Russia Online Smartphone Sales Grab Record 36% Share in Q1 2021

  • Samsung led in total smartphone sales while Xiaomi led in online channel share.
  • M.Video-Eldorado led among online platforms, followed by Svyaznoy and MTS.

London, San Diego, Buenos Aires, New Delhi, Hong Kong, Beijing, Seoul – June 9, 2021

Russia’s online smartphone sales reached their highest ever market share in Q1 2021 at 36%, according to the latest research from Counterpoint Research Model Sales Tracker. Russia is recovering from the second wave of COVID-19, which helped its smartphone market grow by 4% YoY in Q1 2021. The top three smartphone brands (Samsung, Xiaomi and Apple) held nearly 70% market share.

Commenting on brand performance, Research Analyst Soumen Mandal said, “Samsung maintained its leading position in the Russian smartphone market. It also improved its online share due to the strong performance of the Galaxy S21 series, Galaxy A51 and Galaxy A31 models. However, Samsung’s total smartphone sales decreased in Q1 2021 compared to Q4 2020. While Samsung managed to decrease its gap with Xiaomi in online sales, Xiaomi decreased its gap with Samsung in total smartphone sales during this quarter. Benefitting the most from Huawei’s dismal performance, Xiaomi increased its smartphone sales in Q1 2021 compared to Q4 2020. Apple’s smartphone sales increased 33% YoY as the iPhone 12 series was performing well even after a quarter of its launch. realme retained the fifth position in total smartphone sales. We expect a strong competition between realme and HONOR to take the fourth spot by the end of this year.”

Smartphone Market Share by OEMs in Russia Counterpoint Research

Mandal added, “Now, one out of five smartphones sold in Russia has 5G connectivity. Apple’s iPhone 12 series, Samsung’s newly launched Galaxy S21 series and Xiaomi’s Mi 10T were the top-selling 5G smartphones during this quarter. Among the Top 10 smartphone models sold, five were from Xiaomi, three from Apple and two were from Samsung. In the Top 10 list of smartphone models in terms of revenue, five were from Samsung, four from Apple and one was from Xiaomi. In terms of brands, Apple is ruling the market in revenues, followed by Samsung and Xiaomi. Apple and Samsung hold more than 70% share of the market in terms of revenue.”

Commenting on the market dynamics, Director Tarun Pathak said, “In Russia’s smartphone market, more than 20% of the smartphones are selling in the $150-$250 price band. However, the ASP (average selling price) of smartphones increased by 47% YoY to reach $307 in this quarter. The increasing sales of 5G smartphones and flagship models are driving the ASP rise. Smartphone sales in the $600 and above price band grew by more than 150% YoY in Q1 2021. Attractive trade-in offers supported by both online platforms and banking organizations are helping Russian consumers upgrade their devices.”

Smartphone Channel Share in Russia in Q1 2021 Counterpoint Research

Pathak added, “M.Video-Eldorado further increased its share in Russia’s online smartphone market in Q1 2021 compared to Q4 2020 and retained its top position among online smartphone platforms. Svyaznoy and MTS held second and third positions respectively. However, they both lost market share compared to Q4 2020. Beeline was another online platform which experienced noticeable growth in Q1 2021. Samsung upgrade program, Galaxy Buds as a gift with the Galaxy S21 series flagship model purchase, and a smartphone exchange offer helped Beeline increase share.”


Our detailed report Russia Handset and Channel Share Analysis, Q1 2021’ is available for subscribing clients.

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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.

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Soumen Mandal
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Tarun Pathak
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