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, Merlin Cycles, Power Meter City, and Chain Reaction Cycles 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 store prices, customer satisfaction, selection, and reader support.

The ratings are data-supported, analytically developed, and only compare stores 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.


Click on any store name to go to it

Rank Store Price Satisfaction Selection Support Model HQ
1 Competitive Cyclist 2 2 2 2 Service US
2 Merlin Cycles 2 2 2 2 Superstore UK
3 Power Meter City  2* 2 1 2 Service US
4 Chain Reaction Cycles 2 2 1 1 Superstore UK
5 Mantel UK (3) 2 2 1 0 Superstore UK/NL
6 BikesTiresDirect 2 2 1 0 Discounter US
7 Slane Cycles 2 2 1 0 Extension UK
8 FuturumShop (7) 2 2 1 0 Superstore NL
9 Tredz Limited (3)  2* 1 2 2 Extension UK
10 Probikeshop (5) 2 1 2 0 Discounter FR
11 Bike24 2 1 2 0 Superstore DE
12 Wiggle 2 1 1 1 Superstore UK
13 Sigma Sports 1 2 2 0 Extension UK
14 Bike-Components 1 2 2 0 Discounter DE
15 Planet Cyclery 1 2 1 1 Extension US
16 JensonUSA 1 2 1 1 Discounter US
17 Tweeks Cycles 1 2 1 1 Discounter UK
18 Western Bikeworks (4) 1 2 1 0 Extension US
19 Pedal Revolution (2) 1 2 1 0 Extension UK
20 12GoBiking (6) 1 2 1 0 Extension NL
21 Mike’s Bikes 1 1 1 2 Chain US
22 Performance Bicycle 1 1 1 1 Discounter US
23 Starbike 1 1 1 0 Superstore DE
24 Tree Fort Bikes (1) 1 1 1 0 Discounter US
25 Hargroves Cycles 1 1 1 0 Chain UK
26 Modern Bike (1) 1 1 1 0 Discounter US
Source: In The Know Cycling, November 19, 2021

Stores with an * offer In The Know Cycling readers exclusive discounts. 
Click on Know's Shop for codes.

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 a store 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 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. 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:  BicycleBuys, BicycleWarehouse, BikeBling, BikeExchange,, BikeSomewhere, Bob’s Bicycles, Canada Bicycle Parts, Clever Training, CyclingExpress, Excel Sports, Glory Cycles, Gotta Ride Bikes, La Bicicletta, MyBikeShop, ProBike Supply, Pushys, TBSM, Torpedo7, Total Cycling, TourCycling, Universal, and Westbrook.

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, JeJames Cycles, Leisure Lakes Bikes, Planet X, 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, Amain Cycling, Art’s Cyclery (no longer selling online),, BobShop, Brands Cycle, Cambria, Colorado Cyclist, Cyclestore, CyclesUK, Cycledivision, Nashbar, 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 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 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 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 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 links below or the icons at the top of the page to go to our Facebook, Twitter, Instagram, and RSS pages.

Thanks and enjoy your rides safely! Cheers, Steve

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First published on July 23, 2018. Date of the most recent major update is shown at the top of the post.

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


  • Hi Steve, are you familiar with Venus Bicycles in Singapore? I am exploring a more current Dogma frame; I’ve been riding a 60.1 since 2011. The prices are low … not sure if that comes with surprises. There are frames available on other sites … but frame size and color are challenges.

    Thanks for the helpful insights.


  • futurumshop NL

    same level as ManteL

  • There is a bike shop on Facebook advertising TREK bikes. It looks like the official TREK site. It is called “The World’s Best Bikes and Cycling Gear.” It’s website is [address deleted by moderator]. Bikes are around 85% discount. I am convinced that it is a fraud/scam but a couple of my friends are convinced that they are legit.
    Have you heard of them, and if so, what is your take on them?
    If it is too good to be true, it is usually a scam; right?

  • I just found this site. I’m in the USA and bought a bike from Chain Reaction a few years ago and had a great experience. Sorry I didn’t link from this site but will from now on.

    What about Decathlon? I’ve read they’re big in Europe.

    Thanks for all the great info!

    • Alan, Welcome. Glad you found the site and appreciate your future support. Decathlon (both in the US and Europe) is more of a general sporting goods store and doesn’t carry much enthusiast-level cycling gear for the kind of roadie I am and write for. Cheers, Steve

  • I found more useful a “black list”, the opposite, the list of stores that can cause a great headache. On the top to me is, my first and last experience, delays, damage, poor customer service. A complete nightmare

    • In the Satisfaction section, you can see the list of stores I’ve not included on the recommended list because there’s too little independent customer satisfaction information to judge or there’s enough to see that their customer satisfaction is average or worse. The store you mention is listed in that second group. Steve

  • Have you heard of [Deleted during comment moderation]? They seem to have a lot of older model bikes for reasonable prices.

    • Duane and fellow readers, an easy way for you to check out independent customer satisfaction reports for any store you’re interested in is to add the store URL to the end of 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, etc., etc., etc., are not independent rating services. Ignore their ratings. Steve

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