E-Bikes: The New Middle-Class Favorite in Europe and America

High-priced cycling equipment has become much more popular in Europe and America in recent years, particularly e-bikes priced between $1,000 and $5,000, which have motors that assist riders so that they need less effort than on a traditional bike. E-bikes also suit the middle class's preference for low-carbon transport, which has added to their popularity.

According to Moojing Oversea, outdoor cycling sales on a leading US marketplace reached USD 1.34 billion in the past year, a year-on-year increase of 24%.

1. In 2021 alone, the US imported nearly 790,000 e-bikes, a 70% increase year-on-year, with a compound annual growth rate of around 12% over the previous two years. According to Moojing Oversea, e-bike sales on the same marketplace came to nearly USD 400 million in the past year, a year-on-year increase of 38.8%.

2. Moojing Oversea shows that seven of the ten largest e-bike brands on the marketplace are Chinese brands.

Some brands are improving e-bike performance with greater accuracy, anti-theft features and adaptive intelligence, and they are also improving battery life and portability. E-bike return rates on the marketplace in North America are around 3.8%, which shows how important local after-sales service is for brands selling in the region.