Smartphone sales in Latin America took a hit in the first quarter of 2025. According to Canalys, a market research firm, sales dropped 4% to 33.7 million units. This ends a six-quarter streak of growing sales.
Brazil is the biggest market in Latin America. It saw sales rise 3% and now accounts for 38% of all sales in the region. Mexico, the second-largest market, had a rough quarter. Sales plunged 18% due to intense competition.
Samsung is still the top dog in Latin America. It sold 11.9 million smartphones, up 7% from last year. That’s 35% of the market. Xiaomi came in second, selling 5.9 million units, up 10%. Motorola took a tumble, selling 5.2 million, down 13%. Honor and Transsion rounded out the top five.
Transsion, a Chinese brand, focuses on Latin America and Africa. It has several sub-brands that cater to local tastes. Tecno is for mid-range users who want good cameras and tech. Infinix is for young folks who want stylish phones. Itel is for budget-conscious buyers who want durability and reliability.
Canalys thinks the Latin American market will shrink 1% in the second quarter. Economic uncertainty and US trade tariffs are making consumers hesitant to buy new phones. They’re opting to make their current devices last longer instead.
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