See my up-to-date list of the best Black Friday store, category, and brand deals and best prices on products I recommend.


Summary: Shopping at an online bike store can save you time and money and provide the kind of product selection, delivery speed, and user experience that many local bike shops can’t compete with. Of the nearly 100 stores I track, I rank Competitive Cyclist, BTD (BikeTiresDirect), Tredz, Merlin Cycles, and Bike24 as the best online bike stores for road cycling enthusiasts based on their prices, selection, customer satisfaction, and support.

I shop for bike gear. A lot. Bikes, wheels, components, bibs and jerseys, helmets, shoes, power meters, and all sorts of tires, cassettes, tools, and food are on my shopping list for new reviews and to keep me and my test bikes dialed in.

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 bike gear, buy a few things, and strap them to my bike for the ride home. I could also just 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 and buying bike parts online is usually my most time-efficient and cost-effective option. When I shop online I can usually find the best prices on the range of enthusiast-level bike gear I evaluate for the In The Know Cycling reviews.

And if I go to the right online bike shop, 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 bike 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 too, is that there are soooo many bike stores out there selling bike gear and bike parts online, a lot of them you may have never heard of and those you may hear of for the first time when you do a product search. It can be hard to figure out which stores are the real deal, and among those, which have the best prices, selection, and most satisfied customers.

Bottom line, it’s hard to know which are the best stores to buy from.

Fortunately, because I shop for bike gear and bike parts online a lot, I’ve been building this experience over the years. I follow prices closely across many online stores. I also get a good idea of the range of bike gear they carry and keep in inventory and periodically check into what their customers say about them from independent services that rate each store’s customer satisfaction.

To share what I’ve learned with you, I’ve reviewed and rated nearly 100 online bike stores and ranked the ones I recommend you shop at. They are based on prices, customer satisfaction, product selection, and reader support.

The ratings are data-supported, analytically developed, and only compare online bike shops that serve road cycling enthusiasts, those of us roadies that are regular, committed riders who are serious and knowledgeable about the bike gear we buy. I update this review and ranking every quarter.


1Competitive Cyclist2222SuperstoreUS
2Tredz Limited (2)2222ExtensionUK
3Merlin Cycles2222SuperstoreUK
5BTD (BikeTiresDirect)2212DiscounterUS
6Mantel (3)2210SuperstoreUK/NL
7Slane Cycles2210ExtensionUK
8FuturumShop (7)2210SuperstoreNL
9Performance Bicycle1221DiscounterUS
11Sigma Sports1220ExtensionUK
13JeJames (2)1220ExtensionUK
14Planet Cyclery1212ExtensionUS
16Leisure Lakes Bikes (2)1211ChainUK
17Tweeks Cycles1211DiscounterUK
18Pedal Revolution (2)1210ExtensionUK
1912GoBiking (6)1210ExtensionNL
21Tree Fort Bikes (1)1110DiscounterUS
22Hargroves Cycles1110ChainUK
23Brands Cycle & Fitness1110ExtensionUS
24Pro Bike Supply1110DiscounterUS
Source: In The Know Cycling, November 15, 2023

Unless noted, stores listed above ship internationally. 
(1) Ships only to US and Canadian residents 
(2) Ships only to UK residents 
(3) Ships only to UK and European residents  
(4) Don't ship to UK and European residents
(5) Ships only to European residents
(6) Ships only to Netherlands and Belgium
(7) Don't ship to US and Canadian residents

In The Know Cycling is ad-free, subscription-free, and reader-supported. If you want to help keep it rolling without any added cost to you, buy your gear and kit after clicking the store links on the site. When you do, we may earn an affiliate commission that will help me cover the expenses to create and publish our independent, comprehensive and comparative reviews. Thank you, Steve. Learn more.

If you don’t see an online bike shop you know or have heard of on the list, it’s likely it didn’t make the cut. About 2/3rds of the stores I track didn’t. A full explanation of how I came up with this ‘Best’ list, what the ratings mean, and the names and reasons why those that didn’t make the list follows.

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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 about what matters to you to rate each online bike store – Price, Satisfaction, Selection, and Support.  Here’s an explanation of each and how I came up with the 0, 1, and 2 scores you see in the ratings above.


We want to buy bike gear at stores that have the lowest net price.  The net price includes the base price of the product, additional shipping cost if the online bike shop 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 and most other countries.

