Google will no longer sell Fitbit products in 30 international markets

Google has decided to withdraw Fitbit products from nearly 30 international markets, following its acquisition of the company in 2021. The affected markets span across Asia, Europe, Latin America, and Africa, including countries such as Hong Kong, Korea, Malaysia, the Philippines, Thailand, Croatia, the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Luxembourg, Poland, Portugal, Romania, Slovakia, Mexico, and South Africa.

Fitbit will continue to operate in 23 countries, namely the United States, Canada, Austria, Belgium, Denmark, Germany, Ireland, Spain, Finland, Greece, France, Italy, the Netherlands, Norway, Sweden, Switzerland, the United Kingdom, Australia, India, Japan, New Zealand, Singapore, and Taiwan.

The reason for this move remains unclear. Fitbit products have been available in these now-excluded countries for approximately a decade. A common factor among these markets is the absence of a Google Store presence. Despite the withdrawal, Google has assured Fitbit users that it will continue to support their devices with software releases and security updates.