If you are looking for an online bike store, this review gives you a regularly updated list of stores that serve road cycling enthusiasts best. 

I shop for cycling gear.  A lot. Bikes, wheels, components, clothing, helmets, shoes, power meters and more are on my shopping list for new reviews.  And I’m regularly updating posts I’ve already done to make sure they have up-to-date links to gear or kit I’ve already reviewed at the best prices from the best stores.

Fortunately, most of my shopping is done at one online bike store or another.  Otherwise, I’d be spending a lot of time driving to bike shops within 50 miles of where I live.  I guess I could bike to them, look at all their gear, buy a few things and strap it to my bike, and then hang out at their coffee bars talking about cycling with the salespeople, mechanics, and other customers.  But then I’d never have time to write up new reviews.  (Wait a minute; that actually sounds pretty good!)





Since I do have a family that I also like to spend time with and a budget that I need to keep to, shopping at an online bike store for new gear and kit is usually my most time-efficient and cost-effective option.  Shopping online I can usually find the best prices on the range of enthusiast-level gear I evaluate for the In The Know Cycling reviews.  And if I go to the right online bike store, I’ll get the kind of shopping experience that most bike shops just can’t deliver – from detailed product information to easy ordering of the gear I want that’s already in stock to fast shipping of authorized dealer products to great after sales service.

The problem I run into, and I imagine you do to, is that there are soooo many online stores out there selling cycling gear, a lot of them you may have never heard of.  It can be hard to figure out which ones are the real deal, and among those, which have the best prices, selection and most satisfied customers.  Without having experience with all these online stores or spending a lot of time researching them, it’s hard to know which are the best to buy from.

Fortunately, because I shop for cycling gear a lot, I’ve been building this experience over the years as I write new reviews and update earlier ones.  I follow gear prices closely across many online stores but I also get a good idea of the range of gear they carry and keep in inventory and I periodically check into what their customers say about them to independent services that rate customer satisfaction.

I previously wrote a review that sorted through and categorized about 60 stores I tracked at the time in search of the best online bike store.  I’d never seen a review like this so it seemed like we had put a “stake in the ground,” a starting point to identify the range of online bike stores to reference when you want to buy some gear.  The number of times that post is read every day suggests that many have found it useful.

For this post, I’ve taken the next step.  I’ve reviewed and rated nearly 100 stores now and ranked the ones I recommend you shop at.  The ratings are data-supported, analytically developed, and comparative evaluations of online stores that specifically serve road cycling enthusiasts, those of us roadies that are regular, committed riders who are serious and knowledgeable about the gear we buy. You can see at a glance where stores stand against each other when considering the factors important to you.

Here is the ranking as of March 25, 2018.  If you don’t see a store you know or have heard of on the list, it’s likely because it didn’t make the cut and probably not because I don’t know about.  Later in this post, I’ll tell you which didn’t make the rankings below, roughly 2x the number of stores that did, and why.

A full explanation of how I came up with this ‘Best’ list and what the ratings mean also follows the rankings.


Click on any store name to go to it

Rank Store Price Satisfaction Selection Support Model Location
1 Tredz** 2 2 2 2 Extension UK
2 Tweeks Cycles 2 2 1 2 Discounter UK
3 Competitive Cyclist 1 2 2 2 Service US
4 Chain Reaction Cycles 2 2 2 1 Superstore UK
5 Merlin Cycles 2 2 2 1 Superstore UK
6 Mantel UK 2 2 2 0 Superstore UK/NL
7 Amazon 2 2 1 1 Marketplace INTL
8 eBay Cycling 2 2 1 1 Marketplace INTL
9 Westbrook Cycles 2 2 1 0 Extension UK
10 Slane Cycles 2 2 1 0 Extension UK
11 Wiggle 2 1 2 1 Superstore UK
12 Evans Cycles 2 1 2 1 Chain UK
13 Starbike 2 1 2 0 Superstore DE
14 Bike24 2 1 2 0 Superstore DE
15 Modern Bike 1 2 1 1 Discounter US
16 JensonUSA 1 2 1 1 Discounter US
17 Ribble 1 2 2 1 Superstore UK
18 Cyclestore 1 2 1 1 Discounter UK
19 Pushys 1 2 2 0 Superstore AU
20 Bike-Components 1 2 2 0 Discounter DE
21 Colorado Cyclist 1 2 2 0 Discounter US
22 bikebug 1 2 2 0 Chain US
23 Winstanleys 1 2 1 0 Discounter UK
24 Sigma Sport 1 2 1 0 Extension UK
25 Leisure Lakes Bikes 1 2 1 0 Chain UK
26 Cycles UK 1 2 1 0 Chain UK
27 Hargroves Cycles 1 1 1 1 Chain UK
28 Rutland Cycling 1 1 1 1 Chain UK
29 Planet Cyclery 1 1 1 0 Extension US
30 Probikeshop 1 1 1 0 Superstore FR
31 JeJames 1 1 1 0 Extension UK
32 BikesTiresDirect 0 2 2 0 Discounter US
33 Western Bikeworks 0 2 1 0 Extension US
34 R&A Cycles 0 2 1 0 Extension US
Source: In The Know Cycling, May 5, 2018

** These stores provide In The Know Cycling readers a 10% discount when you link to them from In The Know Cycling and enter the code ITK10 in your cart or basket page.  See details including links to any exclusions on our home page.