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

2 – Deep discount.  Net prices across many 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 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 a 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 bike 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 online bike stores and places to buy bike parts online work with shippers who have figured out how to work with customs to minimize or avoid charges. For example, some stores will break up sales and shipments of high-priced items (like your front and rear wheels) or declare shipment values that are below the level that triggers customs involvement. You can do this too by keeping the total invoice on the items you purchase on any order below the amount that will trigger import charges.

Also, some stores use shippers that have processes that move their packages through the system with little interruption. Living in the US, I have only ever had one package coming from overseas charged by customs. I stopped using that store!

Second, if you are concerned that you’ll end up paying more from an online store 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.

Depending on the state you live in, US online stores may or may not charge sales tax for goods delivered to you. 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 2016, US Customs raised the value of goods you can import into the country to $800 without being subject to charges. 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 bike shops 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. On average, customers rate the store less than 4 out of 5 stars meaning they’ve racked up a fair amount of average, poor, or bad ratings, or there is not enough customer satisfaction data available on this store to reach any conclusion about it at all.

1 – Very Satisfied. While there may be a few aspects of the shopping experience that didn’t thrill some customers, they rate the shopping experience very highly overall with at least a 4 out of 5-star rating.

2 – Overwhelmingly Satisfied. These are stores that the overwhelming number of customers rate very highly and would have no reservations recommending to anyone. A high 4-star rating is typical of these stores and less than 10% of their customers have called them average or worse. 

If the online bike shop rates a 0, they don’t show up in the rankings above, I haven’t recommended it, and I won’t link to it on the site. You may think I’m setting the bar high for customer satisfaction. You are right. There are too many online stores with great prices and very satisfied customers to mess with those that are only average or good 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 because there’s no or too little feedback about them from independent services:  Amain Cycling, BicycleBuys, BicycleWarehouse, BikeBling, BikeExchange,, BikeSomewhere, Bob’s Bicycles, Canada Bicycle Parts, Excel Sports, Glory Cycles, La Bicicletta, Mike’s Bikes, MyBikeShop, Pushys, TBSM, Torpedo7, Total Cycling, TourCycling, Universal, Westbrook, and Worldwide Cyclery.

Here are the stores I’ve rated 0 because there is sufficient feedback to reach the conclusion that their customer satisfaction level is average or worse: 4theBike, bikebug, Alltricks,, BikeInn, Bikester, Cycle Surgery, Evans Cycles, Lordgun, ProBikeKit outside the UK and US, R&A Cycles, Rose, and Wheelies.

There are several rating services that collect customer satisfaction data and publish the results. I lean on TrustPilot and Google Customer Reviews as these are the most credible services I have found in my research. Occasionally they disagree; when they do I put a premium on what customers have told TrustPilot because of the quality of their feedback.

There are other rating services like Feefo and BizRate that I no longer consider in my evaluation because some aspects of their approach to collecting and displaying the data are not as comprehensive, independent, or transparent as those done by TrustPilot and Google. When those or similar services make up the bulk of the Google aggregate rating, I disregard that as well.

There are also services like eTrusted Shops that provide a money-back guarantee for consumers under a specific policy. That’s nice if you have a problem but having this service says nothing about how satisfied customers are with the store. Others like GeoTrust or Trustwave tell you a site complies with certain procedures for secure credit card use but nothing about how happy customers are doing business with the site.

I don’t consider Facebook, Yelp, or other social media ratings of stores. These are not collected independently of the store or have any kind of validation process.

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 bike stores that have a good range of the products, brands, and models we road cycling enthusiasts ride, wear, and use. There are many other stores that cater mostly to recreational or mountain bike cyclists, triathletes, hikers, runners, etc., but carry a few lines or products that enthusiasts might buy as well. Finding what most enthusiasts look for at these stores is a bit like finding needles in a haystack. Your time is better spent going to stores that specialize in selling needles and very little if any hay.

We also want to shop at stores that have the enthusiast select of products in inventory when we want to buy them rather than having to order them and wait for the dealer to deliver them to the store and then to you. We can all do that locally.

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 good range of products or models from 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 a limited model range or inventory in those brands.

