According to TechSci Research report, “Vietnam Smartphone Market – By Region, Competition Forecast Opportunities, 2031F”, Vietnam Smartphone Market was valued at USD 6.71 Billion in 2025 and is expected to reach USD 11.50 Billion by 2031 with a CAGR of 9.4% during the forecast period. The Vietnam smartphone market is experiencing robust momentum, propelled by rapid urbanization, rising consumer aspirations, and expanding digital infrastructure. With increasing access to affordable 4G and the rollout of 5G in major cities, connectivity is no longer a barrier for most users, paving the way for smartphone upgrades across income brackets. A growing appetite for digital content—ranging from e-learning and mobile banking to social media and e-commerce—is compelling both first-time buyers and existing users to invest in feature-rich smartphones. Notably, Vietnam’s youthful demographic, with a median age of around 32 years, plays a crucial role in sustaining demand, as this segment actively seeks new technology, entertainment, and productivity tools. The market is also seeing the proliferation of localized applications and digital services tailored to Vietnamese preferences, further embedding smartphones into daily life. This transformation is supported by improved financing options, such as zero-interest EMI plans and digital wallets, making smartphones more accessible than ever before.
However, the market also faces distinct challenges that could hinder its upward trajectory. One pressing concern is the growing lifecycle of smartphones, with users delaying upgrades due to satisfactory performance of existing devices. Additionally, while urban areas are nearly saturated, rural penetration still faces roadblocks such as limited brand presence, logistical constraints, and sporadic after-sales service. The ongoing fluctuation in global supply chains—especially in semiconductor availability—also disrupts inventory flow and pricing stability, affecting both manufacturers and retailers. Furthermore, brand loyalty remains relatively low in the mid- and low-end segments, intensifying price wars and compressing profit margins. Geopolitical and regulatory uncertainties, including taxes and import duties, further add to the cost pressures. As a result, while the Vietnam smartphone market holds immense potential, sustained success will depend on strategic localization, strong distribution networks, and innovation tailored to evolving consumer expectations across both urban and underserved markets.
Vietnam Smartphone Market Overview
Vietnam's smartphone market is one of the fastest-growing in Southeast Asia, driven by a young, tech-savvy population, rising disposable incomes, and increasing internet penetration. The country is both a major manufacturing hub (hosting factories of Samsung, Apple, and others) and a thriving consumer market.
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The Vietnam Smartphone market is segmented into operating system, display technology, sales channel and region.
Based on display technology, AMOLED is the fastest-growing segment due to increasing affordability, strong visual appeal, and its integration into mid-range models, enhancing user experience at a reasonable cost. AMOLED (Active Matrix Organic Light Emitting Diode) has gained popularity rapidly due to its superior color accuracy, deep blacks, better contrast, and energy efficiency. Initially reserved for flagship phones, AMOLED displays have become more accessible in mid-range smartphones, thanks to falling production costs and increased competition. Brands like Samsung, OnePlus, and Xiaomi now offer AMOLED screens even in their mid-tier models. Vietnamese consumers increasingly associate AMOLED with premium quality, enhancing its desirability among both tech enthusiasts and casual users.
Based on sales channel, online channels have seen tremendous growth, especially after the COVID-19 pandemic, which pushed consumers towards contactless shopping. E-commerce platforms like Shopee, Tiki, Lazada, and brand-exclusive websites offer competitive pricing, convenience, and promotional campaigns such as flash sales and zero-interest EMIs. Online platforms also facilitate detailed comparisons, consumer reviews, and easy returns, making them particularly attractive to digitally savvy consumers. Brands are now leveraging online first launches and influenced-driven digital marketing to tap into this growing channel.
Central Vietnam, encompassing cities such as Da Nang, Hue, and provinces like Quang Nam and Khanh Hoa, is emerging as the fastest-growing region in the Vietnamese smartphone market. While historically less developed than the North and South, this region has witnessed significant economic growth, urbanization, and digital penetration in recent years. Da Nang is developing into a smart city with a rising middle class and a growing tech-savvy youth population. Consumers here are increasingly adopting mid-range and affordable smartphones, especially through online platforms and multi-brand retail chains. Improved internet infrastructure, increasing mobile coverage, and government initiatives promoting digital inclusion are accelerating demand in rural and semi-urban pockets. Brands are targeting Central Vietnam with aggressive marketing campaigns and competitive pricing strategies to tap into this growth. As a result, while Central Vietnam still contributes a smaller market share, its growth trajectory is the steepest among all regions.
Market Trends (2023-2024)
5G Adoption:
Telecom operators (Viettel, Vinaphone, Mobifone) are expanding 5G networks, driving demand for 5G-enabled smartphones.
Mid-range 5G phones (Xiaomi, Realme) gaining traction.
Premiumization:
Rising demand for iPhones high-end Samsung models (Galaxy S/Flip/Fold series).
Affluent urban consumers upgrading for brand value features.
Localization E-Commerce Boom:
Brands like Xiaomi, OPPO partner with local retailers (Mobile World, FPT Shop).
Online sales surge (Shopee, Lazada, Tiki) with discounts financing options.
Sustainability Refurbished Phones:
Growing interest in refurbished/used phones (TheGioiDiDong, CellphoneS).
Eco-friendly initiatives (Samsung’s recycling programs).
Chinese Brands Expanding:
Xiaomi, Realme, and Tecno aggressively targeting budget-conscious buyers.
Major companies operating in Vietnam Smartphone market are:
- Samsung Vina Electronics Co Ltd
- Guangdong OPPO Mobile Telecommunications Corp., Ltd,
- Apple Inc
- Vivo Communication Technology Co Ltd
- Xiaomi Corp
- Huawei Technologies Vietnam Co Ltd
- LG Electronics Vietnam Co Ltd
- Microsoft Corp
- Sony Electronics Vietnam Ltd
- HTC Corp
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“In recent years, smartphone manufacturers are increasingly moving beyond standalone devices to offer integrated digital ecosystems. Brands like Samsung, Xiaomi, Oppo, and Apple are creating comprehensive ecosystems that link smartphones with other smart products such as smartwatches, wireless earbuds, smart TVs, home appliances, and IoT devices. This ecosystem approach encourages brand loyalty by offering seamless interconnectivity, uniform UI/UX experiences, and ecosystem-wide discounts or bundling options. For example, a user who owns a smartphone from a particular brand may be more likely to purchase the same brand’s earbuds or smartwatch for better compatibility. Vietnamese consumers, especially in urban and upper-middle-income segments, are responding positively to this convenience-focused strategy. This trend aligns with the broader digital lifestyle adoption in Vietnam and is likely to intensify as 5G, AIoT (AI + IoT), and cloud-based solutions become more embedded in daily life” said Mr. Karan Chechi, Research Director of TechSci Research, a research-based management consulting firm.
Vietnam Smartphone Market, By Operating System (Android, iOS, Others), By Display Technology (AMOLED, OLEO, LCD, Others), By Sales Channel (Supermarkets/Hypermarkets, Multi-Brand Stores, Exclusive Stores, Online, Others), By Region, Competition, Forecast Opportunities,2021-2031F”, has evaluated the future growth potential of Vietnam Smartphone market and provides statistics information on market size, structure and future market growth. The report intends to provide cutting-edge market intelligence and help decision makers take sound investment decisions. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges, and opportunities in the Vietnam Smartphone market.
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