Based on all I’ve learned from reading your comments and reviewing the results of an opinion poll I’ve run on the site about online stores, I developed four basic criteria – Price, Satisfaction, Selection, and Support – to rate the stores.  Here’s an explanation of each and how I came up with the 0, 1 and 2 ratings.


We want to buy gear at stores that have the lowest net price.  The net price includes the base price of the product, additional shipping cost if the store charges them, and any taxes that are included in the price.

The stores are rated on Net Price as follows:

0 – Limited discount.  Net prices are normally the same or within 10% of the price recommended by the company that sells the product.  This price is often called the MSRP (manufacturer’s suggested retail price) or RRP (recommended retail price).  In the US, this is often also called the MAP, or minimum advertised price, the price at which stores agree to advertise the product or risk voiding the agreement to sell the companies line of products. MAP is legal in the US but not in Europe or most other countries.

1 – Modest discount.  Net prices across current model year products are typically 10% to 20% off the MSRP/RRP

2 – Deep discount.  Net prices across current model year products are typically 15% to 40% off the MSRP/RRP

Sales and value-added taxes are added depending on where you are having the product shipped to so while they add to the net price, they aren’t different from one store to the next.

Many readers also ask about the import costs when they buy at UK and EU based online store and have it shipped to the US, Canada or another non-EU country.  You want to know what the net price would be of something you buy at the EU based online store versus what it would cost you if you bought it at an online or physical store in your own country.

First, because import fees are imposed by customs rather than stores, it’s not something I can use to compare stores.  Second, because each country imposes import duties and taxes differently, at different rates, only above a certain declared product value, and irregularly or infrequently, it is difficult to include import charges in a rating system even when comparing stores based in one country versus another.

However, importing gear can be part of what it costs you to buy from a certain store so it’s worth digging into it so you know what it might cost you.

First, the better stores work with shippers who have figured out how to work with customs to minimize or avoid charges.  For example, some stores will break up shipments (front and rear wheels) or declare shipment values that are below the level that triggers customs involvement.  Also, some shippers have processes that move their packages through the system with little interruption.  Living in the US, I have only ever had one package charged by customs.

Second, if you are concerned that you’ll end up paying more online if your package does get stopped and charged, you can do a basic calculation to determine if you are better off buying from a store in your home country.  Simply add the cost of getting charged by customs to the net price of the product and compare it to the net price of buying that product either at an online store or bike shop in your home country.

Here’s an example.  Say you live in the United States like I do and want to buy a wheelset that retails for $1200 at a local bike shop in the US.  Let’s say the same wheelset sells for $1000 including delivery from an online store in the UK, a discount level that is typical of the difference between a local bike shop in the US and a good online store in the UK.

If the wheelset from the UK store were to be stopped by customs, it will run about 11% more when you figure in the import duty and handling fee.  My net cost then comes to $1110 from the UK store.  At the bike shop, I’d pay $1260 which includes a 5% state sales tax.

US online stores don’t charge sales tax for goods delivered in my and most states.  Their pricing, selection, and service are also often better than local bike shops.  So for this same wheelset, it is worth comparing the cost of buying the wheelset from a US online store versus the customs imposed charges of a UK store.

Effective March 10, 2016, US Customs raised the value of goods you can import into the country without being subject to charges to $800 from $200  (see the announcement here).  Now you won’t have to worry at all about import charges for anything you buy below that amount.


At a minimum, we want online stores that we can trust and aren’t taking a risk buying from.  Ideally, we want stores that will provide an excellent customer experience from the moment we click onto their site and through every step in the buying experience – learn about, order, deliver, and stand behind a product.

Simply stated: Treat us the way we would expect to treat ourselves.  Nothing less.  We’ve got our riding to focus on and want an outstanding, hassle-free store experience.

The stores are rated on Customer Satisfaction as follows:

0 – Unacceptable/Unknown.  Despite price or other factors that may initially attract you to a store, you run too high a risk of being dissatisfied shopping at a store with this rating.  Customers have rated the experience as poor or only average or there is not enough customer satisfaction data available on this store to reach any conclusion about it.

1 – Very Satisfied.  While there may be a few aspects of the shopping experience which didn’t thrill some customers, most customers rate the shopping experience highly.

