Industry Update
PeopleForBikes reported in June 2026 that traditional market tracking significantly understates U.S. e-bike demand because a large share of sales now happens directly through brand websites. Its analysis identified roughly 450,000 direct-to-consumer e-bikes sold in 2024, representing about $800 million in value that was not captured in conventional retail-channel data. PeopleForBikes said this discovery effectively doubled the previously known size of the U.S. e-bike market.
Key Numbers
· Approx. 450,000 DTC e-bikes sold in the U.S. in 2024.
· Approx. $800 million in DTC e-bike sales value.
· A large share of demand sits outside traditional independent bicycle dealers and mass retail tracking.
Market Analysis
The data reinforces the importance of online-first brands in the U.S. market. The competitive landscape is therefore not limited to established bicycle brands; it also includes digitally native companies that depend heavily on private-label manufacturing, fast product refreshes, paid advertising and fulfillment. This creates opportunities for OEM suppliers able to support branded packaging, content assets, spare parts and after-sales requirements.
B2B Takeaway
U.S.-focused factories should build offers specifically for DTC brands: low-to-medium initial MOQs, differentiated frames, UL-related compliance packages, U.S. warehouse spare parts support and strong product photography/video assets.