A new view of demand
Traditional bicycle-store reports do not capture every electric bicycle purchased online. In June 2026, PeopleForBikes highlighted direct-to-consumer research showing approximately 450,000 e-bikes and $800 million of sales through brand websites in 2024, a channel largely missing from conventional tracking. The group also identified about 80,000 units changing hands through peer-to-peer marketplaces. These figures suggest that an importer relying only on bike-shop statistics could seriously underestimate the size of the American market.
Transportation is reshaping the product mix
Utility matters as much as recreation. PeopleForBikes cited strong interest in commuter and cargo products, with electric cargo bicycles representing an estimated $100 million and approximately 38,500 units in 2024. Riders buying a bike for groceries, school drop-offs, and regular journeys need dependable batteries, integrated lighting, serviceable parts, and practical load capacity. The marketing message shifts from maximum speed to the cost and convenience of replacing short car journeys.
What brands and distributors should do
Manufacturers should distinguish specialty-dealer demand from direct-to-consumer demand and track both. Clear delivery terms, assembly instructions, replacement components, and local repair support are essential when bikes are sold online. For 20-inch fat-tire models, the retro design may attract attention, but daily-riding use cases and an authentic range demonstration help turn browsing into conversion.
Outlook
The strongest long-term opportunity may come from people who do not identify as cyclists yet. Market forecasts should use clearly defined sales channels and should not extrapolate the 2024 figures as if they were 2026 sales.