Brazil smartphone market shrinks 11% in first half of 2026

The Brazilian smartphone market experienced an 11% contraction in the first half of 2026, according to Counterpoint Research. This decline is attributed to rising memory prices, reduced national production, and slowing sales. While the overall market is shrinking, Samsung and Motorola maintain a dominant position, holding 42% and 31% of the market share respectively.

In contrast to the general market downturn, the brand JOVI (vivo Mobile) reported a 60% increase in sales within Brazil's Northeast region between 2025 and 2026. This growth was driven by expansion into interior markets in Paraíba, Pernambuco, and Bahia, supported by physical retail presence and partnerships such as with Armazém Paraíba.

Other market players saw varying results: Motorola grew by 1% year-over-year, aided by FIFA World Cup 2026 partnerships, while Xiaomi saw a 34% decline. The collective market share of Chinese brands, including JOVI, HONOR, OPPO, and realme, fell from 26% in early 2025 to 20% in the first half of 2026.