In the Latin American smartphone market, the year-by-year Q1 2025 decreased by 4%, ending the length of six quarters. Last year. During this period, Brazil showed a normal growth of 3%. Brazil is also the largest market in the sector, which accounts for 38% of total smartphone sales.
Mexico is the second largest market, with 22% shipment, but sales have dropped 18%. This sharp reduction is likely due to the growing competition in 2024, which pushed the invasive device renewal.
The Central America region is third, with sales decrease by %, while Colombia and Peru, fourth and fifth, respectively, experience declining sales.
When it comes to brands, Samsung mainly continues to get first place when posting a healthy 7% year-by-year-old growth, powered by its low-final models Dello. The same goes for Ziomi, with 10% more growth, again mainly due to its affordable Redmi lineup.
Motorola came in third place and the total sales fell 13%, while the honor reached fourth with 2% more shipment. On the contrary, Transz suffered the highest blow and fifth place, with a 38% reduction in sales. Analysts believe that this channel is due to increased competition and restructuring in inventory.
Looking forward, Canal Projects that will contract by 1% of the LATAM market in 2025 due to the increasing economic uncertainties and fear of tariffs. People are putting non-essential upgrades, expanding the upgrade cycle. As an emerging market, Latin America is influenced by geographical political and global economic headwinds. For example, the increasing tensions of USA-China can potentially stimulate economic instability and inflation in the area.
Nevertheless, vendors are also cautious. They have withdrawn on aggressive sales strategies and kept the inventory low during the Q1 2025, which also affected the market influence in the area.
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