2 – Overwhelmingly Satisfied.  These are stores that the overwhelming number of customers rate very highly and would have no reservations recommending to anyone.  

If the store rates a 0, they don’t show up in the rankings above, I haven’t recommended, and I won’t link to it on the site.  You may think I’m setting the bar high for customer satisfaction.  I am.  There are too many online stores with great prices and very satisfied customers to mess with those that are only average at best.

Several of the stores that rate 0 just don’t poll their customers in a systematic way, don’t use one of the independent services to do so or don’t have enough feedback to conclude you should or shouldn’t shop there.  That says to me that customer satisfaction or transparency isn’t high on their list of what’s important to them and that crosses them off my list of a store I want to shop at.

Here are the stores I’ve rated 0 for one of the reasons mentioned above: 4theBike, Art’s Cyclery, BicycleBuys, BicycleWarehouse, BikeBling, BikeExchange, BikeSomewhere, BikePartsExpress,, Bob’s Bicycles, Canada Bicycle Parts, Cambria, Cycledivision, Cycle Surgery, CyclingExpress, Excel Sports, Glory Cycles, Gotta Ride Bikes, La Bicicletta, Pedal the Planet, Performance Bike, PlanetX, ProBike Supply, Rose, TBSM, Torpedo7, Total Cycling, TourCycling, Universal, and Wheelies.

Here are the stores I’ve rated 0 because there is sufficient feedback to reach a conclusion that their customer satisfaction level is only average or less:, BikeInn, Bikester, all of ProBikeKit’s sites, and Race View Cycles.

There are several rating services that collect customer satisfaction data and publish the results.  I lean on TrustPilot and Google Customer Reviews (enter the store url followed by &c=GLOBAL&v=1) as these are these are the most credible services I have found in my research.

There are other rating services like Feefo, BizRate and eTrusted Stores that I no longer consider in my evaluation because some aspects of their approach to collecting and displaying the data are not as comprehensive or independent as those done by TrustPilot and Google.

I’ve looked into these services and others, written about how they work and which ones I think are more credible than others.  You can review that discussion in Customer Service Rating section (here) of my earlier post on online bike stores.

I look at all of this customer satisfaction rating data for the stores to come up with the 0, 1 and 2 ratings you see above.


We want to buy from online stores that have the range of products, brands and models we road cycling enthusiasts ride. And we want to the stores to have those products in inventory when we want to buy them rather than having to order them and wait.

The stores are rated on Selection as follows:

0 – Poor Selection.  Very few brands and models used by road cycling enthusiasts

1 – Limited Selection.  A few of the major brands (3-4 or less) enthusiasts favor in each of the major categories (bikes, wheelsets, components, apparel) or many major brands but limited model range or inventory in those brands.

2 – Broad Selection.  Many (>4) of the major brands enthusiasts favor in each category with a good range of models and good inventory ready to ship.

How do I determine these selection ratings?  First, stores that sell mostly recreational level cycling gear, close-out or older goods, sell just one category like bikes or vintage bike clothing, or cater primarily to triathletes are ranked 0.  They just aren’t stores we’ll find a lot at and aren’t worth spending time at searching for gear.  I haven’t listed these in the table above.

In case you were wondering where some stores went to that you might have heard of or showed up in your Google searches, here are the stores I rated 0 for selection for the reasons I just mentioned: 99 Bikes,, BikesDirect365, Bikewagon, BobShop, Fatbirds, Nashbar, Niagra Cycle Works, REI, Sun & Ski, Trisports, TriVillage.

Stores are rated 1 or “Limited Selection” if they have only a few of brands enthusiasts ride, carry only a few models of a large number of enthusiast brands, or carry only a limited number of a larger range of brands or models in inventory.

For example, stores that carry an Ultegra groupset but only in one or two combinations of crank lengths, chainset and cassette ratios would rate 1 for selection.  If they only carry a couple of the major wheelset brands and a lot of less widely distributed, often national brands, I would rate them 1.  If they sell a wider selection of brands and/or models but you usually need to special order many of these, what they really have is limited and rate a 1 in my book.

There are undoubtedly a number of financial and marketing reasons that some online stores use these strategies, but if you don’t look closely you might think they have a better selection than they actually do.

If the store has exactly what you are looking for in stock at a good price and have good customer satisfaction ratings, perfect.  That’s the store for you.  It doesn’t matter to you at the time you are looking for that specific item that it is one of only a few in the sizes, ratios, standards, colors etc. made in that model.  It’s just that the stores I’m ranking 1 are limited in what they have compared to those that carry much more stock and sell a normal range of options in a given model.

