Recommerce, a European leader in trade-in, refurbishment and resale of consumer electronics, and Xiaomi have announced a strategic partnership to deploy integrated trade-in programs across Europe. Launched in May, the initiative embeds trade-in options directly on Xiaomi product pages, placing device swap and valuation inside the customer journey. Shoppers can describe their current device’s condition, receive an estimated offer, and get paid after Recommerce inspects the device—simplifying upgrades while promoting circular consumption.

The rollout covers 12 key European markets, France, the UK, Italy, Spain, Netherlands, Germany, Poland, Belgium, Romania, Sweden, Austria and the Czech Republic, with Hungary underway. The collaboration aligns with both companies’ sustainability goals by extending device lifecycles and reducing e-waste, while enhancing purchasing power for consumers. It also strengthens Xiaomi’s market reach at a time of momentum: in Q2 2025, Xiaomi shipped 42.4 million smartphones, marking eight consecutive quarters of year-over-year growth.

Recommerce brings deep circular-tech credentials to the partnership. Founded in 2009, the company buys, refurbishes and resells devices, and powers trade-in via software for retailers, enterprises and end-users. It is certified ISO 14001, ISO 9001 and ISO 27001 by DNV, holds the RecQ – Quality Refurbishment label from DEKRA, and is rated Gold by EcoVadis for CSR. CEO Augustin Becquet said the goal is to make trade-in simpler and more beneficial, reinforcing reuse as a mainstream habit.

For Xiaomi, the integrated trade-in enhances its “Human x Car x Home” smart ecosystem strategy by removing friction from upgrades and tying device purchases to sustainable options. With products in 100+ countries, inclusion in the Fortune Global 500 for seven consecutive years (ranked 297th in July 2025), and approximately 731.2 million MAU (smartphones and tablets) plus 989.1 million IoT devices connected as of June 30, 2025, the company leverages scale to accelerate adoption of circular practices across Europe. Source: Romania Insider press release.