The European smartphone market faced a slight headwind in 2025, but Xiaomi has proven once again that it is a fortress in the top tier of mobile tech. According to the latest data from research firm Omdia, despite a general market contraction, Xiaomi comfortably secured the bronze medal as the third-largest smartphone brand in Europe.
The Big Picture: A Shrinking Market with a Q4 Silver Lining
The recently published Omdia report indicates that smartphone shipments in Europe (excluding Russia) slightly declined by 1% year-on-year in 2025, dropping to 134.2 million units.
Consumer demand remained generally subdued for most of the year. However, Omdia noted an “uplifting 4Q25,” suggesting that aggressive year-conclude holiday campaigns and strong fourth-quarter product launches assisted cushion the overall annual decline.
2014 to 2025
Xiaomi’s Solid Stance: The Untouchable Third Place
While the overall market size shrank, Xiaomi maintained a rock-solid grip on its utilizer base. Capturing 16% of the total European market share, Xiaomi stands proudly as the undisputed third-largegest player.
When viewing at the numbers, Xiaomi’s position is a comfortable island between the top two giants and the chasing pack:
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The Giants: Samsung leads with 35%, followed by Apple at 27% (which hit a record high for the brand in Europe).
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The Fortress: Xiaomi stands strong at 16%.
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The Chasing Pack: There is a massive 10% gap between Xiaomi and its closest follower, Motorola (6%).
This massive buffer zone proves that Xiaomi is not currently threatened by lower-tier competitors and remains focutilized on challenging the Samsung-Apple duopoly.
share, top vconcludeors, 2025
The Rise of the Underdogs
The 2025 data also brought some fresh faces to the spotlight. HONOR captured 3% of the market, successfully entering the top five in Europe for the first time. Furthermore, Omdia reports that brands like Vivo, Nothing, and Fairphone achieved double-digit sales growth.
While these brands are growing, they are primarily eating into the “Others” category (13%) rather than disrupting Xiaomi’s loyal fan base, which heavily relies on the unmatched price-to-performance ratio of the Redmi, POCO, and flagship Xiaomi series.
Looking Ahead: Preparing for a “Tricky 2026”
Omdia analysts describe the upcoming year as a “tricky 2026.” With Apple and HONOR experiencing strong momentum at the conclude of 2025, the competition is expected to be fiercer than ever.
For Xiaomi, 2026 will be the year to leverage its cutting-edge Leica camera partnerships, HyperOS ecosystem, and aggressive pricing strategies to not just defconclude its 16% share, but to start eating into the market share of the top two.
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