The “Broad Selection” stores I rank 2 carry typically at least a third to a half of the brands that make the range of products which show up in my reviews, the models within those brands that we enthusiasts ride, a good range of options in those models, and carry a lot of it in their inventory rather than having to go back to their distributor to get it when you want to order it.  They also often carry smaller brands that are especially well regarded and for which the manufacturer limits their distribution to stores they have found will service their products very well.


According to a long-running poll, I have up on the site, visitors said they read cycling gear reviews at this site to:

  • “Do some initial research on gear I might be interested in” (25%)
  • “Get in-depth views and recommendations to help me decide what to get” (59%)
  • “Confirm that I’m making the right choice on something I’m ready to buy” (11%)

Only 3% of readers responded that you read reviews to “keep up on what’s happening” without the intention of buying anything.

Knowing you are here on your way to buying something rather than merely “keep up”, I work hard to provide you regularly updated links to the lowest net price, in-stock listings for each product in my reviews after looking at all the stores in the rankings above that sell online and have high customer satisfaction ratings.

I also make sure to link you to those stores that give you exclusive price discounts and codes as readers of this site or that provide the site a commission when you buy through the red links on the site that go directly to the stores and their product listing pages for the gear we’ve reviewed.  Those commissions get plowed back into the cost of running the site and buying gear that we review.  This enables us to keep the reviews independent from industry influences and free of advertisers and the potential bias that can come with them.

None of this may matter to you.  That’s fine.  I will always list the lowest priced store selling the product regardless of how well they support this site as long as their customer satisfaction level is good enough for them to make the ranked/recommended store list.

Quite a few readers, on the other hand, have commented that they want to buy from those online stores that will give them the best deals and that support In The Know Cycling’s unique and independent approach to cycling reviews.  So I’ve come up with the Support rating aligned with those objectives.

The stores are rated on Support as follows:

0 – No Support.  The store offers no unique discount to In The Know Cycling readers and provides no support for sales that it makes through links from this site.

1 – Average Support.  The store offers no unique discount to readers but it supports this site at the same level it supports others sites.

2 – Strong Support.  The store provides this site’s readers with exclusive deals and/or provides more support to this site than others.


For context, I’ve also listed one of a half-dozen categories describing the kind of model the store uses to run its business.  This is an informational description only and doesn’t figure in the store rating.

The good news is that there are many models that online bikes stores are using to be successful and provide you the combination of price, service, selection, and support you want these days.  Some of these models may suit you better than others and can help you choose between them in addition to the ratings.

Here’s are brief descriptions of the model designations you’ll see in the chart above.

Superstore – These online cycling stores are very large and have massive purchasing power, allowing them to sell products typically for 20-40% below the full retail price and sell all over the world.

Premium Service – Need to talk with a gear expert? Really put a premium on speedy delivery and great customer service? These stores set themselves apart with their service while still offering good discounts.

Discounter – These stores offer good discounts, some as much or more than the Superstores though many only in the 20% range.  Some discounters also offer very good service though not to the level of the stores in the Premium Service category.

Chain – Usually a well-known, large chain of cycling or outdoor stores, these sell cycling gear, often with a focus on bikes, at both their physical stores and through their online one.  This gives you an option to see, touch or even ride display models before you buy.  Customers order online and get their gear shipped to their home or to the store for pick up, what’s called “click and collect.”

Extension – These are typically stores with a single location or a small number of stores in a concentrated geographical area that see an online storefront as a way to further extend their business to reach customers far beyond their physical location, sometimes with a unique combination of high-end or niche products.

Marketplace – Amazon and eBay also sell new cycling gear online along with just about every other type of consumer product under the sun.  Smaller cycling brands will use these online goliaths when they are looking for a large distribution channel or marketplace without having to lose profit by going through a distributor who then sells to a retailer.  You will also see online stores that only sell through Amazon and eBay that specialize in buying cycling gear from major brands in deals that smooth out the brands’ inventory.  Note, I only link you to new gear listings from stores with Amazon’s 4* or 5* rating and eBay’s Top Rated Plus buyer ratings.

There are also many large cycling brands like Specialized, Trek, Giant and Cannondale and some of the smaller ones that sell direct to consumers online and through their own branded physical stores and bike shop dealers.  Most sell just their own gear online and at full retail price but occasionally they will discount a line of theirs that is being discontinued and sell it through their online ‘outlet store’ at a discounted price.  I have found no customer satisfaction data on these stores and have not included them in the lists above.

*     *     *     *     *     *

If there’s an online store you have used or are curious about that isn’t one of the nearly 100 that’s either in the table or mentioned elsewhere in this post please let me know in the comment section below and I’ll check it out.

Thank for reading and supporting In The Know Cycling.  If you’ve made it this far, congratulations.  And if you’ve gotten some benefit from reading this or any of the reviews on the site, feel free to support it and save yourself some money by buying your gear through the store links in red or by making a contribution here.  Thank you.

