What Europe’s e-bike monitor says about theft, shops and services

Consumer intelligence firm NielsenIQ has published the GfK E-Bike Monitor 2025, surveyed across Belgium, France, Germany and the Netherlands — 2,000 consumers in the Netherlands and 1,000 in each of the other three countries. It is one of the clearest windows into how Europeans actually buy and use e-bikes, and three findings stand out for anyone in the business.

E-bikes are becoming tools, not toys

Countries with developed cycling infrastructure are seeing e-bikes shift toward everyday functionality — commuting and regular long-distance riding — rather than mainly recreational use. The Netherlands and Germany both show the move toward the e-bike as daily transport, while Belgian respondents point to active mobility and car-free sentiment as purchase reasons.

Where people buy differs wildly

France is the largest market for online e-bike sales, with 43% of respondents having bought that way. Germany is the mirror image: 64% buy in bricks-and-mortar shops, with test rides and in-person advice the draw. Belgium is similar at 68% offline — while the Netherlands, at 25% online, is drifting upward. One market, four buying cultures.

Theft is the shadow over all of it

Theft is a key concern in every country surveyed: 18% of French respondents have lost an e-bike to theft, followed by 16% in Belgium, 13% in Germany and 11% in the Netherlands. Unsurprisingly, buyers increasingly shop for theft protection as an add-on — and Dutch buyers in particular weigh battery life, warranty periods and maintenance arrangements, with paid services and leasing gaining ground.

The pattern is consistent: where bikes get expensive and everyday, protection stops being an accessory and becomes part of the purchase. Geolocation, theft cover and service plans are moving from nice-to-have into the buying decision itself — which is exactly where connected e-bikes have their edge.