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The UK's No.1 Cycling Industry Report
Search visibility across the UK cycling sector fell 18% between July 2025 and July 2026, from an estimated 7,135,160 monthly organic visits down to 5,838,675, across the 312 brands this report tracks. Inside that market sit 9,743 product keywords carrying 5,486,240 searches a month between them.
Four plain spellings of one product carry 984,000 of those searches on their own, which is 18% of everything tracked in the sector: ‘e bicycle’, ‘ebike’, ‘electric bicycle’ and ‘electric bikes’. That is one demand pool worth a single well-built category page. The seven electric specialists in this report hold 113,686 monthly organic visits between them, a little over a tenth of it.
| Measure | Figure |
|---|---|
| Sector organic visits, July 2025 | 7,135,160 |
| Sector organic visits, July 2026 | 5,838,675 |
| Year-on-year change | -18% |
| Brands tracked | 312 |
| Product keywords tracked | 9,743 |
| Monthly searches across those keywords | 5,486,240 |
| Searches on four plain e-bike spellings | 984,000 |
The decline sits unevenly across the sector. E Bikeshop grew 83% year on year and moved from rank 31 to rank 14. The Electric Bike Shop fell 72% and moved from rank 16 to rank 48. Both sell the same category of product to the same buyer, in the same twelve months, on the same search results pages.
UK law defines an electric assisted pedal cycle narrowly. The motor must be rated at no more than 250W, assistance must cut out at 15.5mph, and the rider must be 14 or over to use it on the road. Read against the 9,743 tracked cycling search terms in this report, a large share of the electric bike vocabulary describes something a UK bike shop cannot sell as the bicycle the searcher named.
27,940 searches a month name an off-road electric motorcycle rather than a road bike. None of those machines fits inside 250W and 15.5mph.
| Search term | Searches / month | Year on year |
|---|---|---|
| ‘electric dirt bike’ | 22,200 | -18% |
| ‘electric motocross bike’ | 1,900 | – |
| ‘talaria ebike’ | 1,600 | – |
| ‘big wheel pit bike’ | 590 | – |
| ‘electric moped with pedals’ | 480 | – |
| ‘electric monkey bike’ | 390 | – |
| ’70 mph electric bike for sale’ | 390 | – |
| ‘electric bike no pedals’ | 390 | – |
A further 29,600 searches a month, 72% of the whole household search group tracked here, ask for a children’s electric bike. ‘childrens electric bike’ and ‘kids electric bike’ each carry 14,800 a month. The minimum age to ride an EAPC on a UK road is 14, so a large share of that demand names a rider below the legal age before a shop discusses which bike to sell.
Add the two groups together and around 57,500 searches a month sit outside what a UK shop can sell as a road-legal bicycle to the rider named in the search. That figure leaves out ‘electric motor bike’ at 27,100 searches a month, down 12% year on year, because the data cannot separate the searchers who want a motorcycle from the searchers describing a legal e-bike in motorbike vocabulary.
Six search terms describe the machine UK law allows, and every one of them is growing faster than almost anything else in the dataset. Between them they carry 5,310 searches a month, against the roughly 57,500 that fail the legal-sale test, a ratio of about 10.8 to 1. None of the 312 tracked domains and none of the 50 brands in this report’s reach table use the words ‘pedal assist’.
| Search term | Searches / month | Year on year |
|---|---|---|
| ‘pedal assist bike’ | 2,400 | +95% |
| ‘pedal assist electric bike’ | 1,900 | +84% |
| ‘pedal electric bike’ | 480 | +59% |
| ‘mountain bike pedal assist’ | 480 | +32% |
| ‘pedal assist full suspension mountain bike’ | 30 | +79% |
| ‘pedal assist folding bike’ | 20 | +40% |
The same shift shows up from the other direction. ‘electric bike conversion kits’ carries 22,200 searches a month and fell 23%. ‘ebike kits’ carries 8,100 and fell 45%. ‘bike kits’ carries 480 and fell 37%. Over the same period ‘mid drive ebikes’ rose 36% to 880 searches a month and ’emtb bikes’ rose 27% to 880. Buyers have stopped searching for a kit to motorise a bike they already own, and started naming the motor already fitted to the bike they want to buy.
Twenty product terms carrying about 13,790 searches a month name a specific import model rather than a UK retailer: ‘engwe ep2 pro’ at 1,900, ‘radbike’ and ‘radpowerbikes’ at 1,900 each, ‘talaria ebike’ at 1,600 and ‘aniioki’ at 1,190, with a tail running through ‘revi bikes’, ‘mi rider’, ‘himo z20’ and ‘ado a20’. None of Engwe, Rad, Talaria, Aniioki, Himo or Ado appears among the 50 brands in this report’s reach table.
Traffic moved in both directions across the electric specialists this report tracks, and the split lines up with what each site is built around. E Bikeshop, organised around motor type and specification, grew 83% year on year and moved from rank 31 to rank 14. My Next Bike grew 76%, MTB Monster grew 69%, Ecosmo grew 62% and Fully Charged grew 55%. Against that, The Electric Bike Shop fell 72% and moved from rank 16 to rank 48, UK Electric Bike fell 84%, Ebikes.co.uk fell 52% and Volt Bikes fell 14%. E Bikes Direct, the one domain here whose name states the legal category rather than the generic product, fell 6%, which is 12% better than the wider market.
| Brand | Year on year | Vs -18% market |
|---|---|---|
| E Bikeshop | +83% | +101% |
| My Next Bike | +76% | +94% |
| MTB Monster | +69% | +87% |
| Ecosmo | +62% | +80% |
| Fully Charged | +55% | +73% |
| E Bikes Direct | -6% | +12% |
| Market benchmark | -18% | – |
| Volt Bikes | -14% | +4% |
| Ebikes.co.uk | -52% | -34% |
| The Electric Bike Shop | -72% | -54% |
| UK Electric Bike | -84% | -66% |
The sites that grew are organised around a motor type, a wattage class or a dealer relationship a buyer can compare. The sites named after the generic product term fell, in the same year that generic term splintered into import model names and motorcycle words.
Roughly 21,000 searches a month ask for an electric bike shop by location, and almost nothing has been built around what a rider needs after buying. ‘e bike lock’, ‘electric bike lock’ and ‘bike locks for electric bikes‘ carry 800 searches a month between them, against 22,200 for ‘bicycle lock’, down only 7% and 11% better than the market.
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