Table of contents
- Brand overview in Bikes & e-bikes
- Matrix of market leaders in Bikes & e-bikes
- Who is on the rise?
- Who is going down?
- Internationalisation of traffic in Bikes & e-bikes
- Sentiment of the consumer & potential future impact
- Interesting signals we see
- Main growth tactics we discovered
Brand overview in Bikes & e-bikes
The Dutch bike and e-bike market is experiencing significant turbulence, with several high-profile bankruptcies and dramatic shifts in market performance.
Brand | Website | Specialization | Traffic Volume (K) | YoY growth (traffic), % | Domestic traffic % | Purchase Conv. estimate | DXP Score | Pages/Visit | Bounce rate |
Stella | stella.nl | Traditional brand | 293377 | 15.24% | 93.62% | - | 3 - OK | 2.5889 | 57% |
Koga | koga.com | Tech-forward bikes | 235026 | 23.43% | 24.07% | 0.01% | 3 - OK | 3.9717 | 67% |
VanMoof | vanmoof.com | Tech-forward bikes | 231619 | -61.89% | 23.69% | 0.96% | 5 - Excellent | 2.1737 | 56% |
Gazelle | gazelle.nl | Traditional brand | 219455 | -3.43% | 155.78% | 0.17% | 3 - OK | 5.2372 | 42% |
Veloretti | veloretti.com | Tech-forward bikes | 102945 | -20.37% | 71.18% | 0.71% | 5 - Excellent | 1.6668 | 65% |
Batavus | batavus.nl | Traditional brand | 83015 | -10.60% | 95.06% | - | 3 - OK | - | - |
Cortina | cortinabikes.com | Traditional brand | 50423 | 897.39% | 96.86% | 0.10% | 4 - Good | 1.8766 | 59% |
Lekker bikes | lekkerbikes.com | Tech-forward bikes | 33119 | -11.12% | 20.15% | 0.43% | 4 - Good | 3.2482 | 26% |
Qwic | qwic.nl | Tech-forward bikes | 29349 | -79.27% | 70.14% | - | 3 - OK | 3.0699 | 49% |
Urban Arrow | urbanarrow.com | Cargo bikes | 24878 | -10.52% | 8.34% | - | 5 - Excellent | 3.7529 | 45% |
Voltes | voltes.nl | Bikes & eBikes | 8300 | -10.78% | 70.57% | 0.51% | 3 - OK | 3.5752 | 72% |
Babboe | babboe.com | Cargo bikes | 7085 | 1043.62% | 27.48% | - | 3 - OK | 2.8373 | 79% |
Average | 110K | 148% | 63% | 0.41% | 3.6 | 3 | 56% |
Disclaimer: traffic YoY growth is not equal to company’s overall growth. What we report on is the traffic YoY growth, which might not reflect the overall company’s performance.
Matrix of market leaders in Bikes & e-bikes
State of the category: Market turmoil and industry shakeout
- The industry is experiencing a major shakeout, with four significant players (VanMoof, Qwic, Stella, and Babboe) facing serious difficulties in 2023-2024
- Traditional manufacturers are showing more resilience than tech-forward brands
- The post-COVID demand decline is hitting harder than expected, particularly affecting newer, tech-focused companies
Who is on the rise?
Traditional Established Brands
- Koga shows healthy growth (+23.43%) while maintaining stable operations
- Gazelle, despite slight traffic decline (-3.43%), demonstrates strong user engagement (5.24 pages per visit)
- These brands benefit from established service networks and conservative business models
Mid-Market Innovators
- Cortina shows remarkable growth (897.39%), suggesting successful expansion strategy
- Veloretti, despite traffic decline, maintains greatdigital experience (DXP Score 5) and conversion rates
Who is going down?
Tech-Forward Startups
- VanMoof's bankruptcy (-61.89% traffic decline) marks the end of their independent operations
- Qwic's bankruptcy and subsequent revival (-79.27% traffic decline) shows the sector's vulnerability
- These companies struggled with high operational costs and complex service requirements
Quality-Compromised Brands
- Babboe's quality scandal and subsequent €50M recall shows risks of rapid scaling
- Stella's recent bankruptcy highlights the challenges of maintaining profitability in a crowded market. Besides being a leader in terms of growth & traffic volume, the brand suffered from severe debts.
Internationalisation of traffic in Bikes & e-bikes
Domestically-Focused Brands (>90% domestic traffic):
- Stella (93.62%)
- Cortina (96.86%)
- Batavus (95.06%)
These traditional brands focus heavily on the Dutch market, leveraging local brand recognition and established service networks. The market is shifting from independent innovators to established groups with deeper resources.
International Players (<25% domestic traffic):
- Urban Arrow (8.34%)
- VanMoof (23.69%)
- Koga (24.07%)
- Lekker Bikes (20.15%)
Sentiment of the consumer & potential future impact
Interesting signals we see
01 Consumer trust: the great reset
The Dutch bike market is experiencing a fundamental reset in consumer trust, driven by high-profile failures of tech-forward pioneers. The fallout from VanMoof's bankruptcy and Babboe's quality scandal has reshaped consumer preferences.
Key shifts:
- Movement toward established brands with proven track records
- Growing importance of physical service networks
- Preference for evolution over revolution in bike technology
- Trust in local presence over international brand appeal
02 Digital experience (DXP): beyond surface gloss
Digital excellence alone doesn't guarantee market success - traditional brands with moderate digital scores often outperform digital-first companies in actual sales and engagement.
What matters most:
- Practical functionality & reliability over cutting-edge interfaces
- Detailed product information and specifications
- Easy access to service and support information
- Integration between online research and offline purchase journey
03 Specialisation: finding sustainable niches
Different market approaches are emerging based on clear specialization strategies, with successful brands aligning their product focus with appropriate market reach.
Success patterns:
- Cargo bikes (Urban Arrow) - strong international appeal
- Performance bikes (Koga) - steady growth in premium segment
- City bikes (Gazelle, Batavus) - dominant domestic presence
- Tech-forward bikes (Veloretti) - balanced domestic/international approach
