The main online bike retailers and what sets them apart
The largest online bike sellers are Amazon, Walmart, Dick's Sporting Goods, REI, Specialized, Trek, and Giant. Each operates differently: Amazon and Walmart stock many brands at lower prices but offer minimal assembly help. REI is a membership co-op that sells multiple brands and includes a return window. Specialized, Trek, and Giant are manufacturer sites that sell only their own bikes, often with custom options and direct support from the brand.
Smaller specialty retailers like Jenson USA, Performance Bike, and Competitive Cyclist focus on specific bike types—road, mountain, or BMX—and employ staff who ride those bikes. Local bike shops also sell online, though their inventory is smaller. The choice depends on what you need: price, brand loyalty, assembly support, or informed guidance on fit.
Key Takeaways
- Amazon and Walmart offer the widest selection and lowest prices but require you to assemble the bike yourself or pay for local assembly.
- REI and specialty retailers like Jenson USA provide staff informed and easier returns, but prices are typically higher than mass-market sites.
- Manufacturer sites (Specialized, Trek, Giant) let you customize your bike and contact the brand directly, but you cannot compare prices across brands in one place.
- Most online retailers ship bikes partially assembled in a box; you will need basic tools or a bike shop to complete assembly.
- Shipping costs vary widely—some retailers offer free shipping over a certain price, while others charge $20 to $50 depending on your location.
Amazon and Walmart: Lowest prices, self-assembly required
Amazon and Walmart stock hundreds of bike models from brands like Huffy, Schwinn, Mongoose, and Kent, as well as house brands. Prices start around $100 for children's bikes and $150 to $300 for adult entry-level models. Both sites let you filter by bike type, wheel size, and price, and both offer fast shipping if you have a membership (Prime for Amazon, Plus for Walmart).
The catch is assembly. Bikes arrive in a large box, partially assembled—the frame and wheels are usually attached, but pedals, handlebars, and seat need to be installed and adjusted. If you have basic tools and patience, this takes 30 minutes to an hour. If not, you can pay a local bike shop $50 to $100 to finish assembly and tune the brakes and gears. Neither Amazon nor Walmart offers assembly services directly, though some Walmart locations have in-store bike assembly for a fee.
REI: Membership benefits and informed staff
REI sells bikes from Trek, Specialized, Giant, Cannondale, and other major brands, plus its own house brand, Co-op Cycles. Prices are competitive with specialty retailers but higher than Amazon. REI membership costs $20 per year and gives you a 10 percent dividend on purchases, a 365-day return window (instead of the standard 30 days), and access to in-store events and classes.
REI staff can answer questions about fit and bike type by phone or email before you buy. If you order online, you can pick up at a local REI store, where staff will do a final assembly check and adjust fit for free. If you have the bike shipped to your home, assembly is your responsibility, but REI's return window gives you time to take it to a shop if needed. Shipping is free for members on orders over $50.
Specialty retailers: informed in specific bike types
Jenson USA, Performance Bike, and Competitive Cyclist focus on road bikes, mountain bikes, or BMX. Their staff ride the bikes they sell and can answer detailed questions about geometry, components, and how a bike performs on specific terrain. Prices are similar to REI but higher than Amazon. These sites are useful if you know what type of bike you want and need help choosing between models or brands.
Jenson USA stocks over 100 brands and offers free shipping on orders over $50. Performance Bike has a smaller selection but includes a fit guide and video reviews. Competitive Cyclist specializes in road and gravel bikes and offers a "Fit may provide"—if the bike does not fit after assembly, you can return it within 30 days. All three require you to assemble the bike or pay a local shop to do it.
Manufacturer sites: Customization and brand support
Specialized, Trek, Giant, Cannondale, and other brands sell directly from their websites. You can customize colors, components, and sometimes geometry, and you deal with the manufacturer if something goes wrong. Prices are set by the brand and do not vary much between retailers, so buying direct does not save money—but you get the bike exactly as you want it.
Manufacturer sites often have detailed fit guides and geometry charts to help you choose the right size. Some brands offer free shipping or assembly support. Trek, for example, offers a "Trek Concierge" service where you can schedule a video call to discuss fit before you buy. Specialized ships bikes in a custom box designed for easier assembly. If you know the brand you want and have specific needs, a manufacturer site is worth checking.
Assembly, shipping, and returns across retailers
All online retailers ship bikes in a box, partially assembled. The bike arrives with the frame and wheels attached, but you must install the pedals, handlebars, seat, and front wheel (on some models). You need a wrench set, Allen keys, and a screwdriver—most bikes come with a basic tool, but it is usually low quality. If you do not have tools or confidence, budget $50 to $100 for a local bike shop to finish assembly and tune the brakes and gears.
Shipping costs vary. Amazon and Walmart often offer free shipping for members or on orders over a threshold. REI offers free shipping for members on orders over $50. Specialty retailers vary—Jenson USA offers free shipping over $50, while others charge a flat fee. Manufacturer sites often include free shipping. Return windows are typically 30 days for Amazon, Walmart, and specialty retailers, but REI offers 365 days for members. Check the return policy before you buy, especially if you are unsure about fit or size.
How to choose the right retailer for your situation
If you want the lowest price and do not mind assembling the bike yourself, start with Amazon or Walmart. If you want informed information and a long return window, REI is worth the membership fee. If you ride a specific type of bike—road, mountain, or BMX—and want staff who understand that type, a specialty retailer like Jenson USA or Competitive Cyclist is a better fit. If you know the brand you want and need customization, buy from the manufacturer's site.
Before you buy anywhere, measure your inseam and check the bike's size chart. Bikes are sized by frame size (in inches or centimeters), and the wrong size will feel uncomfortable and unsafe. Most retailers provide a size guide or fit calculator. If you are between sizes, read reviews to see what other riders your height chose. Once you have narrowed down your choice, compare the total cost: bike price plus shipping plus any assembly fees at a local shop.
Frequently Asked Questions
Do I have to assemble the bike myself when it arrives?
No, but most online retailers do not offer assembly. You can take the bike to a local shop and pay $50 to $100 for them to finish assembly and tune it. Some Walmart locations offer in-store assembly for a fee. REI will do a final assembly check if you pick up in-store. If you have basic tools and an hour, you can do it yourself—the manufacturer usually includes instructions and a basic tool.
Which retailer has the fastest shipping?
Amazon Prime offers two-day shipping in most areas, and Walmart Plus offers similar speeds. REI and specialty retailers typically ship within 5 to 7 business days. Manufacturer sites vary—some offer expedited shipping for an extra fee. Check the shipping estimate before you buy, especially if you need the bike by a specific date.
Can I return a bike if it does not fit?
Yes, but the window varies. Amazon and Walmart allow 30-day returns. REI members get 365 days. Specialty retailers typically offer 30 days, though Competitive Cyclist offers 30 days with a "Fit may provide." Check the policy before you buy. If you are unsure about size, measure your inseam and use the retailer's size chart, or call their staff to ask.
Is it cheaper to buy online or at a local bike shop?
Online is usually cheaper—Amazon and Walmart are 20 to 40 percent lower than local shops. REI and specialty retailers are closer to local prices. Local shops offer in-person fit help and assembly, which online retailers do not. If you are new to biking or unsure about size, the extra cost at a local shop may be worth it.
What if I buy a bike and the gears do not shift smoothly?
Bikes often need a tune-up after assembly—brakes and gears are adjusted at the factory but can shift during shipping. Take it to a local bike shop for a basic tune-up, which costs $30 to $60. If the bike has a defect (bent frame, broken component), contact the retailer or manufacturer within the return window and ask about a replacement or refund.