Samsung Electronics Co., Ltd. Takes the No. 1 Spot in Indonesia's Smartphone Market, With a 33% Share Amid Market Contraction

【Jakarta, Indonesia—Correspondent Aulia Maulida Hamdani】Samsung Electronics Co., Ltd. ranked first in the third quarter of this year, with a 33% market share, even as shipments across Indonesia's overall smartphone market plunged 43% year on year.
According to local media on the 13th, market research firm Counterpoint Research announced the findings at the Indonesia Gadget Awards 2026, held on the 12th. Indonesia's smartphone market continued to decline for a third consecutive quarter amid a global memory supply shortage.
Samsung Electronics Co., Ltd.'s market share rose from about 21% in the third quarter last year to 33% this year. Xiaomi ranked second with 21%, followed by Oppo in third place with 16%; Infinix (11%) and Vivo (8%) came next. Vivo saw the steepest drop in shipments, at 67%, followed by Oppo at 64%, Infinix at 51%, and Xiaomi at 33%. Samsung Electronics Co., Ltd.'s shipments fell by just 5%.
The memory supply shortage also affected the low-cost smartphone market. The market share of products priced below $150 (about 219,000 won) fell from 55% in the third quarter last year to 24% this year. By contrast, products priced at $150–$249 (about 219,000–364,000 won) grew from 22% to 33%. The shares of products priced at $350–$499 (about 511,000–729,000 won) and premium products priced at $700 or more (about 1,022,000 won or more) also rose to 16% and 10%, respectively.
An official at Counterpoint Research said, “Growing memory demand from AI data centers is increasing supply pressures on the smartphone industry. Rising prices for RAM and storage devices have made it difficult to find smartphones priced below 2 million rupiah (about 120,000 won).”
The assessment is that manufacturers are responding to rising component costs by focusing on midrange and premium products, where they can secure profitability. However, a rise in the market share of mid- to high-priced products does not mean that actual shipments have increased. That is because the overall market itself has shrunk significantly.
In the third quarter of this year, Indonesia's smartphone market struggled as shipments fell 43%. Against this backdrop, Samsung Electronics Co., Ltd. expanded its market share on the back of a relatively smaller decline in shipments, taking the top spot.
[email protected] Correspondent Aulia Maulida Hamdani Reporter