Source: Cycling Electric

A recent 2024 ranking of European e-bike sales in 30 countries saw Norway and Denmark lead with 36.2 and 36.1 e-bikes sold per 1,000 people, while the UK lagged far behind with only 2.1 per 1,000. Cycling Electric has evaluated the reasons behind this and how change can be achieved.

Generally speaking, a country’s e-bike uptake corresponds with its prosperity – the higher the GDP, the greater the adoption of e-bikes. However, there are three key underlying factors which influence e-bike adoption, and have been effectively deployed by the leading nations:

• Financial support in the form of incentives such as grants and rebates which can help remove or reduce an initial barrier.
• Investment in bike-focused infrastructure such as protected bike lanes, which can help reassure those looking to purchase an e-bike that there is a practical and safe route for daily riding.
• Clear product regulation and robust enforcement help to boost consumer confidence, and reduce the concerns of building managers – whether residential or commercial – regarding parking and charging of e-bikes.

Financial incentives

Incentives which go beyond salary-sacrifice models, such as the UK’s Cycle to Work scheme, can enable more people to make the decision to purchase an e-bike. Salary-sacrifice schemes can be beneficial for many people, but are not feasible for the self-employed, or those who cannot afford to reduce their income. Alternative models such as grants or VAT relief on everyday transport or commuting bikes would assist in making the barrier to purchase less insurmountable.

Improved, connected infrastructure

Some improvements to cycle infrastructure are seen in individual cities, but there is a lack of consistency. For potential riders new to cycling in urban environments, one junction that’s difficult to navigate could put them off cycling altogether. Those European nations that are leading in e-bike uptake have made cycling infrastructure consistency a priority.

Product confidence

The UK has seen a lot of negative news stories highlighting illegal or modified electric bikes, leading to confusion on the topic. Clearer communication through such initiatives as the E-bike Positive campaign about what constitutes a legal e-bike, and robust enforcement of regulations against illegal, dangerous products, will help boost confidence.

E-bike security

E-bike theft is on the rise, and for those considering commuting by e-bike, inconsistent employer attitudes to parking and charging can be a barrier. Those employers who have implemented trials for secure parking and charging policies can help remove this barrier and encourage two-wheeled commuting. It is also noted that a larger share of insurance policies now include e-bikes, indicating that more riders are starting to treat e-bikes as a daily transport mode.

How does the future look?

Retailers are seeing increased awareness of the everyday benefits of e-bikes, and the company which authored the research into Europe’s e-bike uptake, Paul’s Cycles, has seen strong year-on-year e-bike revenue in the first half of 2025.

Policies are quick to implement if the will is there. A combination of clear, simple, well-publicised subsidies with workplace incentives, parking and charging, and infrastructure planning and investment, would be likely to boost uptake, particularly for those facing a longer ride, multiple hills, or poorly interconnected public transport.