Comeback kid Xiaomi sold the most phones in SEA, four years after its last chart-topper
The last time Xiaomi had the top spot in Southeast Asia was in Q2 2021, exactly four years before it topped the charts again.
Canalys has published the Q2 2025 market share of phones sold in Southeast Asia, which includes all the popular brands we’re familiar with: Xiaomi, Samsung, OPPO, Vivo, Realme, Honor, Transsion, and even Apple’s iPhones.
Q2 2025 market share.
According to the shipment volume tracker by Canalys, these are the total numbers across Cambodia, Indonesia, Laos, Malaysia, Myanmar, The Philippines, Singapore, Thailand, and Vietnam:
- Xiaomi shipped 4.7 million units in the quarter, getting 19% of the market share and coming in first place with the help of Redmi phones
- Transsion took second place with 18% (4.5 million units)
- Samsung came in third place, at 4.3 million units sold that quarter, but saw an increase in shipment for 5G-capable, Galaxy A-series models in Vietnam and Singapore (Galaxy A06 5G and Galaxy A16 5G)
- OPPO (not including OnePlus) had 14% market share with 3.5 million units, which is 19% lower than last year’s Q2
- Vivo came in 5th place, with 2.8 million units, but it’s lower than last year’s Q2 by 21%
- Honor gets a special mention as it managed to sell 1 million units the same quarter, even though it only had 5% market share, because it’s 121% more than last Q2
Per-market rankings of phone brands.
The last time Xiaomi topped the SEA charts was in Q2 2021, which was four years ago. However, it’s worth noting that Xiaomi’s sales numbers includes Poco phones, while OPPO’s one doesn’t include OnePlus.
“The ongoing US–China trade tensions are creating significant knock-on effects, as vendors realign supply chains away from China to prioritize shipments for the US. This inevitably impacts production and stock allocation from manufacturing hubs such as China and Vietnam to both Southeast Asia and the US, disrupting inventory planning and constraining product availability. At the same time, currency volatility, particularly a weakened US dollar, is influencing local purchasing power and retail pricing, forcing vendors to adjust prices or promotions to remain competitive,” said Research Manager Le Xuan Chiew at Canalys, part of Omdia.
As shared by Canalys, other factors that affect phone sales in Q2 2025 include the proliferation of TikTok Shop and its relationship with electronic brands, as well as major e-commerce sellers (including Shopee and Lazada) supporting these phone brands with discounts, subsidies, and advertising spend, especially in an increasingly competitive landscape.
Source: Canalys