With cycling-as-transport continuing to struggle in the UK, it will likely come as little surprise that the UK “sold just 2.1 e-bikes per 1,000 people in 2024 – ahead of only Belarus.”

The analysis from bicycle retailer Paul’s Cycles compared e-bike sales per 1,000 people across 30 European countries:

  • Norway and Denmark topped the list, with sales more than 15 times higher per capita than the UK

  • A “lack of direct financial support” is cited as a key factor behind the UK’s poor performance, with assistance schemes driving success across much of Europe

  • Industry experts also stress that better product regulation and improved cycling infrastructure is critical to encouraging uptake and ensuring rider safety

Rankings

To compile the rankings, cycling retailer Paul’s Cycles compared e-bike sales against population figures for 30 European countries.

E bike sales per 1000 people 2024 'UK e-bike adoption ranks second worst in Europe'

Norway and Denmark reported the highest amount of electric bike sales per 1,000 inhabitants (36.2 and 36.1 respectively). Danish governments are currently providing free e-bikes to residents in rural areas as part of an ongoing trial to improve mobility.

In France, bike sales have tripled since financial aid was introduced in 2016, a significant breakthrough for reducing the public’s reliance on cars and other vehicles, as well as improving mobility for those who struggle to ride a traditional bicycle.

“E-bikes aren’t just about comfort”, says Tom Thornley, Managing Director of Paul’s Cycles. “They open cycling up to more people, whether you’re unable to ride a pedal bicycle, are commuting, new to cycling or trying to keep pace on group rides.”

Despite a slight correlation between higher GDP and e-bike sales across Europe, the UK is an outlier with very low e-bike sales relative to its GDP.

UK government urged to act

Financial investment in the UK is lacking

Thornley says that Paul’s Cycles would welcome improved awareness and actively support dedicated funding schemes to make electric bikes more accessible: “It’s time the government recognised e-bikes as a serious part of the green transport solution. Cost is still a big barrier for many people and we need targeted financial support whether through purchase grants and rebates, VAT reductions or a fairer, more inclusive Cycle to Work scheme.

“E-bikes are a significant investment and UK schemes are not as widely promoted or generously supported as the subsidies you see in other European countries”, Thornley adds. “Government grants have made a real difference in other European countries and that kind of incentive could have a huge impact here too.”

Regulatory and infrastructure improvements required for broader uptake

Justin Rod Profile picture 'UK e-bike adoption ranks second worst in Europe'

Cycling infrastructure requires further support yet the UK’s recently-boosted electric vehicle fund omits cycling entirely. Justin Rodley, Director of bicycle insurance provider, VeloLife, says: “While there has been positive investment in cycle lane improvements in certain cities like London, Bristol, Manchester, Cambridge and York, we’re still a long way off having the kind of infrastructure seen in the countries leading these rankings.”

There is also a growing conversation about the legality and safety of e-bikes, largely driven by videos and media coverage of illegal or modified models and chargers that do not meet UK safety requirements and are not sold by reputable retailers.

“Around half (49.8%) of our policyholders now have e-bikes,” Rodley shares. “That’s up from the same period last year, and a lot of that growth comes from more people commuting by e-bike. But because these bikes often can’t be brought inside workplaces due to company safety policies, they’re being left outside all day, which increases the risk of theft or damage and the need for insurance.”

E-bikes sold by reputable retailers must meet strict UK safety standards, though Thornley and Rodley agree that further regulation is needed from the government to protect consumers potentially purchasing from unregulated and less reputable sources, in addition to the financial and infrastructural improvements that still need implementing.

Retailer reasons to be positive

While it may be at a smaller scale than the rest of Europe, Paul’s Cycles has seen encouraging signs of growth this year, experiencing a 95% increase in total e-bike revenue between January and June 2025 compared to the same period in 2024.

The retailer attributes this increase to the growing awareness of the everyday benefits that e-bikes offer, which could be further elevated through increased government support.

Research methodology

To determine the rate of e-bike sales per 1,000 people across Europe, Paul’s Cycles created a weighted ranking by comparing the number of e-bike sales per country against population totals to provide an accurate representation of electric bike uptake. This was then compared against GDP per capita for additional insight.

Data references used:

To calculate the number of sales per 1,000 people, the following standard formula was used: Sales per 1,000 people=(Total Population/Total E-Bike Sales)*1,000

Example: Norway

  • Total e-bike sales: 203,800

  • Population estimate: 5,623,071

  • Calculation: (203,800 / 5,623,071) * 1,000 = 36.2