A recent consumer survey covering Germany, France, Belgium and the Netherlands shows significant differences in how consumers purchase e-bikes and what they prioritize when choosing a vehicle. In some markets, online sales are growing, while in others, physical retail still dominates.

Market research company NielsenIQ (NIQ) recently released its latest GfK e-bike monitor report. Based on survey data from 2025, including 2,000 respondents in the Netherlands and 1,000 respondents each in Germany, France and Belgium, the report indicates that the European e-bike market is undergoing structural change.

1. European E-Bike Buying Habits Are Diverging

In countries with more developed cycling infrastructure, e-bikes are increasingly becoming an alternative for longer-distance travel. Dutch respondents reported using e-bikes more for daily commuting, with usage shifting from leisure riding toward functional transport.

Germany shows a similar pattern, with weekly riding distance among local e-bike users now comparable to that of Dutch users. Belgian survey results also show that active mobility and the environmental desire to drive less are important factors driving e-bike purchases.

France presents a different picture. According to NIQ data, leisure remains the dominant factor for French consumers when purchasing e-bikes. French consumers are also the most active in e-commerce among the four surveyed countries.

2. E-Commerce Channels Continue To Grow

In France, 43% of respondents said they purchased e-bikes through online channels. In other words, roughly four out of every ten e-bikes were sold through digital channels, the highest share among the four countries.

Germany shows the opposite trend. In 2025, the online share of German e-bike sales fell to 36%, while 64% of sales occurred in physical stores. NIQ notes that although online prices are often more attractive, German consumers place greater value on test rides, professional advice and immediate availability.

Belgium's channel structure remains stable, with online sales accounting for 32% and offline stores accounting for 68%. Despite clear price differences between online and offline channels, physical stores remain the main purchase channel.

The Netherlands is still less digitalized than neighboring markets, but its online share is steadily rising. In 2025, 25% of Dutch respondents purchased e-bikes online, a clear increase from previous years. This is mainly supported by easier online price comparison and the emergence of more affordable models.

It is worth noting that NIQ's online share data for the Netherlands differs from data released earlier by the Dutch industry association RAI. RAI data showed that online sales accounted for 69% of combined e-bike and traditional bicycle sales.

3. After-Sales Service And Added Services Are Becoming More Important

In the Netherlands, 11% of respondents reported having experienced e-bike theft. As a result, consumers pay particular attention to theft risk, battery range and clear, transparent warranty and maintenance services when purchasing. This also increases willingness to pay for added services and helps explain the relatively stable but moderate interest in leasing models.

In Germany, around 13% of respondents reported e-bike theft experience. Germany has the highest share of company-leased e-bikes among the four countries, while private leasing and installment payments are also popular.

In Belgium, 16% of consumers reported theft experience, a relatively high level, making anti-theft protection one of the most popular added services. France had the highest reported theft experience at 18%, making security a key consumer concern. French consumers also showed the strongest interest in leasing and installment payment options.

Market Implication

Overall, NIQ's survey results show that consumer priorities are shaping different market structures in each country, while some common trends remain. Digitalization continues to advance, and consumers increasingly use online channels to search for better-value products.

However, in more traditional markets, test rides and dealer expertise remain more attractive than online platforms. For e-bike brands, this means product strategy needs to combine online discoverability with strong offline service confidence.