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

How do I determine these selection ratings?  First, stores that sell mostly recreational level bike gear, close-out or older goods, sell just one category like bikes or vintage bike clothing, or cater primarily to triathletes or MTBers are ranked 0. They just aren’t stores we’ll find a lot at and aren’t worth spending time 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, Art’s Cyclery (no longer selling online),, BobShop, Cambria, Colorado Cyclist, CyclesUK, Cycledivision, Modern Bike, Nashbar, Planet X, Power Meter City, REI, Ribble, Rutland Cycling, Sun & Ski, Trisports, Winstanleys.

Stores are rated 1 or “Limited Selection” if they have only a few 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, an online bike shop that carries 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 for the product you are looking for. 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 polls I’ve run on the site over the years, readers have said they read bike gear reviews at In The Know Cycling principally to “get in-depth reviews and recommendations on gear I’m planning to buy”.

A smaller group of you read the site either to do some initial research or confirm what you’ve decided to buy is the right choice. Very few read the site to keep up on what’s happening in bike gear. That’s good because I don’t offer the kind of press-release coverage of new gear that most ad-supported cycling publications do to keep their advertisers happy.

Knowing the overwhelming number of you are here on your way to buying something rather than merely browsing with no intention to buy in the near term, 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 online bike shops 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 me to keep the reviews independent from industry influences and free of advertisers and the potential bias that can come with them.

Quite a few readers have commented that they want to buy from an online bike store that will give them the best deals and that supports 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 discount to In The Know Cycling readers and provides no commission to the site for sales that it makes through links from this site. Those links are in black.

1 – Average Support. The store offers no unique discount to readers but it supports this site at the same level it supports other sites. Those links are in red.

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


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

The good news is that there are many business models that online bike 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 bike gear expert? Really put a premium on speedy delivery, no-hassle returns, 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 bike gear, often with a focus on bikes, at both their physical stores and through their online ones. 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 bike 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 bike 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.

*     *     *     *     *     *

Is 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.

If you’ve benefited from reading this review and want to keep new ones coming, buy your gear and kit after clicking the store links in this review and others across the site. When you do, we may earn an affiliate commission that will help me cover the expenses to create and publish more ad-free, subscription-free, and reader-supported reviews that are independent, comprehensive, and comparative.

If you prefer to buy at other stores, you can still support the site by contributing here or by buying anything through these links to eBay and Amazon.

You can use the popup form or the one at the bottom of the sidebar to get notified when new posts come out. To see what gear and kit we’re testing or have just reviewed, follow us by clicking on the icons below.

Thanks, and enjoy your rides safely! Cheers, Steve

Before asking me about a store you are interested in,

Add the store’s URL to these links:
For Trust Pilot –
For Google Customer Reviews –

If they have less than 4 stars with at least 100 reviews or no matter how many stars with less than 100 reviews, I don’t recommend you shop there. Any other rating system – Facebook, Yelp, Testsieger, eTrusted Shops, etc., etc., etc., are not independent rating services. Ignore their ratings. Steve


  • Well done. Thanks for an excellent article and for a clear explanation of how you derived the rankings. I’ll add a note about Competitive Cyclist. I now do all of my buying there. When I have found a better price (which is, according to your article, their only slight weakness) they have matched it. Their service is unsurpassed and that includes warranty repairs/exchanges. I’ve worked directly with Kyle Brown there and have found him to be exceptionally helpful and cooperative. The other sites may offer a slightly better price but overall my experience at CC has been exceptional.

    • Scott, Thanks for your feedback. As a general comment, if you want to support the site please make sure to ask any representative you contact after linking from In The Know Cycling (if that’s what you did) that you support the site and would like them to honor the credit the site gets regardless of whatever deal they are able to swing for you. That way it becomes a win-win. Thanks, Steve

  • Steve,
    About half-way down the article you have indicated the minimum import ceiling:

    “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.”

    Is that a typo? Should there be another 0 on that to raise it to $2,000?

  • Wow. There’s a lot of work gone into that! Great effort. Lots for me to try. I’ve had a lot of success with high on bikes. Discovered them on eBay as regularly the cheapest option but super quick service.
    Agree with the service comments on several of those stores mentioned.

