Shopping for cycling gear online offers unmatched convenience, competitive prices, and a vast selection that brick-and-mortar stores often can’t match. For cycling enthusiasts, the digital marketplace has become the go-to destination for bikes, components, apparel, and accessories. But with countless online bike stores vying for your attention, finding the best online bike shop can be overwhelming.
As a dedicated cyclist who spends considerable time sourcing gear for reviews and personal use, I’ve navigated this online landscape extensively. The goal? To identify online retailers that deliver not just great prices, but also exceptional product ranges, reliable customer satisfaction, and robust support. Driving around to local bike shops is time-consuming, and while the in-person experience has its charm – coffee bar chats and browsing – online shopping offers efficiency and value that’s hard to ignore.
However, the sheer number of online bike stores can be daunting. Distinguishing trustworthy stores with competitive pricing, extensive selections, and satisfied customers from less reliable options requires experience and research. That’s why I’ve dedicated time to evaluating nearly 100 online bike stores, specifically for road and gravel cycling enthusiasts. My rankings are based on four key criteria: Price, Customer Satisfaction, Product Selection, and Support. This data-driven approach ensures that the recommendations are analytical and focused on the needs of serious cyclists.
This guide is updated quarterly to reflect the dynamic nature of online retail and ensure you always have access to the most current and reliable information to choose the best online bike shop for your needs.
Top-Ranked Online Bike Stores
Below are the rankings of the best online bike stores, evaluated across the categories of Price, Satisfaction, Selection, and Support. These ratings are designed to help road and gravel cycling enthusiasts find the best places to purchase their gear online.
| Rank | Store | Price | Satisfaction | Selection | Support | Model | HQ |
|---|---|---|---|---|---|---|---|
| 1 | BikeTiresDirect | 2 | 2 | 2 | 2 | Superstore | US |
| 1 | Performance Bicycle | 2 | 2 | 2 | 2 | Selection | US |
| 3 | Lordgun | 2 | 2 | 2 | 0 | Superstore | IT |
| 4 | Merlin Cycles | 2 | 2 | 1 | 1 | Superstore | UK |
| 5 | Mantel (3) | 2 | 2 | 1 | 0 | Superstore | UK/NL |
| 6 | Competitive Cyclist | 2 | 1 | 2 | 2 | Service | US |
| 7 | Alltricks | 2 | 1 | 2 | 1 | Selection | FR |
| 8 | Bike24 | 2 | 1 | 2 | 0 | Superstore | DE |
| 9 | Sigma Sports | 1 | 2 | 2 | 1 | Extension | UK |
| 10 | Bikebug | 1 | 2 | 2 | 0 | Discounter | AU |
| 11 | JensonUSA | 1 | 2 | 1 | 1 | Discounter | US |
| 11 | Tredz Limited (2) | 1 | 2 | 1 | 1 | Extension | UK |
| 11 | Cyclestore | 1 | 2 | 1 | 1 | Discounter | UK |
| 11 | Tweeks Cycles | 1 | 2 | 1 | 1 | Discounter | UK |
| 11 | Leisure Lakes Bikes (2) | 1 | 2 | 1 | 1 | Chain | UK |
| 16 | Slane Cycles | 1 | 2 | 1 | 0 | Extension | UK |
| 16 | FuturumShop (7) | 1 | 2 | 1 | 0 | Superstore | NL |
| 16 | JeJames (2) | 1 | 2 | 1 | 0 | Extension | UK |
| 16 | 12GoBiking (6) | 1 | 2 | 1 | 0 | Extension | NL |
| 20 | Starbike | 1 | 1 | 1 | 0 | Superstore | DE |
| 20 | Tree Fort Bikes (1) | 1 | 1 | 1 | 0 | Extension | US |
| 20 | 99 Bikes | 1 | 1 | 1 | 0 | Chain | AU/UK |
| 20 | Pro Bike Supply | 1 | 1 | 1 | 0 | Discounter | US |
| 20 | Pushys | 1 | 1 | 1 | 0 | Superstore | AU |
| 20 | bike-discount | 1 | 1 | 1 | 0 | Superstore | DE |
Source: <em>In The Know Cycling</em>, January 3, 2025 Unless noted, stores listed above ship internationally. Exceptions: <span>(1) <span>Ships only to US and Canadian residents</span></span> <span>(2) <span>Ships only to UK residents</span></span> <span>(3) <span>Ships only to UK and European residents</span> </span> <span>(4) <span>Don't ship to UK and European residents <span>(5)</span> Ships only to European residents <span>(6)</span> Ships only to Netherlands and Belgium <span>(7)</span> Don't ship to US and Canadian residents </span></span>In The Know Cycling is reader-supported. Click store links to buy and support independent reviews.
