Samsung Electronics ranked first in market share in the smartphone markets of Latin America, the Middle East, and Southeast Asia in the first quarter of this year. Despite the stagnation in global smartphone demand and increased component costs, Samsung has defended its position in emerging markets with its premium ‘Galaxy S26’ series and mid-range ‘Galaxy A’ series.
According to market research firm Omdia, Samsung shipped 12.9 million units in the Latin American smartphone market in the first quarter of 2026, securing a 37% market share, the highest quarterly share since the first quarter of 2023. The total Latin American market grew by 3% year-over-year to 34.8 million units.
In the Latin American market, the A series drove sales. Despite stable demand for premium products over $500, Samsung absorbed demand with a wide range of products at different price points.
In the Middle East, even though overall demand decreased, Samsung maintained its lead. The first quarter Middle East smartphone market shrank by 6% year-over-year to 11 million units due to weakening consumer sentiment, geopolitical uncertainty, and rising memory costs. Samsung recorded a 34% market share in this region.
In Southeast Asia, Samsung shipped 4.6 million units, achieving a 21% market share and securing the top spot. The total Southeast Asian market fell by 9% year-over-year to 21.6 million units.
A notable aspect is the price. The average selling price (ASP) of smartphones in Southeast Asia in the first quarter was $349, up 19% year-over-year. Despite the increased price burden, Samsung was noted as a company that increased its market share by continuing to invest in its brand and expand sales channels.
Industry experts believe that consumers are now considering not only price but also perceived value in aspects like battery, camera, display, durability, and after-sales service. As the smartphone replacement cycle lengthens and purchasing burdens increase, the preference for verified brands strengthens.
During a recent first-quarter earnings conference call, Samsung Electronics stated, “In the second quarter, we aim to achieve sales growth over last year by launching new A series models.”
Meanwhile, Samsung also ranked first in the global smartphone market as calculated by Omdia, with a market share of 22% in the first quarter of this year.