Your guide to direct-to-consumer bikes

For many years, the options for buying a quality bicycle were limited—you had to go to your local bike shop or drive out of your way to find what you wanted. Department stores did sell bikes, but they rarely matched the quality of those sold at specialty shops. This model stayed in place until recently, when direct-to-consumer (D2C) bike companies started making waves.

Traditionally, bicycles went through several steps before reaching the customer. For example, if you bought a road bike from a local shop, it was likely made overseas and transported there via distributors who worked with manufacturers. The chain usually looked like this: Manufacturer → Distributor → Retailer (bike shop) → Consumer. In some cases, the brand itself acted as the distributor.

Direct-to-consumer means that bikes go straight from the manufacturer to the consumer, skipping the middlemen. This changes the traditional model to: Manufacturer → Consumer. So instead of visiting a store, you simply go to a company’s website, click “buy,” and the bike arrives at your door within a week.

How We Got Here

Several factors led to the rise of D2C bikes. First, the internet made online shopping possible. However, for a long time, bike brands only let people browse their products online without actually purchasing them. What changed? Our habits. We now expect convenience—anything we want is just a click away. Why not bikes?

The pandemic also played a role. While D2C bike brands existed before 2020, the crisis accelerated their growth. With indoor spaces closed, outdoor activities like cycling boomed. Many people turned to bikes for exercise and commuting, especially e-bikes. Urban e-bikes, once popular in Europe and Asia, gained traction in the U.S., changing how people moved around cities.

Why Buy D2C?

One of the main reasons to buy directly from a manufacturer is cost. By removing the middlemen, D2C brands save money, which they pass on to customers. These savings allow companies to invest in better components and innovation.

D2C bikes often offer premium components at lower prices than traditional retailers. For instance, a $4,000 mountain bike from a local shop might have mid-level parts, while the same price on a D2C model could get you top-tier components and even a carbon wheelset.

Shopping D2C gives you more options. Local bike shops often carry limited selections based on demand. With D2C, you can explore multiple brands, compare specs, and choose exactly what you want—all from home.

Many D2C brands also offer customization. You can choose suspension, drivetrains, wheels, and even paint colors, giving you a unique bike tailored to your preferences.

Why Not Buy D2C?

There are downsides to buying D2C. One is the lack of test rides. Unlike a local shop, where you can try a bike before buying, D2C requires trust in the size and fit. Getting the wrong size can be frustrating, especially if you’re between sizes.

Some D2C brands offer return policies, but you need to ensure the bike is in good condition. Others have physical locations where you can test ride. Companies like Canyon, Rad Power Bikes, and Commencal have stores where you can try bikes before buying.

Assembly is another consideration. Most D2C bikes come mostly assembled, but you’ll need to install the front wheel, handlebars, and seat post. If something goes wrong during setup, you may be responsible for repairs.

The Hybrid Model

Even big brands like Specialized and Trek now offer D2C options. Some models are still available only through authorized dealers. When you buy from these companies, the bike is often sent to the nearest dealer for pickup. This allows for professional assembly and support.

If you prefer a local dealer, check if the brand has one near you. If not, consider hiring a local mechanic to assemble the bike. This way, you can enjoy the benefits of D2C while still getting expert help.

What to Look for When Researching a Brand

When choosing a D2C brand, look for longevity. Established companies are more likely to last and provide support. Check warranties—some offer lifetime coverage, while others have shorter terms. Also, read reviews, but remember that negative feedback is more common than positive.

Consider the return policy and trial period. Make sure you can return the bike if it doesn’t work for you. Some companies start the trial after delivery, so check the timeline.

Warranty details matter too. Frame warranties are important since the frame is the most expensive part. Other components may have different coverage periods.

Here’s a quick summary of warranty periods and return policies for popular D2C brands:

Some models may be out of stock, so check delivery timelines before placing an order. Also, if you're buying an e-bike, make sure local shops can service it, as not all do.

What to Consider in Your New Bike

Fitting is crucial. Bike frames are designed for average body types, so if you fall outside the norm, a proper fit is essential. Use online calculators or consult forums for advice. Always check geometry charts and, if possible, speak with a professional.

If you already own a bike that fits well, use resources like Geometry Geeks to compare. This helps you find similar bikes that you can test ride locally or through social media groups.

Make sure the bike uses standard parts for easier maintenance. Avoid brands that use proprietary components unless you know they will be available for years.

If you're buying an e-bike, check that the battery and motor are UL-certified. Brands like Bosch and Shimano are reliable choices, as they are widely supported by repair shops.

Drivetrain levels vary, and each offers different performance. Refer to the table below for a breakdown of Shimano and SRAM road and mountain bike groupsets.

Assembling Your D2C Bike

Most D2C bikes arrive mostly assembled, but you'll need to complete some steps. Before starting, take photos of the box and the bike to document any damage. If you find issues, contact the company immediately.

Companies usually include tools, except for a pump. Assembly is typically simple: attach the front wheel, handlebars, and seat post. Use grease on axles and assembly paste on handlebars and seat posts to prevent slipping. A torque wrench is recommended for bolts with specific torque specs.

If your mountain bike has air suspension, check if a shock pump is included. If not, consider purchasing one. After assembly, double-check all bolts to ensure nothing was missed during shipping.

Higher-end bikes often ship without pedals, as they are highly personal. If your bike comes with basic pedals, consider upgrading for a better riding experience.

If It Just Isn’t Right

You've invested in a bike, so make sure it works for you. If the fit isn't right, try adjusting the saddle height, position, and handlebar angle. You can also change the stem length or adjust spacers to improve reach and comfort.

Saddle discomfort is common for new riders. Give it time—your body needs to adjust. If the problem persists, consider replacing the saddle rather than the entire bike.

If the bike still doesn’t work, follow the return process. Clean the bike thoroughly, keep the original packaging, and contact the company for a shipping label. Don’t keep a bike that doesn’t suit your needs.

Consider Insurance

Theft, crashes, and injuries are common concerns for cyclists. According to Project 529 Garage, a bike is stolen every 30 seconds, and less than 5% are returned. Protect your investment with a specialized bike insurance policy.