Indonesia’s Q3 2022 Smartphone Shipments Down 21% YoY on Macro Concerns; Good Q4 Seen

  • The <$250 price band took the hardest hit.
  • OPPO led the market followed closely by Samsung and vivo.
  • The $500-$699 price band grew 134%.
  • Online channel shipments increased 8% YoY in Q3 2022.
  • 5G smartphone shipments increased 42% YoY.

Jakarta, London, Boston, Toronto, New Delhi, Beijing, Taipei, Seoul – November 14, 2022

With macroeconomic conditions showing no signs of improvement, Indonesia’s smartphone shipments declined 21% YoY in Q3 2022, according to Counterpoint’s Monthly Indonesia Smartphone Channel Share Tracker. High smartphone demand in Q3 2021 after the lifting of COVID-19 lockdowns resulted in higher shipments which made this quarter look even worse.

OPPO managed to regain the top spot in Q3 2022 driven by its A16 model family, A57 series and Reno series. Aggressive marketing and models spread across price bands also contributed to the good show.

Major OEMs cut their shipments as inventory piled up. In the $150-$249 band, Samsung’s dominance weakened, thereby placing vivo and OPPO as the main OEMs with a combined share of 51%. The <$150 price band was led by OPPO and vivo with a 34% share. Infinix has increased its presence in this segment by introducing the Hot 12 series.

Source: Counterpoint Monthly Indonesia Channel Share Tracker, Q3 2022

Smartphones priced ≥$500 are unlikely to be affected by macroeconomic headwinds due to the consumer group’s capacity for discretionary expenditure. Therefore, OEMs have increased the options for this price band. OPPO with its Reno series once held the crown in the $500-$699 segment. In Q3 2022, Samsung and OPPO led the segment with a share of 63%.

Commenting on the price range dynamics, Senior Analyst Febriman Abdillah said, “The $500-$699 price segment can be an attractive market given its high growth in economically turbulent times. In Indonesia, OEMs are offering specifications like 8-12GB RAM, 256 ROM, 4000-6000mAh battery capacity and 5G capability. These in-demand specs can help in better targeting of consumers.” The OPPO Reno 8’s Portrait Expert mode claims enhancements in photography technology. realme’s GT Neo series has come up with a “speed” differentiator that improves smartphone gaming. Samsung’s Galaxy A73 5G was one of the top mid-range phones.

Smartphone online channels grew 8% YoY in Q3 2022 to reach 22% of overall shipments. Product availability is one of the key drivers that motivate consumers to visit online platforms. Aside from price promotions, cashbacks, free shipping and bonus points from e-finance providers, the opportunity to get the latest products through pre-order schemes is another attraction of the online channel. Among e-commerce players, Shopee maintained its top spot followed by Akulaku, Lazada, Tokopedia and Blibli.

In addition to marketplaces, OEMs have improved their own online channels, such as Xiaomi, OPPO, realme and Samsung’s online stores. Virtual shopping stores like Samsung Experience Store could be a leap in the application of technology in connecting products with consumers. Here, 5G-ready phones can provide a better virtual experience.

5G smartphone share reached 25% in Q3 2022, which is a bit slower than Indonesia’s Southeast Asian neighbors. 5G smartphone shipments grew 42% YoY. This growth mostly came from the $250-$349 price band as most smartphones in the higher price band were already 5G-ready. In the $250-$349 band, Samsung and vivo led the 5G growth with the Galaxy A33 series, M33 series and vivo Y75.


Entering Q4 2022, we expect progress in macroeconomic recovery, which may stir the smartphone market. Abdillah said, “There is optimism for a possible increase in demand for budget and mid-range smartphones during the shopping season. We may see further enhancements in specifications here for the new models. This may trigger demand by way of smartphone upgrades, especially when there is also a possibility of pent-up demand in Q4. The challenge will be how to attract consumers effectively. Consumers will have a wide choice of smartphone brands and models and will be more conscious of what features they need.”

