Consumer electronics in 2025: The big picture
Consumer electronics in Argentina is set to record positive retail volume growth in 2025. However, consumer behaviour is being heavily influenced by overall economic activity and soaring inflation.
2025 key trends
In Argentina's consumer electronics, leading brands are increasingly focusing their business strategies on ecosystem development. This approach prioritises the seamless interconnection of devices within a brand, allowing consumers to access shared apps, transfer data, and sync functionalities between smartphones, wearables, TVs, and other electronics. As consumers begin to prefer product compatibility and convenience, having a unified ecosystem will become a key competitive advantage.
Competitive landscape
In 2025, Samsung Electronics Argentina SA remains the leading player in Argentina’s consumer electronics. Samsung is set to increase its share during the year, maintaining a leading position in monitors and smart wearables. Despite recent share losses in smartphones to Motorola, and in televisions to Philips and Noblex, Samsung continues to be the top brand overall. Additionally, Samsung's re-entry into the laptop segment in 2023 is yielding results, with the brand securing a sufficient share in the category.
Channel developments
In 2025, appliances and electronics specialists remain the most popular distribution channel for consumer electronics in Argentina, increasing its share to become the most dynamic channel overall. These brick-and-mortar specialist stores continue to be preferred by certain consumer segments, especially older shoppers who value personalised service and may mistrust product descriptions on retail ecommerce platforms. These physical outlets are also crucial for lower-income consumers who lack access to traditional financial services and rely on in-store credit offered by retailers. However, some retailers choose not to allocate retail space to slower-moving or bulky products. For example, Samsung’s flagship store at the busy intersection of Avenida Santa Fe and Avenida Callao in Buenos Aires does not display televisions, preferring instead to focus on smaller, faster-moving devices such as smartphones and wearables.
What next for consumer electronics?
Consumer electronics in Argentina is expected to post growth in both volume and value terms over the forecast period. This positive trajectory is primarily underpinned by an ongoing economic recovery, which began to show early signs of improvement in 2025, albeit not yet firmly consolidated. A stabilising macroeconomic environment, marked by GDP growth and the deceleration of inflation, will play a central role in boosting consumers’ disposable income and stimulating demand across electronics categories. Furthermore, inflation control will significantly enhance purchasing power.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Argentina with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in Argentina, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Argentina report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in Argentina?
- Which are the leading brands in Argentina?
- How are products distributed in Argentina?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in Argentina
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Argentina
KEY DATA FINDINGS
Economic turmoil and import recovery shapes computers and peripherals in Argentina
Hewlett-Packard Argentina SRL leads while second-placed Lenovo SA records strong growth
Specialist retailers dominate sales of computer and peripherals while retail e-commerce gains ground
Laptop growth is not set to be strong enough to offset an overall decline
Continuous ink system printers gain ground in Argentina as laser models lose share
Portability trends and gaming innovation will drive a shift from desktops to laptops
In-Car Entertainment in Argentina
KEY DATA FINDINGS
All categories record a decline as substitutes and economic pressures impact sales
Movilson leads in-car entertainment despite rising competition from Garmin and low-cost Imports
Retail e-commerce increases its share within in-car entertainment
In-car entertainment is set for continued decline amid the rise of portable substitutes
Screenless dash media players may find opportunities in low-income segments
Sales of GPS devices are set to become negligible as smartphone navigation dominates
Home Audio and Cinema in Argentina
KEY DATA FINDINGS
Home audio and cinema struggles as portability and economic pressures drive a decline
Philips Argentina SA maintains its lead in home audio and cinema despite intensifying competition
Appliances and electronics specialists remain the most popular distribution channel
Home audio and cinema sales are set to decline despite economic recovery
Streaming services will have a mixed impact on home audio and cinema
Soundbars stand out as an opportunity in a declining home audio and cinema market
Home Video in Argentina
KEY DATA FINDINGS
Home video records an ongoing decline amid economic pressures in Argentina
Newsan SA retains its lead while Philips is strong within LCD TVs
Financing alternatives boosts share for electronics and appliances specialists
Home video is expected to record growth, boosted by economic recovery and the World Cup
Technology and screen size will drive television sales over the forecast period
Financing alternatives are set to boost TV sales amid economic recovery
Wireless Headphones in Argentina
KEY DATA FINDINGS
TWS earbuds drives wireless headphones to record double-digit volume growth
Volume share is led by low-price brands Noganet and Xiaomi lead
Retail e-commerce continues to lead wireless headphone distribution in Argentina
TWS earbuds and the import-friendly environment are set to drive volume growth
Lifestyle shifts and wearable technology is expected to boost growth for TWS earbuds
TWS will remain the focus of innovation in wireless headphones
Imaging Devices in Argentina
KEY DATA FINDINGS
Smartphones continue to challenge sales of imagine devices in Argentina
Sony Argentina SA and GoPro Inc lead digital cameras and digital camcorders, respectively
Appliances and electronics specialists lead sales, offering consumers specialised advice
Imaging devices are forecast to decline, despite an improved economic outlook
Digital cameras are set to decline in volume but sustain value through niche demand
Action cameras are expected to soften the fall within imaging devices
Mobile Phones in Argentina
KEY DATA FINDINGS
Smartphones lead the solid rebound for mobile phone in 2025
Motorola narrows the gap with Samsung as competition intensifies in smartphones
Appliances and electronics specialists lead sales, however, smuggling impacts overall demand
New regulatory scenarios will boost imports, however, volume sales will face challenges
Underdeveloped infrastructure will continue to halt the 5G smartphone expansion
Smartphones with NFC chips are set to benefit from new technology in SUBE travelcards
Portable Players in Argentina
KEY DATA FINDINGS
Wireless speakers drive growth in portable players in Argentina
Music Co SA continues to consolidate its leadership, offering leading brand JBL
Appliances and electronics specialist increase its share, supported by financing options
Wireless speakers is set to drive growth for portable players over the forecast period
Smart wearables is the latest threat to sales of portable multimedia players
E-readers will remain a niche category in Argentina amid limited local innovation
Wearable Electronics in Argentina
KEY DATA FINDINGS
A strong recovery in 2025 is driven by activity wearables and smart wearables
Solnik SA leads with Xiaomi while Emp Electronics SA gains ground with Noganet
Appliances and electronics specialists share distribution with retail e-commerce and other non-grocery retailers
Strong import conditions and lifestyle shifts will drive growth in wearable electronics
Engagement in sports and rising consumers awareness is expected to boost sales
Aspirational drivers are set to impact sales of smartwatches over the forecast period
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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