When Xiaomi arrived in Europe in 2017, it did so with a certain market share already present. Yes, there were so many users who imported their mobiles that, without being officially, Lei Jun’s company was already known in our country.
At that time Samsung and Huawei were competing for the mid-range and in 2021, with the veto of the United States at the signing of Richard Yu, Xiaomi is devouring this segment.
A very clear way to see it is to look at the top selling mobiles on Amazon Europe. In the Top 10 there is only one Samsung model, but in the Top 20 there are only three.
List of the 10 best-selling mobile phones on Amazon Europe
In the Amazon listing there are a lot of repeats because they are sold in different stores, but even then they exceed the sales of other models.
As you can see, only one Samsung appears in ninth position, the Samsung Galaxy A21s, an input terminal that is not even particularly well known.
In mid-2020, we started to see Xiaomi’s first overtake over Samsung in terms of market share, in some quarters, and this trend is consolidating in 2021.
As I mentioned before, it wouldn’t be surprising for Xiaomi to achieve a 50% market share in Europe within a few years if there is nothing to change these trends.