Source: Bike Europe

Consumer intelligence specialists NielsenIQ (NIQ) have released the results of the GfK E-Bike Monitor 2025 survey, conducted across Belgium, France, Germany and the Netherlands. Shifts in e-bike usage scenarios and shopping habits are revealed.

The Monitor is based on surveys of 2,000 Netherlands-based consumers, and 1,000 in each of Belgium, France and Germany.

Infrastructure influence

Those countries with more developed cycling infrastructure are seeing a greater uptake of e-bikes for regular and long-distance cycling, such as commuting, with the Netherlands and Germany both seeing a shift towards everyday functionality, rather than mainly recreational use. Belgian respondents indicate a desire for active mobility, and a car-free transport sentiment, is a factor in purchasing an e-bike.

Purchasing habits

The Monitor shows that France is the largest market for online e-bike sales, with 43% of respondents having purchased theirs this way. In contrast, and despite higher offline prices compared to online, German consumers are more likely to buy in bricks-and-mortar stores, with 64% of e-bike purchases made in bike shops, with a preference for test rides and in-person advice a key factor. The figures are similar in Belgium, where 68% of e-bikes are purchased offline, and 32% online. In the Netherlands, 25% of survey respondents had purchased online – an increase on previous years for the country.

After-sales concerns and leasing

Theft is a key concern in all the countries surveyed. 18% of French respondents have lost an e-bike to theft, followed by 16% in Belgium, 13% in Germany and 11% in the Netherlands. As a result, many purchasers explore theft protection as an add-on.

In the Netherlands, there is close attention by consumers to factors such as battery life, warranty periods, and maintenance arrangements. As a result, additional paid-for services are popular, and there is a moderate yet stable interest in e-bike leasing. Germany has a strong leasing-as-an-employee-perk culture, while private leasing and finance options are also popular in both Germany and France.