Your guide to direct-to-consumer bikes

For many years, the options for buying a quality bicycle were limited—you either went to your local bike shop or drove out of your way to find the right bike. While department stores sold bikes, they often didn’t meet the standards of true quality. This model stayed the same until direct-to-consumer (D2C) bike companies started to rise in popularity.

Traditionally, bicycles went through several steps before reaching the customer. For example, if you bought a road bike from a bike shop, it was likely made overseas and shipped there through a distributor. The process 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. So instead of going through a distributor and a retailer, the model becomes: Manufacturer → Consumer. You simply visit a bike company’s website, click “buy,” and within a week, it arrives at your doorstep.

How We Got Here

Several factors led to the rise of D2C bikes. First, the internet made online shopping possible. But even before the pandemic, bike companies had websites where people could browse but not buy. What changed? Our habits shifted—convenience became king. Now, anything we want is just a click away, whether it's shoes, food, or even a bike.

The pandemic accelerated this trend. While D2C brands existed before 2020, the lockdowns pushed more people online. With bike shops closed or out of stock, buying a bike online became a practical choice. Urban e-bikes, once popular only in Europe and Asia, gained traction in the US as people needed safe, efficient transportation.

Why Buy D2C?

One major reason to choose D2C is cost. Removing the distributor and retailer saves money. These middlemen mark up the price, so buying directly lowers the cost. This allows companies to offer better components at a lower price. For example, a $4,000 D2C mountain bike might have high-end parts, while a similar-priced bike from a shop might have mid-range components.

D2C also offers more choices. Bike shops have limited space and may not carry every brand or model. With D2C, you can explore multiple brands, compare specs, and even customize your bike. Some companies let you pick frame colors or component upgrades, making each bike unique.

Why Not Buy D2C?

There are downsides to D2C bikes. One is the lack of test rides. Without visiting a store, it's hard to know if a bike fits or feels right. Size is a common concern. Even with size charts, you might end up between sizes. However, many companies offer return policies, allowing you to try the bike and return it if it doesn't work.

Some assembly is required. You’ll need to attach the front wheel, handlebars, and seat post. While manageable, mistakes can lead to extra costs. Also, not all bike shops repair D2C bikes, so it's important to check local service availability.

The Hybrid Model

Many traditional bike brands now sell directly online, but they still work with authorized retailers. When you buy from their site, the bike is sent to a nearby dealer who sets it up for you. This combines the convenience of D2C with the support of local shops.

If you prefer professional setup, reach out to a local shop or mobile mechanic. They can assemble the bike for you, giving you peace of mind. This hybrid approach lets you enjoy the benefits of both worlds.

What to Look For When Researching Brands

When choosing a D2C brand, consider its reputation and longevity. Established companies are more reliable and offer better warranties. Read reviews, but keep in mind that negative reviews are more common. Check return policies and warranty details, as these vary widely among brands.

Below is a table with warranty periods, return windows, and conditions for popular D2C brands:

What to Consider in Your New Bike

Fitting is crucial. Bike frames are designed for average body types, so if you’re outside the norm, a custom fit might be necessary. Use online calculators or consult forums for guidance. Geometry charts can help you compare different models.

Ensure the bike uses standard parts for easy maintenance. Avoid brands that use proprietary components, which can be hard to replace. For e-bikes, look for UL-certified batteries and motors, like Bosch or Shimano, to ensure safety and serviceability.

Drivetrain levels vary by brand. Higher-tier models offer smoother performance, while entry-level ones are more affordable. Compare Shimano and SRAM hierarchies to find the best match for your needs.

Assembling Your D2C Bike

Most D2C bikes arrive mostly assembled, but you'll need to do some basic installation. Take photos of the package and bike upon arrival to document any damage. Most companies provide tools, except for a tire pump. Follow step-by-step guides on their websites.

Use grease on axles and assembly paste on handlebars and seat posts to prevent slipping. A torque wrench is essential for proper tightening. Check all bolts after assembly, as some may have loosened during shipping.

Higher-end bikes often ship without pedals due to personal preferences. If yours comes with them, consider upgrading for better performance and comfort.

If It Just Isn’t Right

Don’t rush to return your bike. Make adjustments like raising or lowering the saddle, changing the stem length, or adjusting handlebar angle. Give it time to break in, especially if you're new to cycling. Saddle discomfort often improves with regular riding.

If you still aren’t satisfied, follow the return process carefully. Clean the bike, repack it, and use the provided shipping label. Don’t keep a bike that doesn’t suit you—your investment deserves a good fit.

Consider Protection

Bike theft is a real issue. According to Project 529 Garage, a bike is stolen every 30 seconds, and less than 5% are recovered. Crashes can also happen, causing expensive damage or injury.

To protect your investment, consider a specialty bike insurance policy. Velosurance offers coverage for theft, damage, medical expenses, and more. With over a decade of experience, we can tailor a policy to fit your cycling lifestyle.