Buyers shop online. Bikes still need real service.

The people buying bikes have changed

A big share of today's demand comes from older, well-off riders buying e-bikes for recreation and travel. They aren't chasing the cheapest price online. They want a proper test ride, expert advice, and someone local to call when something needs fixing.

That's exactly what an independent shop does best. The challenge isn't service — it's being found online in the first place, and turning that online interest into a sale you actually keep.

Online-only sellers leave a gap you can fill

When people buy a bike from a direct-to-consumer brand, they're left to handle assembly, set-up and software updates on their own. And the flood of cheap, unbranded e-bikes from online marketplaces has made things worse — many are unsafe, with no replacement parts, no diagnostics and a real fire risk from uncertified batteries.

Reputable shops won't touch them. That's not a weakness — it's your advantage. Your shop is the trusted place that actually makes a bike safe and ready to ride.

Why selling online has been so hard

For years, shops were told the answer was to build their own website. In reality, that means constant marketing spend, manual stock updates, and someone to manage it all — while competing for attention against global giants. Most shops never get the traffic to make it pay off.

So many turned to older marketplaces instead. But those have their own problems:

• Phantom stock. Items sold over the counter stay listed online, so customers buy things that are already gone, then wait weeks for a refund.
• No follow-through. The marketplace takes a commission but walks away from delivery and service. Customers are left chasing orders with no updates.
• Rising costs. Ad fees climb and prices get pushed into a race to the bottom, eating your margin.

A better way: connected commerce

Yellow Jersey works differently. Instead of a separate website to manage, it sits on top of the point-of-sale you already use, like Lightspeed. Your shop becomes a listing on a curated national marketplace, and everything stays in sync automatically.

Sell a set of tyres at the counter and the online listing updates in real time. Customers only ever see what you actually have, so phantom stock disappears. No double-entry, no second dashboard to learn.

An online sale becomes a workshop job

This is the part generic web stores can't do. When someone buys a bike online, Yellow Jersey turns it into a real job in your shop:

1. 1

   Stock is reserved instantly. The bike is removed from the marketplace and your POS, so it can never be sold twice.

2. 2

   A workshop job is created. The sale becomes a service ticket with the customer's details, ready for assembly.

3. 3

   Your mechanic makes it ready. Workshop time is booked for assembly, safety checks and firmware updates.

4. 4

   The customer is kept in the loop. As the job moves to 'ready for pickup', they get automatic texts and emails. No chasing.

Keep the sale and the customer

Customers get the easy online experience they expect. You keep the part that actually builds loyalty — the service, the advice and the local warranty. That's the whole idea: the reach of a big retailer, with the trust only a local shop can offer.