What Specialty Bicycle Retailers Need to Know
Guidance outlines risks, regulatory gaps, and best practices for bicycle retailers navigating the rise of high-powered electric two-wheel vehicles.
IRVINE, CA — March 11, 2026 — The National Bicycle Dealers Association (NBDA) has released a new E-Moto Retailer Advisement to help specialty bicycle retailers better understand and navigate the growing presence of high-powered electric two-wheel vehicles commonly referred to as “e-motos.”
As these products increasingly appear in online marketplaces and customer inquiries, many retailers are asking the same question: Are these the next opportunity- or a potential liability?
Developed in January 2026 in collaboration with Human Powered Solutions, the NBDA advisement provides practical guidance for retailers as they evaluate whether to sell, service, or interact with e-moto products in their businesses. The full advisement is available on the NBDA website and is designed to support informed, responsible decision-making within the specialty retail channel.
“Specialty Bicycle Retailers have always built their businesses on trust, safety, and service,” said Heather Mason. “Right now, e-motos sit in a regulatory gray area that can expose retailers to unnecessary risk. Our goal with this advisement is to provide clear information so shop owners can make thoughtful decisions that protect their businesses, their customers, and their communities.”
Understanding the E-Moto Category
Many e-motos currently entering the market exceed the federal definition of an electric bicycle. These vehicles often lack functional pedals, exceed the commonly accepted 750-watt motor limit, and can reach speeds well above 20 mph.
As a result, they do not qualify as bicycles under guidance from the U.S. Consumer Product Safety Commission. At the same time, many are not certified as electric motorcycles and do not meet the safety requirements outlined in Federal Motor Vehicle Safety Standards.
This leaves e-motos operating in a regulatory gray area- one that can place responsibility and risk directly on retailers.
Key Risk Considerations for Retailers
The NBDA advisement highlights several factors Specialty Bicycle Retailers should carefully evaluate:
- Lack of consistent federal safety certification or regulatory oversight
- Battery systems that may exceed recognized voltage thresholds or lack verified safety certification
- Advertised speeds that can exceed 35 mph or more
- Marketing that may encourage risky riding behavior
- Unclear insurance coverage and potential liability exposure for retailers
For specialty bicycle retailers whose businesses are built on service, safety, and long-term community trust, these risks warrant thoughtful consideration.
Practical Steps for Retailers
The NBDA recommends that retailers:
- Carefully evaluate whether to stock, sell, or service e-motos
- Train staff to identify e-moto products and clearly communicate store policies
- Review inventory to confirm products align with recognized e-bike definitions
- Speak with insurance providers to understand coverage and exclusions
- Document products your shop chooses not to sell or service
Policy Efforts Underway
Industry organizations, including PeopleForBikes, are actively working on model legislation to clarify definitions and establish clearer regulatory pathways for e-moto products. While these efforts may eventually bring greater structure and safety oversight to the category, the NBDA advises retailers to proceed cautiously until appropriate certification, regulatory frameworks, and insurance standards are established.
Continuing the Conversation
Retailers interested in learning more are encouraged to attend NBDA’s upcoming webinar:
Powering the Future: The State of E-Bikes, Safety, and Rider Education
March 25, 2026 | 1:00–2:00 PM EDT
The live session will cover e-bike classifications, emerging e-moto concerns, retailer responsibilities, and rider education, with time reserved for open Q&A.
About the NBDA
The National Bicycle Dealers Association is the premier trade association for Specialty Bicycle Retailers, dedicated to supporting independent dealers through advocacy, education, and industry partnerships. The NBDA provides comprehensive resources, including retailer education programs, profitability initiatives, advocacy efforts, and networking opportunities designed to strengthen the specialty bicycle retail sector across North America. The NBDA is a non-profit organization that strives to elevate the bicycle retail industry and empower dealers for long-term success. NBDA membership is open to retailers, individuals, suppliers and providers, mobile units, and other non-profits. The NBDA community is the most active in the industry, providing real-time solutions and support to help businesses succeed and strengthen cycling communities nationwide. For more information about the NBDA and its initiatives, please visit www.nbda.com.
