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Overview:

The share of online sales is rising within smartphones. Overall expenditure on consumer goods has slowed recently, however, the share of online spending has seen a spike. The change from PC centric online shopping to smartphone online shopping is one reason but the COVID-19 Global pandemic has directly affected online growth by stimulating the ‘untact economy’.

Smartphones were no exception in the first quarter this year. Online smartphone sales were a mere 14% in the US last year but it rose to 17% in the first quarter of this year. This was the same in China as online sales rose to 30% in the first quarter compared to the 25% of last year. Online sales accounted for about 20 percent of global handset sales in 2019. We believe this will go up to 23% this year.

In line with the growth of the online market, Chinese smartphone OEMs have taken a strategic approach to tap into this growth. In the case of Xiaomi, the focus has been on online-centric sales channels from the start, and some OEMs have launched sub-brands that specialized with online channels. Some of these brands are Oppo's Realme and Huawei's Honor.

This report provides a forecast of the global online smartphone market up to 2024. It also provides market share of different brands within online channels across the markets of US, China and India.

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