    • Martin, Thanks for bringing them to my attention. Strong customer satisfaction rating with TrustPilot. More of a recreational cyclist selection though. Few of the higher performance stuff that enthusiasts look for. Cheers, Steve

  • I shop at Western Bike Works/Braking Cycles/Bike Tires Direct (same company) frequently. Since they are local, I just stop by and pick up goodies. They have great prices if you sign up for their free VIP membership and hit their web sites. Western Bike Works shop listed prices are way higher. I frequently save 30%+.

    • Reboot, Thanks. Sounds like you found a good LBS/online store to fill your needs. They are on the list but prices on current year models are generally at standard MSRP levels. Discounts I see there are on clearance items which is what most stores will do. Loyalty programs are good but you gotta spend a lot at one store over time to see a big benefit that other stores can offer every time. Best, Steve

  • Hi Steve, great article – THANKS! I’ve used Merlin a lot and have always been satisfied. I was wondering if you’ve had any experience or relationship with ProBikeKit USA? Some of their component prices seem a lot less than stores you’ve listed. Thanks again for a great article!

    • Hi Chris, Thanks for your comment. I don’t link to them regardless of their prices because their customer satisfaction ratings aren’t great. You can see more about this and the 60 or so other stores I don’t link to for similar reasons in the body of the post. If/when their ratings improve, I will recommend and link to them. Thanks, Steve

  • So I went on Tredz and looked around. It didn’t seem like they shipped to the USA. So I contacted them and they confirmed that they ship to EU only. I thought I read that you are also in the USA so how are you buying things from them? Love the site! Cheers.

    • Donald, I don’t buy from them for the reasons you mentioned. Their 25,000 or so customer reviews in the last 12 months up a Trust Pilot (see here) give them a very strong customer satisfaction rating.

      I should probably note which stores only sell to residents in their region. Among the top 10 stores, Tredz and Mantel only ship in the UK and Europe. Most of the others will ship worldwide though shipping costs outside region vary from nothing above a certain amount to a couple percent to prohibitive. For most of the rest, the general guidance is that chain store and extension model stores only ship or only ship cost-effectively in the region, and some discounters do and some don’t. Most superstores ship everywhere. You can see the store model and location in the last columns to the right to help with this.

      There’s also the issue of geo-restricted brands, meaning that the stores sign agreements with the brand distributors that only allow the products to be sold in the store’s geographic region regardless of which countries they ship to. So, for example, even though Wiggle is a UK based superstore that ships order above $49 and the equivalent most anywhere for free, SRAM, Mavic, Assos and a handful of other brands don’t let them sell those products to residents outside the UK and EU whereas Shimano, Reynolds, Castelli and most other brands don’t restrict where they can sell products.

      Hope that helps. Steve

  • Steve,
    I appreciate your efforts compiling this list. Fantastic!
    What’s your take on SJS Cycles?
    Also, would you be willing to share your ratings for the stores that didn’t make the list?

    • Ken, I looked at their website. They don’t sell the range of bikes, wheelsets, groupsets, clothing, etc. that road cycling enthusiasts look for. I mention the stores that don’t make the list because of their customer satisfaction rating in the sections below the ranking. If they aren’t listed there, it’s likely because their product range isn’t geared to road cycling enthusiasts. Steve

  • WOW, Very nice job on all this helpful info. What are your thoughts as far as appling your research to shopping for Mountain bike parts & accessories, Do most suppliers deal in both categories? I’m just getting back into riding after about 11 years and its mind boggling trying to wade through the online jungle of parts suppliers.

    Thank you

    • Kelly, Mind boggling indeed. The rankings you see in this post are the results of many years of research and regular updating of a growing and dynamic retail segment. The rankings are specific to road cycling enthusiasts, a specific segment within road cyclists different from recreational road cyclists or commuters or others that ride the road. Stores tailor their product selection, brands, inventory, pricing, promotion, service, etc. for specific segments and my ratings and rankings capture how well all of those things figure into store performance for enthusiasts.

      Some of these stores also sell gear for multiple road segments as well as for triathletes, mountain bikers, runners, etc. So you might want to look at the stores with the “Superstore” category designation in the table. But, I have no idea about how good their selection, brands, pricing, promotion, service, etc. for MTB gear vs. other stores that are more MTB oriented or would fit the MTB store analogs of the other categories I’ve defined. Steve

  • Hello Steve,

    I would like to let you know that the TREDZ ( code. ITK10 is no longer valid when I try to use it.

  • Yes, I’ve noticed, thank you very much Steve!

