• Colombia’s Q3 2023 shipments fell more than 13% YoY
• Samsung continues to lead in the country, with a 29% shipment share. 
• Apple surged 114% YoY, one of the biggest import growths in the country.

Buenos Aires, New Delhi, Hong Kong, Seoul, London, Beijing, San Diego – November 22, 2023 

Colombia’s smartphone shipments fell 13.5% YoY in Q3 2023, according to Counterpoint Research’s Q3 2023 Market Monitor service. Although the quarter’s shipment volumes are the year’s peak, it is far from recovery levels. All major OEMs in the country presented double-digit percentage declines in Q3 2023 compared with the year-ago period.

Commenting on the market dynamics, Principal Analyst Tina Lu said, “The depreciation of the Colombian peso and local inflation still pose challenges to importers whose costs are still at record highs. A low retail turnover and even lower traffic footprint have pulled a handbrake on OEMs looking for market expansion. Amid the turmoil, Chinese brands with deeper pockets are leveraging on this context by increasing their stake as they look for better sales in Q4 2023.”

Research Analyst Andres Silva added, “OPPO was a bright spot, as it presented a triple-digit percentage increment in the quarter, a clear signal that its strategy to focus on emerging markets is working. Motorola’s emphasis on the low-end segment allowed it to mitigate the decline to a single-digit figure and gain market share YoY. Samsung and Xiaomi reduced their imports considering cost control measures specifically on the low-end segment where its margins are most vulnerable.”

Colombia Smartphone Shipment Share (in %), Q3 2023

Q3 2023 Market Summary

• Samsung’s shipment volume fell 41% YoY as it focused more on flagships and affordable premium devices where customers are willing to absorb more price hikes. The South Korean brand is looking to upgrade its existing installed base by offering high trade-in values to replace its affordable premium devices.
• Xiaomi’s shipment volume fell 19% YoY. The company is still looking for a replacement for the success of the Redmi Note 11. A reduced number of importers is a lesson learned from last year’s inventory problem.
• Motorola has been picking up pace after falling to a yearly low in Q1 2023. Moreover, it only fell 6% YoY in Q3 2023. The brand has learned to avoid high inventory levels in the channels especially from its last problem in 2022.
• Apple’s shipment mixes of the new iPhone 15 with models of the best-selling Apple device in the country – the 11 series were more attractive to distributors than the year-ago period. Currently, the iPhone 11 has the highest discounts ever offered by the distributors.
• OPPO was all about expanding in the Colombian market by launching multiple devices, including the A78 4G and Reno 10 in July. Its shipment volume almost doubled YoY and continues to grow.
• ‘Others’ have grown significantly as they fill the vacuum left by the Galaxy A04 series. Brands currently tussling for this spot are TCL (+400% YoY) and HONOR.

Background

Counterpoint Technology Market Research is a global research firm specializing in products in the technology, media and telecom (TMT) 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

[email protected]

Andres Silva

[email protected]

Peter Richardson

[email protected]

Follow Counterpoint Research
[email protected]