Narrative: Global Smartphone Microvendor Vendor Share: Q2 2025

Discover how microvendors are reshaping regional markets—our Q2 2025 analysis reveals growth pockets and consolidation trends in the global smartphone landscape.

A huge number of second-tier MICROVENDORS were playing a meaningful role in the global smartphone market. However, industry consolidation is underway and major players are taking more shares from small vendors recent years. The "top 30+" vendors worldwide, like Samsung, together increased 4% YoY in Q2 2025; in contrast, the next "top 100+" microvendors combined posted 5% annual decline. All microvendors together made up 2% of global smartphone volumes during Q2 2025, slightly improved from one year ago. Microvendors, like DOOGEE in Africa, Nothing and Lava in India, and Ulefone in Europe are growing faster than average.