For a nation that prides itself on cycling pedigree, the popularity of bicycles continues to grow in Belgium – not only as a competitive sport but more fundamentally as a mode of transport. But the practical enthusiasm for cycling has brought with it a revolution for bike sales, as e-bikes now out-sell conventional push bikes (those without a motor).
The finding was published earlier this year by mobility federation Traxio in the annual report for 2023, which noted that 51% of new bicycles sold were e-bikes. Consumer interest in the motorised bikes has risen as people enjoy the benefits of cycling to work, with more companies incentivising staff to use a bike rather than car.
In addition, targeted policies in Brussels have significantly improved cycling infrastructure, bringing a boost to active transport. To illustrate the widespread interest in e-bikes, over a quarter of people in Belgium rode one in 2023. In sales terms, 290,410 e-bikes sold in Belgium last year – almost 11,000 more than push bikes.
In comments on the shift towards motorised models, a spokesperson for Traxio told L'Echo that no other country has shown such interest in electric bikes as Belgium, noting that this is not only in commuting bikes but also e-sport bikes – similar to road racing bikes but with pedal assistance.
A smart electric bike by Brussels start-up Cowboy. The bikes are popular with consumers but require new technical skills to maintain. Credit: Belga / Juan Godbille
Then again, the overall number of bicycles sold has fallen from the absolute high recorded in 2022 to levels similar to those seen just before the pandemic. This is in line with trends observed in neighbouring countries.
In addition, interruptions to supply chains in the last two years have slowed sales of bicycles and parts around the world. Many shops started 2024 with surplus stock left from the year before, which has reduced prices and the orders made by stockists.
Whilst this does not mean that the bicycle market is contracting significantly, an ebb in demand will bring prices down.
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A growing number of e-bikes will also invigorate cycling industries in Belgium. Not only distributors will benefit: these vehicles require a technical skill to service and repair. As such, the assistance that bicycle shops can provide is in demand. Since many e-bikes are used for commuting, it is vital for owners that they work well.
"The share of the market that bike shops enjoy will continue to grow, with almost 70% of sales in 2023 made in a shop," Traxio confirms. It notes that service is key in this process, with many shops only offering to maintain bikes that they sold, a model not dissimilar to some car dealerships.
Other options for bike users include leasing schemes, which often allow people to include a bicycle as part of their employee package. Alternatively, staff can purchase their own bikes and be reimbursed €0.35 for every kilometer they ride to work – an allowance that is widely enjoyed in Belgium.
