021

Southeast Asia saw an 11% YoY dip in its smartphone shipments in Q3 2021, according to Counterpoint’s Global Smartphone Channel Share Tracker. With markets beginning to reopen towards the end of the third quarter, Samsung was able to increase its shipments by shifting products quickly from its manufacturing facilities in Vietnam to stakeholders further down the channel. But other OEMs found it tough to tackle the ongoing component shortages and, overall, both offline and online channels faced low supplies. All this helped Samsung recapture the top spot with a 23% share in the key SEA countries.

In Q3 2021, the region was hit hard by a fresh COVID-19 wave which led to a very restrictive economic environment. While the industrial sector was focused on production and technological advancements, consumers were hit hard by extended lockdowns and other restrictions, resulting in a reduced purchase of non-essential items.



Smartphone Shipments in Key Southeast Asian Markets Q3 2020 vs Q3 2021

Source: Counterpoint Research Southeast Asia Channel Share Tracker

Samsung’s A series performed well along with its more premium Galaxy S21 range and Flip 3 models. OPPO (19% share) and vivo (16% share) tried to sustain shipments despite the crunch. Xiaomi was among the OEMs which suffered a bit more than others. As Samsung and the Chinese giants battled for market supremacy, top OEMs continued to gain share even from the long-tail brands in these countries.

Top OEMs Market Share in Key Southeast Asian Countries Q3 2020 vs Q3 2021

Source: Counterpoint Research Southeast Asia Channel Share Tracker

Even as consumers were trying to acclimatize to the restrictive social and economic environment, there were changes in smartphone purchase dynamics as well. Commenting on the changing preferences in the region, Senior Analyst Glen Cardoza said, “The online and 5G portions of the shipments have been growing for some time now, but there are other factors shaping the SEA smartphone market as well. Shipment volumes are changing with respect to specifications like display size, display type, battery capacity and NAND capability. Our Southeast Asia Smartphone Channel Tracker has been highlighting these changing trends and more. These changes indicate a certain maturity in the region’s consumers’ buying behavior. Two factors are important here:

  1. Availability of higher-end features in mid-tier smartphones.
  2. Ongoing digital transformation, which is making the smartphone a much more essential commodity.”

While OEMs and telecom operators continue to target the market with products and promotions, the consumers’ buying sentiment will depend on macro-economic factors like the job market, disposable income levels, city migration and the restart of tourism. Q4 2021 is most likely to bring healthy volumes for the region’s countries. Consumers who have waited and curtailed their purchases will actively start buying again based on the offers available across channels.


Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.

Analyst Contacts:

Glen Cardoza

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.

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.