Why Xiaomi is not popular in the UK

Xiaomi phones are not as popular in the UK as they are in other parts of the world, such as China and India. There are several reasons for this. But it is important to note first how big and strong Xiaomi is globally.

On the global stage, it is the 3rd largest smartphone maker after Samsung and Apple [1]. While it is not quite popular in the United Kingdom, this smartphone brand is no small player to be looked down on at all.

Xiaomi phones

Xiaomi in the UK

In November 2018, Xiaomi officially launched in the United Kingdom with the release of the Mi 8 Pro in the country. Other phone models and products also went on sale in the UK though several outlets, including Three, Amazon, Argos, John Lewis, Carphone Warehouse, PC World, Very, Go Mobile, Mobile Phones Direct and their own website, Mi.com. In addition, the company opened its first Mi store in the UK at the Westfield shopping centre in London.

As at 2023, the company has a 2.03% market share in the UK smartphone market, to position it in the number 6 spot behind Apple, Samsung, Huawei, Motorola, and Google Pixel. That is how unpopular Xiaomi phones are in the country. Which is quite interesting, considering that in western Europe as a block, Xiaomi has massive market share and is in 3rd place [2]. Why then is the brand so unpopular in the UK?

Lack of brand recognition

Xiaomi is a relatively new brand in the UK, and many consumers are not familiar with the brand or its products. This lack of brand recognition makes it difficult for Xiaomi to compete with more established brands such as Samsung and Apple.

Limited availability

Xiaomi phones are not widely available in the UK, with limited distribution channels and a small number of physical stores. This makes it difficult for consumers to see, touch, and experience Xiaomi phones before purchasing them.

Lack of marketing

Xiaomi has not invested heavily in marketing its phones in the UK, which has contributed to the lack of brand awareness and popularity.

Concerns about privacy and security

Xiaomi has faced criticism in the past for collecting user data and sending it to servers in China. This has raised concerns about privacy and security among UK consumers, which may be contributing to the lack of popularity of Xiaomi phones in the country.

Different consumer preferences

UK consumers may have different preferences when it comes to smartphones, such as a preference for certain features or design elements that Xiaomi phones may not offer.

Some Background

Xiaomi is a Chinese multinational electronics company founded in April 2010 and listed on the Main Board of the Hong Kong stock exchange. It has an entire ecosystem of products that include smartphones, tablets, laptops, smartwatches, headphones, earbuds, smart bands, smart home products, and even electric scooters. The company is also venturing into electric cars.

Where is Xiaomi popular?

Xiaomi is a household name in China and extremely popular in India, where it is selling in droves. As a matter of fact, the Asian and western Europe blocks are strongholds of Xiaomi.

Outside of those regions, the brand struggles to sell. Particularly in the US and the UK, Xiaomi has negligible market share. The official presence in the UK might eventually change the story and see Xiaomi phones and products become more mainstream in the country. For now, Xiaomi remains a fringe brand there.

Are Xiaomi products good quality?

Xiaomi has a reputation for making high quality products.


  1. Global Smartphone Market Share Q1 2023 (source)
  2. Canalys: Western Europe’s Smartphone Market (source)