Xiaomi Becomes Top Seller in Europe’s Smartphone Market

August 19, 2021

According to a new report by Strategy Analytics, Xiaomi has become the leading smartphone manufacturer in Europe for the second quarter of 2021. With just over a 25 percent market share, the Chinese company has beat out Samsung for the number one spot in the European market. 

Thanks to Covid-19 recovery, the European smartphone market has had a strong second quarter. For Xiaomi specifically, the jump to the number one selling position is based on high sales in Russia, Spain, Italy and Ukraine. Strategy Analytics’ Associate Director Boris Metodiev says these sales are due to customers being “eager for Mi and Redmi series of feature-rich, value smartphones.”

Of the top five vendors, Samsung—currently in second place sales-wise in Europe—is the only one reporting lower sales than the previous quarter, although they maintained their current ranking due to their new 5G compatible Galaxy A series. Nevertheless, their market share is 24 percent, not far behind Xiaomi. 


Apple’s sales have increased thanks to the release of the iPhone 12 in the fall of 2020, keeping them in third place with 19.2 percent of the European market share. Oppo holds fourth place with a 5.6 percent market share; Realme rounds out the top five list in Europe—likely due to the release of its Realme 8 series—with 1.9 percent. A handful of other manufacturers make up the last 22.2 percent of smartphone sales in Europe.


Due to continuing security issues and sanctions, Chinese company Huawei has dropped out of the running, providing space for new competition in both Europe and the U.S. smartphone market. 

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