Although the smartphone market declined in the last two quarters, there has been significant market movement towards online platforms. The smartphone ecosystem is getting better in terms of providing the latest and relevant product technology.


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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:

Febriman Abdillah



Glen Cardoza

Podcast: Online Channels Help SEA Beat COVID Blues, Attract OEMs

The South East Asia (SEA) smartphone market declined in the first half of 2020 due to COVID-19 lockdowns. But as the restrictions started to ease, OEMs were quick enough to focus on online channels to meet the pent-up demand. Online channels in Indonesia reached their highest point in Q4 2020, with brands like Xiaomi and realme leading online sales. Thailand’s smartphone market also saw online channels registering strong growth, leading to only a marginal overall annual decline.

With the pandemic, the market dynamics completely changed with Lazada leading the pack in the region and Shopee being the fastest-growing e-commerce platform. Smaller platforms like Bukalapak, Blibli, Akulaku and JD.ID also saw increased presence in the online space. But what were the key factors contributing to the growth? How are smartphone makers and e-commerce platforms working closely to meet consumer demand?

In the latest episode of ‘The Counterpoint Podcast’, host Maurice Klaehne is joined by Senior Research Analyst Glen Cardoza to talk about the dynamics of SEA smartphone market and growth of online channels. With COVID-19 causing disruptions in the supply chain, smartphone makers have been recalibrating and diversifying production to reduce overreliance on China. But what makes Vietnam an attractive option for smartphone makers to invest in? Glen shares some valuable insights on this topic and more.

Hit the play button to listen to the podcast

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Thailand Smartphone Shipments: Rocky 2020 Ends Flat But on a Bright Note

Boston, Toronto, London, New Delhi, Beijing, Taipei, Seoul – March 23, 2021

Thailand’s smartphone market normalized in the fourth quarter of 2020 to help bring a challenging and erratic year to a close just slightly off 2019 in terms of unit shipments. An unexpectedly strong Q3 which saw 27% YoY shipment growth driven by pent-up demand and online buying helped to offset a first half plagued by lockdowns and negative consumer sentiment.

According to Counterpoint Research’s Q4 2020 Channel Share Tracker, Thailand’s 2020 smartphone shipments declined only 2% annually to come in at just over 20m shipments. Especially strong performance from Realme, OPPO, vivo and Xiaomi during the second half helped carry the overall market, allowing it to stay almost flat for the year despite pandemic challenges.

Counterpoint Research Thailand Smartphone Shipment Share by Brand 2019 v 2020
Source: Counterpoint Research Q4 2020 Channel Share Tracker.

Along with the recovery we also saw distribution and product mix continue to shift. Online channels saw significant growth during the second half as consumers increasingly went online to buy their devices.

Glen Cardoza, Senior Analyst at Counterpoint Research, stated, “The jump to online is a trend we’re seeing across the region and something accelerated by the pandemic. Lazada continues to dominate in Thailand, but we’re seeing Shopee and smaller players gather strength, squeezing Lazada out of its majority to end the year at a combined 51% share of the Q4 online market.”

Cardoza also noted, “Realme was a standout, ending the year with both the highest online share of shipments and largest overall market share gains. Efforts in developing strong relationships with its online partners coupled with a feature-rich budget portfolio helped the two-year old vendor come out on top.”

Counterpoint Research Thailand Smartphone Shipment Online Share and Channels
Source: Counterpoint Research Q4 2020 Channel Share Tracker.

Across the broader market, feature sets continue to improve and underscore the significance of imaging. Consulting Director Charles Moon observed, “When we compared 2020’s 10 best-selling devices to the previous year’s, we saw big spec improvements coming from cameras, display sizes and memory capacity. Quad cams in 2020 accounted for well over a quarter of the top 10 shipments compared to only 10% in 2019.”