  • Has anyone had any buying experience with ? I believe they are based in Maryland and their focus seems to be on wheels.

  • Hi Steve. Just wondering if you may change your assessment of Ribble, Wiggle and Chain Reaction now that they will not ship Shimano parts to North America?

    • Brad, Thanks for flagging this. This is likely a Shimano distribution decision rather than a store one, much the same way SRAM and a dozen other major brands have restricted sales of their gear to residents in the region of their store for a few years. They are trying to keep both their online and local bike shop sellers in business. I’m afraid there isn’t much these and other shops can do about it though it certainly does make them less desirable to US roadies shopping for gear. I update this list quarterly and will be sure to figure this into the rankings next time around. Steve

  • As a former pro-cyclist, who has spent years working in various local bike shops. I have to say, that I still 100 % prefer to buy from my local brick and mortar bike shops. There are certainly a few things I am comfortable buying online, such as nutrition products. However, there’s no way on God’s green earth that I am buying a bike online. It is important for me to ride the bike or if I am getting a custom bike, the measurement, and components need to be just so. In my opinion, developing a face to face relationship with someone who knows the products, and can service your bike once you have it is so important. These online stores, can provide any product, and their sales people may or may not be experts. They also may employ great mechanics, however, they can’t 100% guarantee that the bike will ship perfectly, and that the customer know how to assemble it correctly. Online stores, have contributed to the disappearance of so many great bike shops. They have gutted a big part of the cycling community. People wouldn’t need to drive 50 miles to find what they want, if so many shops were closing their doors. I think, online shopping robs us of the ability to share our love of cycling with people who make it their career to provide us with products, and personal service. I want to know my mechanic, I want to talk to them about my equipment, and see their work in person. Sure, there are mobile mechanics, however they may not know a particular product very well, and having a mechanic come to your home or business robs you of the experience if being in the shop around all things cycling. Sharing our common cycling experiences with people in person is worth paying a few more bucks in my book. Even buying clothing online is a pain, often the sizing is off, you can’t feel or touch the products, so until you try it on you won’t know if it what you wanted. The fact that I may have to send something back and wait to get what I really wanted, is another reason I limit my online shopping. It is a waste of my time, and I lose out on using the product I wanted for days. I am impatient, so again, spending a few bucks more to get immediate gratification is totally worth it to me. I am not wealthy by any means, but I believe we have better experiences dealing with people in person. Building relationships with folks who work in the industry is part of the cycling experience. Going into the local shop getting to know the staff, and sharing stories cannot be replicated with an online chat or even a phone call. Sure we all have busy lives, but driving a local shop or riding there is worth the effort. As far as, getting a better selection online, that’s probably the case most of the time, but most shops can special order products, so you may as well have them order the product. I am certain many people disagree with me, however, I think it’s important to point out that online shopping has eroded the cycling community. The personal relationships with people who have invested in this beautiful sport and provided personal service has been disappearing. It’s is a sad day when a family bike shop closes it’s doors, because it cannot compete with these online retailers.

    • Buying components in retail is absurd, but is necessary to know and read components sizes, diameter, etc. For me the best bike shop by far because the writing detail about every component, is not necessary to buy in retail. In retail a very few times they stock the exact component I want. If you agree with their selection is ok. But right now I called 12 bike shops to buy a stem, anyone had that exact stem, so I will buy online.
      Another thing is a mechanic, of course I like to see the mechanic work in my bike, I do not trust almost any mechanic after disasters with different mechanics broken some components.
      To see the components you can see the start of a pro race . In a bike shop right now they stock a lot of bikes, but not a lot of components.

  • Comprehensive! I’ve never come across half the sites listed, but was surprised not to see my personal favorite,

  • Hi Steve,

    Great article as always. You know one of your articles led me to buy one of my most favourite wheels of all time back in 2016. Really like the Reynolds Assault review.

    Now… In regards to this review, I would like to kindly ask you though if you have any experience with ?

    They seem to have good Trustpilot rating but I want to ask you the expert first. Thanks Steve.



    • Wes, I don’t recall ever buying from them but they have good customer satisfaction ratings from those that have. If they have the product I’m interested, I personally tend to buy from the stores at the top of the list because they have the best ratings. Steve

  • Wheelies is the sister company of Tredz.
    Cycledivision is good UK local bike shop with a good reputation form there own road wheels (similar to Hunt but with less hipster graphics)
    Westbrook is another good big UK LBS.

