LATAM Smartphone Shipments up 9% YoY; Samsung Widens Lead to All-time High

  • LATAM smartphone shipments increased 9% YoY and 8% QoQ in Q2 2022.
  • Samsung led the market with 43.5% share, followed by Motorola with 19.6% share.

Buenos Aires, New Delhi, Hong Kong, Seoul, London, Beijing, San Diego – August 16, 2022

Latin America’s (or LATAM’s) smartphone shipments increased 9% YoY and 8% QoQ in Q2 2022, according to the latest data from Counterpoint Research’s Market Monitor service. The growth came despite the regional economic crises and weak global smartphone shipments. Argentina led the region with 32% YoY growth, followed by Mexico and Colombia. Samsung’s shipments and market share reached all-time highs during the quarter.

Commenting on the market dynamics, Principal Analyst Tina Lu said, “Samsung, Xiaomi and Apple’s shipments grew YoY in the LATAM market. These brands managed to offset the loss registered by other brands in LATAM’s overall shipment numbers. But the shipments didn’t match consumer demand, resulting in a record-high inventory, especially for Samsung and to a lesser degree for Xiaomi.”

Lu added, “Inventory was especially high in the higher price bands. Shipments in the $250 and above price band more than doubled YoY. The economic crisis did not allow the consumer demand to be as high as the OEMs’ expectations. Furthermore, in terms of product rotation, many retailers and operators were offering longer payment terms of up to 24 installments. 5G is still not widely demanded in the region. Most 5G devices are from the high-end segment.”

Research Analyst Andres Silva said, “Q2 is usually the second biggest quarter of the year in terms of seasonality as it includes Mother’s Day and Father’s Day in most markets. Both these festivals see key promotional sales. This year too, OEMs had promotions to offer, like Xiaomi had the ‘Xiaomi Day’, where most models had double-digit discounts. Colombia also had the “Dia sin IVA”, a VAT (value-added tax)-free day. Although it was only for one day, it accelerated the market to some extent”.

Top Smartphone OEMs’ Market Share in Latin America, Q2 2021 vs Q2 2022

Source: Counterpoint Research Q2 2022 Market Monitor

Q2 2022 Market Summary

  • Samsung was one of the few OEMs that were able to resolve or significantly improve the supply chain issue. This drove a massive surge in volume in both YoY and QoQ terms.
  • Samsung’s shipments and share in Q2 2022 were at all-time highs. The brand saw strong shipments but softer sell-through, resulting in high inventory, especially in the mid-high- and high-price segments.
  • Supply shortages impacted Motorola’s shipments for most of Q1 2022. Starting Q2, it increased shipments and launched low-price models in the region, which led to higher sell-through despite the slower consumer demand.
  • Xiaomi continued to grow YoY and QoQ. Very aggressive pricing for the Note series, specifically the Redmi Note 11 model, led to this growth.
  • Xiaomi’s sub-brand Redmi grabbed 91% of its volume in the region. Redmi has been very aggressive in dropping the price of its Note series to compensate for the absence of the A series.
  • OPPO saw a shipment volume decline, but the brand improved its position in the region. Most of its volume is still concentrated in Mexico.
  • OPPO is pushing to increase its participation in the affordable premium segment ($300-$500). It has launched the Reno 7 model in the region but is facing fierce competition from established OEMs. The brand is intensifying marketing, particularly at the sales point.
  • Apple grew YoY driven by the iPhone 11 model and Apple Store and premium resellers partnering with banks to offer installment payments.
  • Apple’s volume and share in the region continued to grow. Its older 4G model iPhone 11 drove the growth. Brazil, Chile and Mexico led in volume terms.
  • The “Others” category continued to decline YoY, affected by larger OEMs’ aggressive promotions and bundling.



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:

Tina Lu


Andres Silva



Peter Richardson

Follow Counterpoint Research       

Component Shortages Hit LATAM Smartphone Market Growth in Q3 2021

  • LATAM’s smartphone market saw 0.7% YoY and 3.1% QoQ growth in Q3 2021.
  • Motorola’s share increased 3.4% points while Samsung’s share decreased 9.7% points.

Buenos Aires, New Delhi, Hong Kong, Seoul, London, Beijing, San Diego – November 29, 2021

The LATAM smartphone market is heating up with the arrival of more players. In the last year, at least five new brands entered the region. Despite this, the market grew only 0.7% YoY and 3.1% QoQ in Q3 2021, impacted by the ongoing component shortages.

Commenting on the market dynamics, Principal Analyst Tina Lu said: “For the past two or three years, LATAM has been a highly concentrated market. New brands entering the market are driving this concentration down a few points. A more open market benefits a consumer by providing more choices at competitive prices. This trend will most likely continue as an increasing number of brands see growth prospects in LATAM. The Brazilian and Argentinian markets are the least open in the region, as they require local manufacturing. Therefore, Brazil’s market was the most affected by the component shortages that impacted the smartphone manufacturing/assembling industry in Q2 2021 and further deepened in Q3 2021.”

Lu added, “Samsung’s shipments were impacted by Brazil and Vietnam factory woes. As a result, its market share reached the lowest in the previous seven quarters. Samsung continued to be the leader in the region, but this volume drop allowed its closest competitor Motorola to narrow the gap. Motorola is improving its product availability in the region. It continued to lead the Mexican market while improving its position in Argentina and Brazil.”

Counterpoint Research LATAM smartphone market share Q3 2021
Source: Counterpoint Research Market Monitor, Q3 2021

Commenting on brand performance, Research Analyst Andres Silva said, “OPPO managed to outsell Apple in Q3 2021 to become one of the five top-selling brands in the region. This is the first time that this Chinese OEM, which re-entered LATAM last year, is in the region’s bestseller chart. The brand saw rapid growth in Mexico. OPPO is growing beyond the Mexican market, but it needs to build the branding in these markets, which is more challenging compared to Mexico.”

Market Summary

  • Samsung dropped almost 10% points in its LATAM share. Its volume decreased in almost every major country in the region except for Argentina and Peru.
  • Brazil, Mexico, and Argentina were the biggest markets for Samsung in terms of sales volume.
  • Motorola led the Mexican market and was a strong second in Argentina and Brazil. In all the other LATAM countries, its second position was challenged by Xiaomi.
  • Xiaomi’s shipments almost doubled YoY. However, its volume dropped compared to the previous quarter. This was the first quarter in the last three years (except the COVID-19-hit Q2 2020) that this Chinese brand saw a QoQ drop.
  • Xiaomi wants to position itself as the leading 5G brand in LATAM. It launched the Redmi Note 10 5G during the quarter with very aggressive pricing.
  • Xiaomi is a close leader in Colombia and a strong second player in Chile and Peru. It is focusing on becoming the leader in these three countries.
  • ZTE almost doubled its volume YoY. Mexico is its biggest market. It is also focusing on growing in Colombia and Peru in the operator channel.
  • OPPO continued to stay aggressive in Mexico. It has now expanded to Colombia. But here OPPO will have to work on its brand recognition, so it might take longer to make an impact.
  • Apple’s volume decreased due to seasonality. The iPhone 13 was launched in most of LATAM in October. On the other hand, there were reports of the iPhone 12 facing big shortages.
  • vivo is aggressively expanding its presence in the region. It is now growing beyond Colombia and Mexico and has officially entered Chile. But it still needs to build its branding in the region.
  • The “others” category, especially the “Local Kings”, was impacted once again by the ongoing component shortages.


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:

Tina Lu

Andres Silva

Peter Richardson

Follow Counterpoint Research


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