I also encourage you to stay connected!  In the right-hand column near the top of this review, you can sign up to get an e-mail when each new post comes out.  Further down, you can elect to get posts sent to your RSS reader or follow In The Know Cycling updates on Twitter and Facebook.

Enjoy the ride!


  • Be familiar with your country’s import duties and terrifs. For example wheelsets in Canada are free from duty.

    • About wheelsets to Canada, I believe it is 6.5%. Then 5% GST on top. Not sure if PST will apply. However, if the wheels are in parts, i.e. rim, spokes and hubs separate, then it is tariff free. Most bike parts are tariff free. Assembled bikes will attract 12% tariff. So far, in my experience, I always get 12% tariff (via Canada Post) no matter what bike parts, and I have to fill in the form with breakdown and file for refund.

    • Not true, I got a wheelset from wiggles and had to pay dutys, shipped to Montreal.

      • Art, not sure I understand you point. I do write that you may get charged import fees, taxes or duty. My point is that the net cost of buying from UK online stores is likely less than buying at an LBS in the US or CA, even with the fees/taxes/duty included. Did you have a different experience? Steve

  • Here in the UK the net price is the price without VAT, postage etc., the all in one is usually called the gross price. A good bit of research, but if I’m buying online, I usually find a bit of searching can throw up good current discounts, rather than one go to.

  • I always appreciate the thoroughness of you reviews but I’m surprised Nashbar has not been mentioned. I’ve ordered from this US company with delivery to Canada for over 20 years and never been disappointed in terms of selection, delivery and price. Their website is above average and their branded gear has proven to be great value.

    • Valleycyclist, I’m happy you’ve had good luck with Nashbar over the years. I didn’t rank them here although I mentioned them along with a half dozen others in sthe selection section because I found their selection doesn’t have much in the way of the enthusiast level brands and models of wheelsets, bikes, components, clothing and the like my reviews and tnis site focuses on. Regards, Steve

  • If your in the states Ribble/Merlin cannot be beat for groupsets. Unfortunate that US retailers have to go through an extra distributor to get you the product but I have saved hundreds on a 11 speed 105 and Force 22 groupsets. Not to mention Ribble gives you more options (cassette/BB/RD/FD) than US online retailers. I typically get annual maintenance (chains/cassettes/tires/tubes/cables) from either wiggle or ribble depending on price and shipping. Groupsets from Ribble or Merlin, and saddles/bars/pedals from one of the three. No tax, no shipping is a great way to save money.

    • Gordon, Thanks for your e-mail. I regularly review online store groupset prices and update the list of the best in the column to the right and at the end of my groupset post here: You can also find the stores with the best disc-brake component prices here:

      Merlin, Ribble and Wiggle are often among the best but I also find ProBikeKit, Chain Reaction and Evans are in or at the top depending on the components you are looking for. They also cover a good range of sizes. Ribble is the only one that charges for shipping so make sure to add that when you price out gear from them. And PBK offers In The Know Cycling readers a 10% discount code ITK10 which can knock up to USD$60 and CAN$80 off the groupset price as well. Along with those Competitive Cyclist in the US have been competitive on some of the hydraulic disc brake sets too. Shimano has recently dropped prices in the US so some stores will get closer if you prefer to buy state-side. Steve

  • I also buy a lot of bike gear online. My experience reasonably matches yours. One thing you don’t mention is with Amazon Prime, you get free two day shipping. Most, though not all, items on Amazon qualify for Prime; items from third party shops on Amazon are less likely to be Prime. Though UK and European sites often have better prices, returns cross border are more hassle so unless it’s a high dollar item where I know exactly what I want, I tend to order from a US site, typically Competitive Cyclist or Amazon. CC deserves special mention for their amazing online support. The people there are *really* knowledgable and able to answer questions (correctly) better than all but the very very best physical stores.

    One online shop that you should check out is Lordgun Bicycles out of Italy. Wow, their prices can be eye popping low, sometimes dramatically less than even the best UK shops (PBK, Wiggle, Ribble, Total Cycling). Their selection is more limited but on the other hand they carry a bunch of items I don’t find elsewhere. Shipment is super fast. I often receive my order within a few days, almost always within a week. They’ve also been quick and knowledgable with questions I’ve asked or issues that have arisen. I’ve not had to make returns, though, as I’ve shied away from purchasing from UK/Europe if I think I might make a return. Check them out; sometimes my reaction to their prices are, “Can it really be that low?” and it is; and shipment is fast — I receive stuff faster than most other US shops (except Amazon or CC, who are very fast).

    • Eagle, Thanks for your input on Competitive Cyclist and Amazon Prime. Regarding Lordgun, I warn you and all readers not to buy strictly on price. As I write in the post above “At a minimum, we want online stores that we can trust and aren’t taking a risk buying from. Ideally, we want stores that will provide an excellent customer experience from the moment we click onto their site and through every step of learning more about, ordering, delivering, and standing behind the products we go there to check out and buy.”

