Consumer electronics in 2025: The big picture
Consumer electronics in Chile experienced moderate growth in both volume and value terms in 2025, continuing the upward trend established the previous year. Although less pronounced than in 2024, growth was driven by the country's economic expansion, which led to higher disposable incomes and, consequently, greater demand for technology and innovative products. Major players such as Samsung, Lenovo, and Apple capitalised on this trend by increasing their investments to meet consumer needs.
2025 key trends
Several key trends helped to drive the performance of consumer electronics in 2025. Firstly, Chilean consumers became better informed and actively sought products with advanced technology, particularly in smartphones. Features such as enhanced connectivity, faster refresh rate screens, and 5G technology became crucial factors in purchasing decisions, reflecting a growing demand for devices that facilitate quick and efficient access to information. Secondly, there was a notable shift towards larger televisions, perceived as offering better image quality and an enhanced consumer experience. This trend influenced consumer behaviour in two key categories, with over 50% of Chileans purchasing televisions with screen sizes of 50-65 inches, and significant growth in the purchase of XL screens, which command higher profit margins. There was also a resurgence in the purchase of smaller TVs, primarily for use in kitchens and children's rooms, as a substitute for outdated analogue models.
Competitive landscape
The competitive landscape of consumer electronics in Chile in 2025 continued to be led by Samsung Electronics Chile Ltda. The player’s strong financial structure allowed it to adapt effectively to market changes, ensuring it remained at the forefront of innovation and consumer demand. Samsung's strategic use of social media platforms to build closer connections with customers enhanced customer loyalty and trust, crucial factors in a market where consumer preferences are increasingly influenced by brand reputation and reliability. The player maintained a robust presence across various categories, including smartphones, monitors, televisions, and smart wearables. In smartphones, Samsung launched several new models, such as the Galaxy S25, S25+, S25 Ultra, and the foldable Galaxy Z Fold6 and Z Flip6, which were well-received due to their advanced features and performance. A distinguishing feature of Samsung's approach was the integration of AI directly into its phones, aiming to facilitate real-world, everyday use cases. This innovation, combined with the company's comprehensive product range and effective marketing strategies, solidified Samsung's leadership of Chilean consumer electronics.
Channel developments
The retail landscape of consumer electronics in Chile in 2025 was marked by a diverse and evolving distribution network. General merchandise stores remained the leading distribution channel, favoured by consumers for their convenient locations and the ability to compare prices and products in person. The channel represents more than half of all retail volume sales for consumer electronics, making it an essential component of major companies' marketing strategies. However, the emergence of supermarkets and hypermarkets as dynamic channels in 2025 introduced a new layer of competition. These retailers adopted omnichannel strategies, negotiating competitive prices and leveraging multiple locations to better understand customer preferences and brand acceptance, which contributed to their growing share.
What next for consumer electronics?
Over the forecast period, consumer electronics in Chile is expected to experience moderate growth in both retail value and volume terms. This growth will primarily be driven by further economic improvement, which will likely increase consumer spending power and enable purchases of higher-end products. Leading companies are expected to continue expanding their product portfolios and distribution networks, capitalising on the growing demand for advanced consumer electronics. The industry's performance will be significantly influenced by new technological advancements, particularly the integration of Artificial Intelligence (AI) into devices such as smartphones, televisions, and computers. Therefore, AI is expected to become a key purchasing motivator, enhancing user experiences and driving consumer interest in the latest innovations.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Chile 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 Chile, 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 Chile 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 Chile?
- Which are the leading brands in Chile?
- How are products distributed in Chile?
- 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 Chile
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Chile
KEY DATA FINDINGS
Tablets remains a versatile and convenient option for local consumers
Hewlett-Packard retains leadership but continues to lose share to competitors
E-commerce and hypermarkets gain ground on general merchandise stores
Flat performance due to maturity and recent upgrades
Specialisation and omnichannel strategies essential to meet evolving needs
Aggressive price promotions likely to drive volume sales
In-Car Entertainment in Chile
KEY DATA FINDINGS
In-car entertainment continues to struggle due to competition from smartphones
RCL Distribución retains leadership of highly fragmented competitive landscape
General merchandise stores comes under further pressure from alternative channels
Negative outlook as in-car entertainment is in danger of becoming obsolete
Small competitive players set to place further pressure on established brands
Premiumisation could help offset overall decline in demand
Home Audio and Cinema in Chile
KEY DATA FINDINGS
Trend of strong declines for home audio and cinema continues
JVC continues to make gains in a struggling category
E-commerce gains notable share from general merchandise stores
Home audio and cinema set to become a niche among audio enthusiasts
Younger consumers discovering analogue could help expand target audience
Smart technology and the search for more affordable options to intensify competition
Home Video in Chile
KEY DATA FINDINGS
Smart technology and connectivity encourage consumers to trade up
Chinese brands continue to make gains with affordable models
General merchandise stores continues to benefit from wide consumer reach
Improving economy and rising interest in tech advancements to drive home video
Online marketing and specialised retail formats essential to drive consumer interest
Major players set to invest further in improving the viewing experience
Wireless Headphones in Chile
KEY DATA FINDINGS
Technological advancements in TWS earbuds drive growth of wireless headphones
Competitive landscape becomes increasingly consolidated
Wides reach in Chile supports dominance of general merchandise stores
TWS earbuds set to drive future growth as new players and consumers enter
Players set to further innovate to stand out in competitive market
Omnichannel strategy will be crucial to targeting broader audience
Imaging Devices in Chile
KEY DATA FINDINGS
Ongoing fall in demand driven by established use of smartphones
Canon retains leadership in stable competitive landscape
General merchandise stores retains dominance despite the rise of e-commerce
Imaging devices to be limited to niche group of consumers
E-commerce offers further potential for both consumers and retailers
Premiumisation offers potential to retain some value in imaging devices
Mobile Phones in Chile
KEY DATA FINDINGS
Advancements in smartphones continue to drive sales in Chile
Samsung retains leadership of consolidated landscape, but Honor makes impressive gains
Chileans benefit from established distribution channels for both variety and prices
Mobile phones to benefit from further innovations and upgrades due to improving disposable incomes
E-commerce to strengthen role as alternative channel for mobile phones
Leading players to further invest in social media marketing and online presence
Portable Players in Chile
KEY DATA FINDINGS
Wireless speakers shows some resilience in a declining category
Highly fragmented competitive landscape dominated by smaller players
General merchandise stores and e-commerce continue to drive distribution
Lack of innovation and further shift towards multifunctional devices to hinder future growth prospects
Digital detox to drive further decline for e-readers
Players set to adopt significant discounts to drive volume sales
Wearable Electronics in Chile
KEY DATA FINDINGS
Convenience and advanced tech of smart wearables continue to drive sales
Samsung retains lead, while Apple Watch makes notable gains
Consolidated retail landscape dominated by general merchandise stores
Positive outlook to be driven by greater adoption of smart wearables
Targeted pricing strategies and advanced tech crucial to maintaining interest
Players to increasingly turn to social media as part of marketing strategies
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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