E-Bike trend shines at Paul’s Cycles, challenging UK market norms

While UK electric bike sales are reportedly on a downward trend*, they continue to soar at bicycle retailer Paul’s Cycles, seeing a significant uptick in demand, even during the colder months when sales often dip.

  • Electric bike sales increased by a quarter (25%) in the past three months at Paul’s, compared to the previous period.
  • Electric mountain bike interest skyrocketed to 74% with a 13% rise in page sessions for electric bikes.

As the eco-friendly e-bike continues to be a key player in the global movement to reduce car dependency, the UK is not playing game. While UK electric bike sales trail behind other European countries in terms of sales** in the UK, there’s an exception. Based in Norfolk, Paul’s Cycles has experienced a surprising surge in demand for electric bike bikes, harnessing a growing buzz around e-bikes in their potential to reshape green urban mobility.

In the last three months, electric bike sales have risen by 25% at Paul’s – emerging as a sign of progress in the market. And, it’s just about to hit its stride in 2024, widely dubbed as “the year of the e-bike”. 

Managing Director at Paul’s Cycles, Tom Thornley, thinks the cost of living crisis has a hand to play in significantly influencing buyer decisions. The recent sales growth has primarily been driven by the brand’s quality offering strategy: “We pride ourselves on our ability to curate the best value deals for our customers, hand-picking quality brands and models that we can offer at competitive prices.” says Thornley.


Despite colder weather in the last three months, interest in electric mountain bikes shot up by 74% at Paul’s Cycles compared to the previous quarter. Thorney says: “E-MTBs give riders the confidence to go further and explore new places, knowing that they have that added assistance to get back home. It could be said that this has made MTBing more accessible and inclusive for broader ages, health and fitness levels. Whilst the increasing sight of electric MTBs at your local trails, means more riders are naturally becoming all the more curious!”

“Historically MTBing has a higher popularity over other disciplines making the increase in e-MTBing over other e-categories a natural one. Anecdotally, we’ve seen a decrease in road cycling in recent years which may have seen riders transition to off-road over tarmac. As per recent studies we’ve conducted, this has been relative to riders feeling increasingly unsafe riding on Britain’s roads.”

Building on this success, Paul’s Cycles is already making moves with new brands penned for their range in 2024. Thornley says: “Our interest is in offering well-considered selections from leading cycling brands with a great range of new electric options that will be sure to bolster Paul’s Cycles offering.”


In the coming year, Paul’s Cycles remains committed to its mission of offering the best value for money deals whilst facilitating a positive cycling experience for its customers – online, in-store and outdoors. Thornley concludes: “Looking at the recent data, electric bikes are undoubtedly on our radar this year, we’re looking forward to expanding our core range of cherry-picked deals.”

Pushed by increased environmental awareness and tech advancements in battery and motor efficiency as well as weight, the future of electric bikes continues to be bright. A practical choice for navigating cities and short commutes, e-bikes also offer fitness benefits for consumers increasingly conscious about health and lifestyle choices. Government policies are supportive of developing cycling infrastructure – with e-bike sharing schemes in regular use nationwide. As the market continues to diversify, the e-bike market is poised for sustained growth in this country, with Paul’s Cycles at the forefront of this sustainable shift. 


About Paul’s Cycles
Paul’s Cycles is a specialist bicycle and e-bike retailer serving online customers, nationwide as well as in-store at our showroom based in East Anglia. Trading since 1983, Paul’s Cycles supplies a comprehensive range of bikes to take you through every step of your cycling journey. Curating a product range from the industry’s top brands known for their trusted quality, Paul’s Cycles is committed to bringing the best value for money to its expanding customer community. From options to help the very smallest humans start riding, right through to team edition downhill bikes as used in World Cup racing.