Oppo led Southeast Asian smartphone market in 2024

According to Canalys, Oppo has for the first time outsold all of its competitors in Southeast Asia in 2024. The brand shipped 16.9 million units in the region for an 18% share of the pie. Its annual growth was 14%.

Oppo is followed by Samsung with 16.6 million shipments and 17% market share, and Samsung's shipments fell 9% compared to 2023. Next, Transsion and Xiaomi are tied at 15.5 million shipments and 16% market share each, but while Transsion grew 41%, Xiaomi only grew 26%.

The last of the top five is vivo with 12.3 million shipments, a 14% market share, and a 14% improvement in shipments compared to 2023. The market as a whole reached 96.7 million smartphones shipped, which is 11% more than in 2023.

If we look at just the fourth quarter of 2024, then Transsion takes the lead with 4.1 million shipments and 17% share, growing 4% compared to Q4 2023.

It's followed by Oppo with 3.9 million shipments, 16% of the pie, and 9% growth, then Xiaomi with 3.8 million shipments, 16% share, and 5% growth. Samsung is in fourth with 3.6 million shipments, 15% market share, and a 15% dip in shipments year-on-year, while vivo is in fifth with 3.5 million devices shipped, 14% of the pie, and a 10% YoY growth.

Canalys says the Oppo A18 was the best selling model across the region last year, and the A3x helped drive Oppo's sales as well. On the other hand, while Samsung's shipments have dropped, its average selling price has increased by 14% from $285 in Q4 2023 to $326 in Q4 2024, so it's selling less phones but more expensive ones.

Oppo A18

Oppo A3x

Source