Xiaomi has rapidly expanded in the European market in recent years, as evidenced by its shipment and market shares. Such widespread adoption suggests positive word of mouth from a large base of satisfied customers.

Smartphone shipments share in Europe by vendor 2015-2024 (Source)

Xiaomi’s operating system (formerly MIUI, now rebranded as HyperOS) offers extensive customization options that allow users to personalize their devices beyond what standard Android provides. This feature has helped build a loyal user base.