For the moment, the mobility bikes are still the most important product category in volume even if the increase of 9 percent is less impressive than for the sport segment. According to the French Bicycles Observatory a total of 199,000 e-city and 91,000 e-trekking bikes were sold for 74 percent market shares. The rest is made up of the other segments with around 4,000 units. Jérôme Valentin explained that e-cargo bikes are part of this category but for the moment the study doesn’t give the details. One thing is obvious, this category is the one with the most expensive bikes as the average price comes close to 4,000 euro.
In the future, the e-bikes segment are expected to continue to grow very quickly. According to Union Sport & Cycle, the market could reach 1 million units in 2025, with a turnover close to 2 billion euro.
Independent retailers are still leaders in e-bikes
The French IBDs still hold a dominant position in the distribution of e-bikes. Last year, they sold 56 percent of the 388,100 e-bikes, or 217,000 units. Behind them, the big chains like Decathlon, Go Sport, Intersport and Sport 2000 sold 32 percent of the e-bikes (around 124,000 units). But, the big chains are gaining market share from the IBDs. In 2018, the big chains still hold a market share of only 23 percent. Online sales now represent only 3 percent of e-bike sales with around 4,000 units. Some other chains like the car accessory specialists Norauto or Feu Vert and the supermarkets are losing their part of the e-bike business year after year. In 2019, they only had 9 percent market share (35,000 units) against 18 percent in 2018.
In terms of value, the difference between independent retailers and chain stores is even more important. In 2019, the retailers accounted for 74 percent of the e-bike market, representing more than 500 million euro. An increase of 20 percent compared with 2018. However, the big chain stores are pushing, seeing their market shares increase by 20 percent last year. In turnover, it means a 67 percent increase at 135.8 million euro.
The French market is currently driven by e-bike sales
The P&A activity is shared in all the networks
In the P&A market, the business is more and more important with a total turnover of 827 million euro. But unlike the bike market, the sales are more equally distributed across all the chains and distribution channels. Last year, online sales recorded the most significant increase in terms of market shares with a 12 percent growth. Websites are now representing 28 percent of the market or 231.5 million euro.
Chain stores like Decathlon account for 37 percent of the segment with a turnover of 306 million euro. On the side of independent retailers, sales have not progressed from last year at 264.5 million euro. They still hold a market share of 32 percent.