If you’re not seeing a familiar name on the list, it might be because not all online bike shops meet the high standards required to be considered among the best. Approximately two-thirds of the stores I track don’t consistently make the cut due to limitations in product selection or less-than-stellar customer satisfaction ratings.
A detailed explanation of the ranking methodology, the meaning of the ratings, and the reasons why some stores were excluded follows, providing a comprehensive guide to finding your best online bike shop.
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Rating Categories for Online Bike Shops
To objectively evaluate and rank online bike shops, four crucial categories are considered: Price, Satisfaction, Selection, and Support. These criteria are derived from reader feedback and extensive site polls, reflecting what matters most to cycling enthusiasts when choosing where to shop online for their gear. Each category is scored on a scale of 0 to 2, with 2 being the highest rating.
Price
For cyclists, obtaining gear at the most competitive net price is a key consideration. This net price encompasses the base product cost, shipping fees (if applicable), and any relevant taxes. The price rating system is structured as follows:
- 0 – Limited Discount: Prices are typically at or near the Manufacturer’s Suggested Retail Price (MSRP) or Recommended Retail Price (RRP), often mirroring the Minimum Advertised Price (MAP) common in the US.
- 1 – Modest Discount: Prices on many current models range from 10% to 20% below MSRP/RRP.
- 2 – Deep Discount: Prices are significantly reduced, often 15% to 40% off MSRP/RRP across a wide selection of current year products.
Sales and Value Added Taxes (VAT) are applied based on the shipping destination and are consistent across retailers, thus not differentiating store ratings.
A common concern among international buyers is import costs, especially when purchasing from UK or EU-based stores and shipping to the US, Canada, or other non-EU countries. While customs duties are not store-dependent, understanding potential import fees is crucial for calculating the total cost.
Reputable online bike shops often utilize shipping methods that minimize or eliminate customs charges. Some may split shipments or declare values below the threshold for import duties. For higher-value purchases, it’s always prudent to check potential import duties in your country to accurately compare costs against local options.
For instance, consider a wheelset priced at $1200 at a US local bike shop but available for $1000 (including shipping) from a UK online store. If a customs charge of approximately 11% is applied, the net cost from the UK store becomes $1110. Comparing this to the $1260 (including 5% sales tax) at the local bike shop demonstrates the potential savings even with import fees. Moreover, in the US, goods valued under $800 are generally exempt from import duties, further enhancing the appeal of international online shopping for bike parts.
Satisfaction
Customer satisfaction is paramount. The best online bike shop should offer a trustworthy and risk-free shopping experience, providing excellent service from website navigation to post-purchase support. A hassle-free experience is essential, allowing cyclists to focus on riding rather than dealing with shopping complications.
Customer Satisfaction ratings are defined as:
- 0 – Unacceptable/Unknown: High risk of dissatisfaction. Average customer ratings are below 4 out of 5 stars, indicating significant negative feedback, or insufficient data is available to assess satisfaction. Stores with this rating are not recommended.
- 1 – Very Satisfied: Overall positive experience, with average ratings of at least 4 out of 5 stars. While some customers may have minor issues, satisfaction is generally high.
- 2 – Overwhelmingly Satisfied: Exceptional customer experiences. The vast majority of customers rate these stores very highly, with less than 10% reporting average or worse experiences. These stores are highly recommended for their reliability and service quality.
Stores receiving a ‘0’ rating are excluded from the rankings due to unacceptable or uncertain customer satisfaction levels. Prioritizing stores with proven customer satisfaction ensures a positive shopping experience.
Some stores lack sufficient independent customer feedback, suggesting a lack of focus on customer satisfaction or transparency. These, along with stores receiving poor satisfaction ratings, are not listed as recommended options.
Reputable customer review platforms like TrustPilot and Google Customer Reviews are used to gauge customer satisfaction, with TrustPilot prioritized due to the depth and quality of its feedback. Other services with less comprehensive or independent feedback mechanisms are not considered. Money-back guarantees or security certifications do not reflect customer satisfaction and are therefore not factored into these ratings. Social media ratings are also disregarded due to their lack of independence and validation.
Selection
The best online bike shop should provide a wide array of products, brands, and models relevant to road and gravel cycling enthusiasts. Many online stores cater to diverse sports, but enthusiasts benefit most from stores specializing in their specific cycling discipline. Inventory availability is also crucial; ideally, products should be in stock and ready to ship, avoiding delays associated with special orders.
