Fitbit Product Sales Discontinued in Multiple Countries
In a strategic decision that has largely flown under the radar, Google, the parent company of Fitbit, has announced the discontinuation of Fitbit product sales in 29 countries across the globe. This move has affected regions in Asia, Europe, and Latin America.
European Countries Affected
The European countries that will no longer be able to purchase Fitbit products include Croatia, the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Luxembourg, Poland, Portugal, Romania, and Slovakia. Fitbit premium has already been discontinued in these countries, effective October 24, 2023. However, the Fitbit Charge 6 is still available for purchase in Portugal through the Google Store (via 9to5Google).
Latin America and Mexico
The discontinuation of Fitbit sales has also extended to Mexico and all Latin American countries. The specific dates for these removals have not been disclosed, but Fitbit products are no longer available for purchase in these regions.
Asian Countries
Earlier in August, Google also discontinued the renewal of Fitbit Premium memberships and product sales in a few Asian countries, including Hong Kong, Korea, Malaysia, Thailand, and the Philippines.
Impact on Fitbit Market Presence
As a result of these market withdrawals, Fitbit is now only selling products in 23 countries.
Google's Statement
In a statement to Android Authority, Google says, “We communicated that we will stop selling Fitbit products in select countries to align our hardware portfolio to map closer to Pixel’s regional availability.”
Assurances for Existing Customers
Despite this retreat from certain markets, Fitbit has assured existing customers that their devices will continue to receive software and security updates, and customer support will remain unaffected.
