Sony shifts Xperia sales online across most of Europe
European fans of Sony’s Xperia smartphones are facing a major shakeup. The company has started to wind down in-person and retail sales of its latest flagship, the Xperia 1 VII, across much of the continent. Instead of seeing the handset on the shelves of major electronics stores, most consumers in Europe will now only be able to buy Sony phones online via Sony’s official website or Amazon. Only a few markets, such as Germany and the United Kingdom, still list the new Xperia on their official online stores.
Despite standout features, Xperia struggles to gain traction
Reports out of Finland were among the first to highlight that Sony’s latest devices vanished from both Sony’s own web storefront and third-party retail in the country. Sony has confirmed this availability shift, explaining that a focus on online shopping is supposed to offer customers a smoother experience. However, the move means local retailers in many European markets no longer have access to the Japanese company’s smartphones.
The Xperia 1 VII stands out for features rarely found in today’s flagship phones, such as a headphone jack, microSD slot, and a genuine telephoto zoom camera. Yet even with these hardware perks, Sony’s global smartphone market share remains below four percent, lagging far behind the likes of Samsung and Apple. Recent months have been rocky for Sony’s mobile division. Technical snags and user complaints, particularly regarding crashes and shutdowns on the Xperia 1 VII, have reportedly led to a global sales pause for the device. For European consumers, this means uncertainty not only about where to buy the latest Xperia but potentially about long-term support and repairs.
Future in Europe unclear – online focus raises new questions
While Sony has not announced a complete withdrawal from Europe, the current trajectory implies a reduced commitment to the region. SuomiMobiili, the Finnish tech news outlet, even speculates about a possible future exit. Meanwhile, Sony assures current Xperia owners that it will continue to support maintenance and software updates, at least for the time being.
Whether Sony’s new focus on online-only sales will make up for shrinking offline visibility remains to be seen. For European shoppers who value unique smartphone features, the path to purchasing a Sony Xperia just got more complicated.