    • David, thanks for your comment. I’m aware of all three of these. As noted in the section called “Satisfaction” below the rankings, Westbrook gets 0 and is therefore not ranked because it doesn’t have enough satisfaction feedback from independent sources (e.g. <100 reviews from TrustPilot) to conclude you should or shouldn't shop there. Wheelies does have ample feedback and it ranks below my bar of 4 out of 5 stars. Cycledivision started getting feedback from TrustPilot just over a year ago, the minimum time for my consideration. I'll add them in my Q1 update if they are above 4* at that time. Thanks, Steve

  • V useful article, thank you. Was thinking though – you sure about leaving cambria bike out? I don’t think its fair to say: “0 – Poor Selection. Very few brands and models used by road cycling enthusiasts” – they havea broad selection of brands, good discount section and a new site.

    • Hi Pat, Thanks for reading and commenting. Cambria is more of a MTB shop. On the road side, they carry only 3 bikes >$1k out of 8 in total, 4 non-stock road wheelsets, and 1 road groupset. 5 to 10x as many on the MTB side. Steve

  • Pleasure. That is v true in fairness. Apparel there’s a better spread but not bikes and components.

  • What about Seems sketchy, but they have a bike I’ve been looking for… can’t find any info on them.

    • Sam, Never heard of them. No TrustPilot or Google ratings for them. Based in Japan. Looks sketchy. Wouldn’t recommend it. Steve

  • Hey Steve,

    Wondering your thoughts on an appropriate wheel or wheel set for me. My rear Mavik Ksyrium died and I’m in need of a replacement rear wheel or full wheel set. I enjoyed the stiffness of the Ksyrium but I’m open to anything new. I’m not an incredibly competitive cyclist and usually solo ride generally anywhere from 25-50 miles 2-3x/week with a few longer rides throughout the season. I’m looking at Shimano at the moment. Dura-Ace seems way more than I’d need. Any thoughts for me?

  • What about warranty? When you buy a part from UK does the warranty apply in US?

    • JMM, Yes. Product warranties are provided by the company making the product not the store or location of the store selling it. You can buy a product from an authorized dealer anywhere and take it to any store that is also an authorized dealer of the company for any warranty or service issue. The store, as an authorized dealer will either fix it under warranty or send it to the company to fix it under the warranty. Steve

  • I’m curious as to what you think about 12GO Biking ( The physical store is huge, while they also have a big webshop.

    • Klaas, Had not heard of them before. Thanks for bringing them to my attention. A quick look shows that Trustpilot gives them very good customer satisfaction ratings. Not as big a selection of wheelsets, groupsets and other components for road cycling enthusiasts as other stores but good range of Trek and Shimano gear. A lot of their volume appears focused on lower performance recreational gear. Steve

  • Hi Steve,

    How about, i see this website sell bike and wheels at very good price. and the review is not bad on trustspilot.

    Have you check that website?

    • Hi Allen, that’s a store selling only the company’s own brand of products. I don’t include company stores in this rating as their selection is limited to only one brand and usually a limited number of categories of products. Steve

  • Fantastic article. I live near a great bike shop ( that I support ) but they carry limited parts supply. I buy a lot of parts online, therefore I appreciate all the hard work that went into the research.

    I use Jenson, Bike Tires Direct and Competitive Cyclist often and agree with your data. I also use Universal Cycles as the have 3 locations in the US and are rarely unable to find what I need.

    Cheers and ride safe.


  • Hi Steve, thanks for the helpful insights here. They’re a nice addition to all the other well researched articles on the site. The bike I’m looking for (GT grade carbon pro) seems to be nowhere except The Cyclery, a German site at I came up empty at trustpilot and google reviews. Any chance you’ve crossed paths with them during your research?
    Gracias and best regards,

    • Mike, no experience with that store. They do show up on TrustPilot and Google but there are just a few reviews on each so not enough for me to have a recommendation one way or the other. If you look here in Know’s Shop, you can see the stores I recommend that carry GT Grade brand. You can click through to one that sells the GT Grade Carbon frame that you could build up with the components and cockpit you want and others that sell the GT Grade Carbon Expert. Steve

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