      There a many great stores that offer a combination of great price and customer satisfaction along with the products you want in stock. There are others where the price looks great but customers rate the service poorly or there aren’t enough customers who have reported their experience with the store to risk shopping there. I do extensive research to make sure to recommend those stores that have very satisfied or overwhelmingly satisfied customers and steer you clear of others. Unfortunately, Lordgun and Total Cycling are two stores that don’t have enough customer reports through credible, independent customer satisfaction services like TrustPilot to rate their service. As such, I suggest readers steer clear of them for now. Steve

    • Claude Dufresne

      Hi Eagle. You said that you bought some items from LordGun Bicycles but I’m curious to know if you had to pay custom fees or they apply the exemption of 800 USD?

      • Claude, I’ve never had to pay duty on a purchase from Lordgun. Shipments have always come to the US very quickly, often in less than a week. I would put my satisfaction at 100%. They’ve answered questions I’ve had immediately over email. I have never, however, had to return anything to them.

        • Thanks Eagle. It’s great to know that. I will order my Mojito helmet made by Kask from them. Like you mentionned, the price is eye popping low (100 USD) compared to what I saw on Jenson (160 USD) or Merlin (137 USD).

          • Note that you do have to pay shipping at Lordgun, whereas it’s free for some (most?) other places, which diminishes the savings a little. Their prices on Sidi shoes and components are often eye-poppingly good, too. For example, Lordgun sells Sidi Genius 7 for $147 (vs. $250), Ergo 4 for $230 (vs. $400) and Wire for $279 (vs. $500).

          • Claude, Eagle… get a room or join a forum. This isn’t a Lordgun ad board we’re running here.

            And, as I said above, I’ve seen no independent customer satisfaction ratings on this store and don’t recommend them or others that don’t have at least 4 of 5 start ratings from a large number of customers.

            As to this store specifically, they sell brands like Sidi, Kask and Zipp into the US from Europe which authorized dealers of these brands are prohibited from doing so at the risk of getting their distribution agreements canceled. If you have an issue – defect or size – you may be out of luck.


  • Hi Steve, prices at are pretty competitive from where i live in Asia, worth a look.

  • Just ordered an Ultegra Di2 groupset from ProBikeKit. It was $1016 after a 5% discount. When it arrived, Junction Box A was missing. I rechecked the ad, and e-mailed PBK, and no, it is not part of the groupset. I guess it’s my own fault, but I think they should post a note stating that this necessary part is not included. This seems like a shady business practice.

    Meanwhile, I ordered the part from Merlin, because they had it for $61, and PBK wanted $68.

    Also, you can get the whole kit, including the junction, from Texas Cyclesport for under $1090. If I had to do it again, I would order from there, especially since you can order shorter wires.

    • Jamie,

      Thanks for your comment. I will forward it on to ProBikeKit and ask them to respond.

      Please note that different stores sell different packages at different price points so it’s good to check. As you noted, PBK sells this groupset without junction box A. Merlin sells it with junction box A, but at about $175 more for the set than what you paid at PBK. Texas Cyclesport sells it with an external battery for the price you found. Others sell it without the power kit. Etc. Seems like you got the best price for the kit with an internal battery even after buying the junction box separately.


      • Hi Steve, thanks for the reply. Di2 is a complicated setup, and unfortunately, it seems that sellers are trying to take advantage of the confusion. Everyone wants to appear to be the cheapest, but then there may be little hidden costs. I guess that’s just how marketing works though.

        Meanwhile, I’ve run into another hiccup. The Front Derailleur I received with the groupset from PBK arrived damaged. The little hook on the back that is supposed to hold the wire in place is missing. There is a jagged piece sticking out, as if it broke off. I don’t see it in the bag though, so I don’t think it was damaged in shipping.

        I e-mailed PBK customer support yesterday, but I haven’t heard anything yet. Their customer support response is usually 24-48 hours, so I’ll keep waiting, and I’ll let you know what happens.

  • Steve and fellow readers,

    I am new to cycling and have been an active budget shopper for the last few months. I have used Competitive Cycling, ProBikeKit, Merlin, Chain Reaction, Amazon, Sierra Trading Post, and Pactimo. Here’s what I’ve found: Competitive Cycling consistently offers the quickest turnaround. I have placed an order at 8:00 p.m. and received the package the next day on more than one occasion (and no, I didn’t pay for expedited shipping). Yes, I live in Colorado and they ship from Utah. Still, they put their orders in the mail FAST. PBK and Chain Reaction are about the same: not as fast as Competitive Cycling, but good. Merlin was slow. Took 9 days to receive my order. Amazon is Amazon. Sierra Trading Post has the best prices. Limited selection, but if you find it there, pounce. I have found some Castelli items there. Lastly, Pactimo has reasonable pricing for very good quality. I have been impressed with the bibs and jerseys I have ordered from them. My two cents. Thanks for running such an incredibly useful site. Very helpful.

