Industry update
PeopleForBikes reported approximately 450,000 U.S. e-bikes sold directly through brand websites in 2024, representing roughly $800 million in sales not captured by conventional retail tracking. The finding changes how suppliers should interpret retail-only market statistics.
Why it matters
The online channel is large enough to influence pricing, packaging, returns and marketing strategy. Traditional bicycle shops still have important roles in fitting, assembly and ongoing service.
Business implications for manufacturers and exporters
Suppliers should evaluate both importers with dealer networks and digitally native brands, while accounting for local assembly support and service obligations.