Indonesia’s smartphone shipments declined 7% YoY in Q2 2025 hurt by weaker demand and economic uncertainties, according to Counterpoint's Monthly Indonesia Smartphone Tracker. Most smartphone brands in the country witnessed shipment declines in Q2 2025, apart from Samsung and Xiaomi, which grew 20% YoY and 10% YoY, respectively, helping limit further declines in the national numbers.

Commenting on the market dynamics, Research Associate Ridwan Kusuma said, “The festive season demand was weaker than in previous years, weighed down by cautious consumer spending amid economic uncertainty. Consumer demand remained concentrated in the entry-level segment (<$150), which grew 3% YoY, while shipments in the mid- and premium tiers declined sharply. Government initiatives to stimulate consumption through incentives were primarily directed at essential needs and were unable to lift the smartphone market.

Indonesia Smartphone Shipments Market Share, Q2 2024 vs Q2 2025

Source: Counterpoint Monthly Indonesia Tracker, 2025 Note: Values may not add to 100% due to rounding

Samsung’s shipments rose 20% YoY in Q2 2025, the highest percentage gain among the country’s top brands. This helped it rank a close second to Xiaomi. Samsung’s focus on 5G across the A series combined with strong marketing efforts increased trade-in awareness and attractive installment options helped it gain share.

Xiaomi captured a 21% market share, maintaining the top spot for the second consecutive quarter, as it continued to expand its offline retail coverage and broaden its product portfolio. The latest Xiaomi 15 Series and Pocophone F7 Series included new variants this year, each featuring better performance and larger batteries, which contributed to the brand’s overall growth. Xiaomi maintained its leadership in entry-level devices while steadily growing its presence in the mid-range and premium segments, supported by competitive pricing and consistent promotions.

OPPO and vivo tumbled 14% YoY and 29% YoY, respectively, as they shifted their strategy to concentrate on higher price tiers. However, the lack of launches in the entry-tier segment and a decline in demand in higher price bands led to their decline during the quarter.

In Q2 2025, Indonesia’s 5G smartphone contribution climbed to a record high, accounting for 35% of total shipments. This growth was largely driven by the introduction of more affordable models in the sub-$150 price band, which alone accounted for 13% of the overall market. The government also pushed telecom company XLSmart to build 8,500 Base Transceiver Stations (BTS), while Telkomsel continued expanding its 5G coverage by constructing 112 new BTS.

Commenting on the market outlook, Senior Research Analyst Shilpi Jain said, “Indonesia’s macroeconomic situation in H2 2025 has started to show signs of improved confidence, with the government claiming that the Trump tariffs have been resolved positively and more incentives are now being distributed. We expect the situation to improve through the year, and Indonesia’s smartphone market is expected to grow in H2 2025.”

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