  • Thanks for the follow-up Steve. I placed the original order on May 16. It took a little over a week to arrive. It was packed poorly, and the box was battered when it arrived. The post office had trouble figuring out the address because it had so many labels and stamps on it, so I had to pick it up from the post office directly. I contacted them at the end of the month about the missing junction. They told me that the junction was not part of the kit. Then I wrote the post for your blog, and wrote to them again. That junction is essentially the “brain” of the drivetrain, so it seems like an odd piece to omit. I purchased the missing part from Merlin Cycles. In response to my posting on the ITK message board, they agreed to reimburse me $60. I just checked their website, and it looks like they now include the part, but they have raised the price. I also e-mailed them at the same time because the FD arrived broken. After several e-mails back-and-forth in which they stated that they had already resolved my issue or that I was mistaken, I finally sent them a picture of my FD, a stock image, and an image of the instruction manual, pointing out the broken section, and they agreed to send me a replacement if I sent them the damaged item back first. I sent it back, and they refunded my shipping, but then there was more confusion over sending a replacement. As it turned out, they did not have a replacement. After waiting a week, I proposed that I order one from another vendor, and they could reimburse me. They agreed to this, and I ordered it from Art’s Cyclery for $140. It arrived on June 24th. I received the refund on June 22nd. All told, I spent $1016, which is still the best price, and they did make everything right in the end. However, it took 5 weeks for me to get everything. Also, their e-mail response time is often 48 hours, which is unacceptably slow, IMHO, especially since most other outfits respond within hours or even minutes. Additionally, you can’t e-mail them directly, you can only e-mail them through the website, so you won’t necessarily have a constant conversation with the same customer service rep. Finally, they seem to get confused or misunderstand e-mails. As a result, I may e-mail them on Monday, get a response on Wednesday, but the response is incorrect, so I clarify, then I get a follow-up to my clarification on Thursday or Friday. From my experience, I would not award them a “2” for customer service. However, I have had outstanding customer service from Merlin, Jenson, and Art’s.

  • I was just talking to my LBS owner today and he said that there is a horribly unfair playing field that allows stores like Wiggle to compete against US stores.

    The first thing doesn’t bother me as much – but the UK has anti price-fixing laws to protect consumers. In other words, it is more difficult for a company to dictate a price a product must be sold at, allowing the retailer to sell a product at whatever price they want.

    The second thing bothers me a lot. According to my LBS owner, to help strengthen bike shops there, they help subsidize shipping. So if you buy something from Wiggle, UK tax payers are paying for most the shipping costs to get to your door.

    In the brick-and-mortar vs on-line economic models, on-line benefits from centralization and not needing as nice a place to hold their inventory, but then they have to ship their goods which can be an equalizer. By covering shipping, this threaten the health of US bike shops.

    Anyway, know that when you get a good deal at a UK-based shop, it is an uneven playing field and your LBS is the victim.

  • I was looking for Shimano Dura Ace Wheel sets and came across a great deal from Competitive Cyclist. Before ordering I searched their approval ratings and found a lot of unsatisfied customers so wondering why they made it to #3?
    http/ Cyclist.

    • Greg, Thanks for your comment. Reseller Ratings has been eclipsed in the last couple years by other independent rating services including Trust Pilot (mostly Europe) and Google Trusted Stores and their aggregation service all of which get a lot more customer feedback. Note that the Reseller Rating report you linked to has 19 reviews and the most recent one is July of 2015. The Google Trusted Store review for Competitive Cyclist rates 4.8 out of 5 stars and there with over 10,000 reviews including pages and pages of recent ones. You can see the comments here That service level along with their outstanding selection and competitive pricing (for US stores at least) rates them very high. They’ve also been very supportive of this site and our readers. I’ve also used them extensively for my own purchases and they’ve never missed a beat. Steve

    • I have place many, many order from Competitive Cyclist (and owner over the years. I would estimate at least 100, and could easily be twice that or more. I’m scared to look at my 5 year order history. I’ve always had a great experience with both CC and; literally, not a single bad one. Their online support is extremely knowledgable about very technical bike things — like talking to a top mechanic at your LBS. Returns are handled with no problems. I even bought a bike travel case from them, used it on a trip, was dissatisfied with it, and they let me return it used for a full refund.

      • +1 for Competitive Cyclist (and BackCountry). They may not have the cheapest prices around, but they are by far the easiest to deal with of all the major names I’ve ordered from.