Improvements are coming as a package deal, according to Moon. “Along with the camera upgrades, there’s accompanying storage increases and bigger screens. Over one third of top-10 device shipments had 128GB storage capacity and screen sizes of 6.5” or above. We expect this trend to continue, driven by intense competition in the mid-end, and the introduction of ‘mid-budget’ 5G smartphones.”


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:

Charles Moon


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Indonesia Smartphone Market Declines For The First Time in Q3 2015

“Indonesia smartphone market declined 7% annually. Chinese brands now capture one-fifth of the total smartphone shipments”

According to the latest research from Counterpoint Research’s Market Monitor service for Q3 2015 (July-Sept), overall mobile phone market (smartphones + feature phones) in Indonesia declined 18% Y/Y and the smartphone segment shrunk by 7% Y/Y for the first time since the advent of smartphones in the country


Market Summary:

Vendor Highlights

  • Both the overall handset and smartphone segments in Indonesia underwent annual and sequential decline as local brands cleared off inventory coupled with a weaker consumer demand
  • Three in Five mobile handsets shipped during the quarter were smartphones during 3Q 2015.
  • Samsung reclaimed its pole position in the overall handset market from Evercoss with 19% market share in the overall handset and 27% in the smartphone segment. The growth in smartphone was due to healthy contribution of its mid-tier portfolio led by J-series.
  • Evercoss captured second spot in both overall and smartphone segment with a market share of 14% and 13% Evercoss’s shipments declined sequentially as the local king was in the process of refreshing its product portfolio and thus looking to scale up beyond the entry level devices moving into the holiday quarter
  • Microsoft on account of strong feature phone sales during the quarter remained among the top three mobile phone brands with a market share of 12%; feature phone models such as 105,215 and 130 were among the best sellers. However, its smartphone shipments declined sequentially
  • Smartfren, another local (operator) brand, captured fourth spot in the overall handset market and climbed to third spot in smartphone segment with a market share of 6% and 10% resp. The operator continues to ramp up its LTE offerings with five devices in its portfolio.
  • Advan was the fourth largest smartphone player in the country during the quarter capturing 8% share due to strong demand for its smartphones in the entry level segment with best sellers like S35H,S4P, S35 and others. It also captured fifth place in overall handset market rankings by capturing 6% market share.
  • Asus captured fifth spot among smartphone players in the country by capturing 7% market share during the quarter. The refreshed Zenfone series remained popular with Zenfone C among the top 3 bestselling models during the quarter.

Market Highlights

  • LTE ecosystem in Indonesia continue to grow with shipments crossing more than a million units for the second successive quarter.
  • Indonesia is a preferred market for the major smartphone brands beyond China & India in the APAC region, thus, attracting new entrants every quarter. Currently, more than 50 smartphone brands compete in the country, however, ample opportunity beckons for the brands to grow as the overall smartphone penetration is still a third of the total unique mobile phone user base.
  • Indonesia government is expected to clear its move on local sourcing by announcing the criteria’s supporting 30% local souring.
  • E-commerce contribution in smartphones sales increased during the quarter but is still low compared to that of India and now contributing close to 10% of all the smartphone shipments during the quarter. Lazada remains the number one e-commerce channel in the country.
  • The share of Chinese mobile handset vendors in the smartphone segment continues to increase capturing 21% of the total smartphone market as compared to 16% in previous quarter. Most of the share was captured by brands like Oppo, Lenovo, Xiaomi and Vivo.
  • Key smaller brands to watch out in coming quarters are Infocus, Wiko, Infinix, Coolpad and Meizu among others which can grab market share from local and other international players with aggressive pricing and attractive device lineup.

Indonesia Q3 2015 Monitor

The comprehensive and in-depth Q3 2015 Market Monitor for Indonesia and other countries globally is available for subscribing clients. Please feel free to reach out to us at for further questions regarding our in-depth latest research, insights or press enquiries.

The Market Monitor research is based on sell-in (shipments) estimates based on vendor’s quarterly results, vendor-polling triangulated with sell-through (sales), supply chain checks and secondary research.

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