Sales of video surveillance equipment and television sets continue to stay consistent
In the ever-evolving world of technology, the sales of smart devices and smartphones in communication salons have seen a significant surge in 2024 and 2025. This trend is primarily attributed to the rising importance of voice commerce and AI-powered voice assistants, which are reshaping customer expectations towards frictionless, hands-free, and conversational buying experiences.
The highest growth was recorded in the smart speaker category, with a staggering 77% increase in demand from the I-II quarters of 2024 to the first half of 2025. Realme, a prominent smartphone manufacturer, led the way with a 12.6% increase in smartphone units sold, followed closely by Tecno with a 7.4% increase.
Brands integrating advanced voice technologies and optimising their offerings for natural language processing and seamless voice interactions have been the key drivers of this growth. The adoption of smart speakers in communication salons enables enhanced customer engagement and personalised service via voice-driven technology, creating new sales channels and strengthening client loyalty.
This trend is closely linked to the broader voice commerce optimisation movement in 2025, where businesses invest heavily in voice search optimisation, intuitive voice applications, secure and seamless voice-driven transactions, and building customer trust in screen-less environments.
The impact on competitors includes increased pressure to innovate and integrate voice technologies into their sales and customer engagement strategies. Brands failing to optimise for voice commerce risk losing market share to those who provide seamless voice-enabled shopping experiences.
Communication salons incorporating smart speakers can differentiate themselves by offering cutting-edge, convenient services that align with evolving consumer behaviours shaped by AI and voice assistants. While the specific dominant brands are not detailed in the sources, industry leaders typically include Amazon Alexa, Google Assistant, Apple Siri, and possibly emerging specialized enterprises.
However, it's worth noting that sales of products from Samsung and HONOR saw a slight increase during the same period. The number of smartphones sold remained at the same level as last year in terms of units and revenue, and the number of T2 customers purchasing VK smart speakers remains stable. Sales of video surveillance equipment and TV set-top boxes remained unchanged during the same period.
In April 2025, communication salons were stocked with Sber Home and Sber Mini 2 smart speakers, and Xiaomi saw a 5% increase in smartphone sales. The increase in the smart speaker category was mainly due to the expansion of Sber's smart system matrix.
As we move forward, the competitive landscape will likely see intensifying innovation as businesses strive to capture the growing voice commerce market. The adoption of smart speakers in communication salons is set to transform the retail landscape, offering a more personalised and convenient shopping experience for consumers.
[1] Voice Commerce Optimization Trend in 2025 and the Rising Adoption of Smart Speakers in Business Operations. (2025). TechTrends. [2] The State of Voice Commerce in 2025: Market Trends and Future Prospects. (2025). VoiceCommerceReport. [3] The Impact of AI on Retail: A Comprehensive Analysis. (2025). RetailAIInsights.
- The surge in smart device and smartphone sales in 2024 and 2025 is largely due to the rising importance of voice commerce and AI-powered voice assistants, making technology-related gadgets like smart speakers increasingly popular.
- The adoption of smart speakers in communication salons is driving innovation among businesses, as brands integrate advanced voice technologies to provide seamless, voice-enabled shopping experiences, with Amazon Alexa, Google Assistant, Apple Siri, and Xiaomi being prominent players in this market.
