Samsung Electronics secured the No. 1 market share in Latin America, the Middle East, and Southeast Asia in the first quarter of this year despite headwinds such as slowing global smartphone demand and rising memory costs.
According to market research firm Omdia on the 25th, Samsung Electronics cemented its top global position with a 22% share of the worldwide smartphone market in the first quarter of 2026. The solid early success of the Galaxy S26 series and the two-track strategy led by the value-for-money Galaxy A series dovetailed for this result.
Growth in the Latin American market was particularly notable. The Latin American smartphone market in the first quarter reached 34.8 million units, up 3% from a year earlier. Samsung Electronics shipped 12.9 million units, leading with a 37% share. Shipments rose 9% year over year, and the share was the highest since the first quarter of 2023.
In Latin America, the A series drove results. Omdia said, "While premium demand remained solid in the $500-and-above segment, Samsung Electronics effectively addressed market needs with a product portfolio spanning a wide range of price points."
Samsung Electronics also maintained the lead in the Middle East with a 34% share in the first quarter. The Middle Eastern smartphone market in the first quarter recorded shipments of 11 million units, down 6% from a year earlier.
In the Middle East, overall demand declined despite pre-Ramadan inventory securing and new product launches, as weakening consumer sentiment, geopolitical uncertainty, and rising memory expense converged. Even so, Samsung Electronics was found to have retained the top spot on the back of the Galaxy S26 series and the A series released in a wide lineup.
Samsung Electronics kept the crown in Southeast Asia as well, where inflation pushed the average selling price (ASP) of smartphones up a sharp 19% year over year to $349. The Southeast Asian market in the first quarter stood at 21.6 million units, down 9% from a year earlier, but Samsung Electronics shipped 4.6 million units to take No. 1 with a 21% share. Observers said the strategy of sustained brand investment and expansion of distribution channels paid off despite steep pricing pressure.
The industry sees consumers paying more attention to products from proven brands that offer premium experiences and after-sales service as memory prices rise and macroeconomic uncertainty persists. Omdia's Latin America analysis likewise noted that perceived value—such as durability and after-sales service—along with battery, camera, and display performance is a key factor in market competition.
Meanwhile, Samsung Electronics said during its recent first-quarter earnings conference call, "In the second quarter, we will continue to drive year-over-year revenue growth through launches such as the new Galaxy A series," signaling further offensive moves in the budget segment.