  • Hi Steve. I’ve been in contact with Tweeks Cycles about the purchase of a helmet I want and specifically about the import fees. It’s clear they don’t want to talk about these fees saying it’s not under there control. I was surprised that they don’t want to confirmed the new rules you’re talking about in your blogue (the announcement made by the US Customs that raised the exemption from 200$ to 800$ relating to shipments). It’s not the only company that don’t want to talk about that exemption. It’s the same situation with Merlin, Ribble and Bikeinn. What is wrong with these companies? Should we prefer to do business with companies like Wiggle, Probikekit, Chain Reaction, Evans Cycles or Cycle Store where that exemption is clearly put forward on their site or we just have to take for granted that exemption?

    • Claude, Stores have different personalities. I suspect part of the reason Wiggle, etc. talk about the exemption because they a marketing opportunity while Tweeks Cycles, etc. are more risk averse and don’t want to make claims they don’t control. Either way, $800 is the current level set by the Uncle Sam and there are a lot of other considerations that stores need to focus on to give you good customer satisfaction, product selection and prices, all of which the stores you mentioned do and that’s why I’ve recommended them (save for BikeInn – lower customer sat levels than the others).

  • “As to this store specifically [Lordgun], they sell brands like Sidi, Kask and Zipp into the US from Europe which authorized dealers of these brands are prohibited from doing so at the risk of getting their distribution agreements canceled. If you have an issue – defect or size – you may be out of luck.” Steve, on your list of top online stores, the vast majority of them are in Europe selling into the US; 4 of your top 4, 8 of your top 10, and so on.

    • Ross, Never used them myself. Here’s a link to a site with customer feedback about them that goes back a few years. It’s not very positive. They aren’t listed with TrustPilot or invested in getting feedback by signing up with Google Trusted Stores or another independent customer review site. This would also dissuade me from using them or recommend you do so. Steve

  • Hello, Just a heads up if you are in the United States of America. Be careful with “Bob Shop – Best of Bikewerr” they apparently are hiding behind a trust shield base in the UK that requires registration.

    • Robert, As you’ll see in the post, Bobshop is a store I’ve rated 0 for customer satisfaction which means you shouldn’t shop there. Sorry if you are finding this post a little late. Steve

  • Hay,

    Is your code ITK10 not valid at anymore?

    As I entered, it was written:
    The discount code you entered is not an active offer. Discount Code expired on: 14 nov. 2017 23:55

    Best regards,


    • Robert, Working through this with ProBikeKit now. Hopefully resolved in the next 24-48 hours. Thanks, Steve

      • I have removed ProBikeKit from the list of stores I recommend because their customer satisfaction ratings have fallen below acceptable levels for online bike stores.

        Fortunately, there are many stores with good or great customer satisfaction, many which offer competitive prices and several that provide exclusive 10% discounts for ITKC readers. My latest ratings are available here

        • That’s too bad. I’ve been fortunate to have only good transactions with them.

        • I found them because of this site and I too have only had good experiences from them. Though I have found that Performance Bikes will match their prices here in the states on Continental Tires and I don’t have to wait for shipping.

      • I have removed ProBikeKit from the list of stores I recommend because their customer satisfaction ratings have fallen below acceptable levels for online bike stores.

        Fortunately, there are many stores with good or great customer satisfaction, many which offer competitive prices and several that provide exclusive 10% discounts for ITKC readers. I’ve updated my ratings above.

  • Hi, great amount of time effort and advice you kindly offer. I have tried to use the ITK10 code with Tredz and it states the ITK10 promotion code has expired. Drat, that could have really helped me out! Any chance you could investigate if this is a temporary thing or will a new code be issued. Freewheeling – kind regards.

    • Andrew, Let me get with Tredz on Tuesday. I’m seeing it work for some products and not others. They may have added some restrictions that I’m not aware of. I’ll post an update as soon as I hear back from them. Thanks. Steve

      • Andrew, the 10% discount at Tredz on purchases over £50 exclusively for In The Know Cycling readers is working again. Make sure to click through a Tredz link from this site and enter code ITK10 on your basket page to get the discount. Steve

  • ExcelSports out of Colorado is a great online resource, far better than Amazon which should not be on the list

    • Jason. Neither of the independent rating services that I rely on and that most online bike stores encourage their customers to provide feedback to have reports on Excel. That’s why I don’t list them. As to Amazon, I noted in the post that I only link to new gear listings from stores with Amazon’s 4* or 5* rating (and eBay’s Top Rated Plus buyer ratings). Steve

  • Hi loved the review! I’m wondering about ( removed from original comment – Steve ) Please let me know they seem to have a bike I really want I just dont know if I am to trust them or not. THANKYOU FOR YOUR TIME AND CONSIDERATION. John S.

    • John, Don’t come up on TrustPilot or Google’s rating services. A simple Google search shows many report the site to be a scam. Do your homework… or buy only from the sites I’ve already done homework on that you see in the post above. Steve

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