Magpie Reveals Tokopedia Top Mobile Device Brand in 2024

Indonesia's mobile phone and tablet market on Tokopedia showed strong performance in 2024, with total sales reaching $871.3 million across all brands, according to Magpie market intelligence data. The results reveal a competitive landscape dominated by premium international brands alongside strong local players.

Market Leadership

Apple established a commanding lead in the Tokopedia mobile device market , generating $434.8 million in sales - representing over 50% of total market value. This dominance reflects Tokopedia users' appetite for premium mobile devices and tablets, particularly iPhones and iPads.

Samsung secured the second position with $181.8 million in sales, maintaining its strong presence as a leading Android manufacturer. The South Korean giant's diverse product portfolio, from budget-friendly to flagship devices, continues to resonate with Indonesian consumers.

Xiaomi rounded out the top three with $132.9 million in sales, reinforcing its position as a value-driven brand offering high-specification devices at competitive price points.

Mid-Market Competition

The middle tier of the market showed intense competition among several brands, according to the Magpie data:

• Infinix achieved $38.6 million, demonstrating the growing popularity of this emerging brand focused on youth-oriented features
• Vivo generated $25.5 million, maintaining its strong presence in the selfie-camera focused segment
• Oppo contributed $14.2 million, continuing its focus on camera technology and design
• Itel reached $13.0 million, representing the budget-conscious segment

Technology Giants and Emerging Players

Several established technology companies showed notable performance:

• Asus recorded $7.7 million, likely driven by gaming phones and tablets
• Huawei achieved $7.3 million despite ongoing market challenges
• Realme generated $7.2 million, continuing its aggressive expansion in Southeast Asia

Emerging brands also made their mark, with Tecno contributing $4.1 million, targeting the budget-conscious segment with feature-rich devices.

Traditional Brands Adapt

Established technology companies showed their ability to compete in the mobile space:

• Sony achieved $1.1 million, primarily through specialized devices
• Google recorded $622,520, likely from Pixel devices and tablets
• Lenovo contributed $611,101 through its mobile and tablet offerings
• ZTE generated $751,797, maintaining a niche presence

Market Insights

The Magpie data reveals several key trends in Tokopedia mobile device market:

1. Premium Preference: Apple's dominant 50%+ market share indicates Tokopedia users' willingness to invest in premium devices
2. Brand Diversity: The presence of 15+ brands suggests a mature, competitive market with options across all price segments
3. Chinese Brand Strength: Strong performance from Xiaomi, Vivo, Oppo, and emerging players like Infinix and Realme reflects the success of Chinese manufacturers in Indonesia
4. Local Adoption: The variety of brands available on Tokopedia demonstrates the platform's role as a key channel for mobile device distribution

Platform Significance

Tokopedia's role as a major e-commerce platform in Indonesia makes these Magpie intelligence figures particularly significant for understanding consumer preferences. The platform's reach across urban and rural areas provides insights into nationwide mobile device adoption patterns.

The total market value of $871.3 million represents substantial economic activity in the mobile device sector, highlighting both the platform's importance and Indonesian consumers' strong demand for mobile technology.

This data positions Tokopedia as a crucial market for mobile device manufacturers in Indonesia, with clear opportunities across premium, mid-range, and budget segments. The competitive landscape suggests continued innovation and aggressive pricing strategies will be essential for brands seeking to gain market share in this dynamic market.

Source: Magpie Market Intelligence Data