Selection ratings are categorized as:
- 0 – Poor Selection: Very limited stock of brands and models favored by road and gravel cyclists. These stores are not suitable for enthusiasts seeking specialized gear.
- 1 – Limited Selection: A decent range of products from a few major brands (3-4 or fewer) popular among enthusiasts, or a broader range of brands but limited model options or inventory depth within those brands.
- 2 – Broad Selection: Extensive inventory from many (>4) leading brands favored by enthusiasts across all major categories (bikes, wheels, components, apparel). These stores offer a comprehensive selection with good stock levels, ensuring a higher chance of finding desired items immediately available.
Stores primarily offering recreational gear, closeouts, or catering to other cycling disciplines receive a ‘0’ selection rating and are not included in the recommended list. Stores with ‘Limited Selection’ (rating 1) may carry enthusiast-level brands but lack depth in models or inventory. In contrast, stores with a ‘Broad Selection’ (rating 2) offer a wide range of top brands, models, and sizes, with substantial stock for immediate purchase. This broad selection ensures that enthusiasts can find specific, often hard-to-find, items and a variety of choices within preferred brands.
Support
For cycling enthusiasts, access to updated information and support for informed purchasing decisions is vital. Many cyclists rely on in-depth reviews to guide their gear selections. The best online bike shop should not only offer great products and prices but also support resources that aid in the buying process and contribute to the cycling community.
Support ratings are defined as:
- 0 – No Support: The store offers no exclusive discounts to In The Know Cycling readers and provides no commission to the site for sales generated through its links. These links are indicated in black.
- 1 – Average Support: The store does not offer unique discounts but provides standard affiliate commissions, supporting the site at a level comparable to other platforms. These links are in red.
- 2 – Strong Support: The store offers exclusive deals to site readers and/or provides enhanced financial support to the site, recognizing the value of its audience. These links are also in red.
This support rating reflects the stores’ commitment to both customers and to supporting independent cycling content, ensuring continued unbiased reviews and resources for the cycling community. Choosing to shop at stores with ‘Average’ or ‘Strong’ support helps sustain independent cycling journalism and keeps valuable resources accessible to all enthusiasts.
Online Bike Shop Business Models
Understanding the business models of online bike shops can provide additional context when choosing where to shop. Here’s a brief overview of the models represented in the rankings:
- Superstore: Large-scale online retailers with significant buying power, offering deep discounts (20-40% below retail) and broad international reach.
- Service: Stores prioritizing customer experience, featuring detailed product information, customer reviews, live support, and generous return policies. While prices are competitive, the focus is on providing an excellent buying journey.
- Selection: Stores distinguishing themselves through an unparalleled range of cycling brands, products, and models. They aim to offer a depth of choice not found elsewhere, often alongside competitive pricing and good service.
- Discounter: Stores focused on providing strong discounts, often in the 20% range or higher, sometimes approaching Superstore levels. Service quality varies, with some offering very good support but generally not to the level of ‘Service’ category stores.
- Chain: Well-established chains with both physical and online stores. They leverage their physical presence to offer ‘click and collect’ services and allow customers to view products in person before purchasing online.
- Extension: Typically smaller, geographically focused stores using online platforms to expand their reach beyond their local area, often specializing in niche or high-end products.
Many major cycling brands also sell directly to consumers online, usually at full retail price, occasionally offering discounts on discontinued lines through outlet sections. These direct-to-consumer stores are not included in the rankings due to a lack of independent customer satisfaction data.
Stores No Longer in Operation
Several online bike stores have closed since this tracking began. For reference, these include 4thebike, Bikesomewhere, Bikester, Colorado Cyclist, Cycle Surgery, Glory Cycles, My Bike Shop, ProBikeKit, and The Pro’s Closet.
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If you have questions about an online bike store not listed, please ask in the comments below. To assess a store independently, use the provided TrustPilot and Google Customer Review links to check their ratings. A minimum 4-star rating with at least 100 reviews is a good benchmark for trustworthiness.
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Ride safe and enjoy!
Cheers, Steve
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Before inquiring about a specific store, please check their ratings on:
Trust Pilot – https://www.trustpilot.com/review/
Google Customer Reviews – https://www.google.com/shopping/ratings/account/lookup?q=
Avoid stores with less than 4 stars and under 100 reviews. Other rating systems may lack independence. Thank you, Steve.
