Earning a million a month selling e-bikes on TikTok: interest-driven e-commerce isn’t just for small merchandise.

Ebike (electric assist bicycle) — average order value often runs into thousands of dollars, and the barriers in logistics and after-sales are both high.

Many people's first reaction is: this category is better suited to offline channels or Amazon—what could it possibly have to do with TikTok?

But ESKUTE managed to achieve over $900,000 in monthly revenue on TikTok Shop US.

As of now, in the US market alone, ESKUTE road-riding users have exceeded 30,000, with cumulative riding mileage exceeding 5,000,000 miles. Its global user base exceeds 50,000, and total sales on TikTok US exceed $5.9 million.

This brand's story is worth unpacking.

Image source: ESKUTE

Making electric bikes that 'ordinary people can afford'

Eskute was founded in 2019 by Alan, who led a team of engineers and designers.

According to the brand's official information, Alan previously had 16 years of work experience in the battery field. The original intention behind founding Eskute was to make e-bikes more widespread and affordable for ordinary consumers.

This actually explains ESKUTE's early product positioning.

At the time, e-bikes in the European market had already formed a certain consumer base, but many products were not inexpensive. ESKUTE chose to enter through 'more accessible e-bikes,' with commuting, urban travel, and daily riding as the main scenarios.

Afterward, the brand continuously expanded its product line. From the early Wayfarer to the later Pro series, and now to models covering fat-tire bikes, mountain bikes, and more outdoor-oriented models, the people and scenarios covered by its products have become increasingly broad.

Image source: ESKUTE

At the same time, ESKUTE is also improving its overseas localization capabilities.

Currently, the brand has warehousing systems in the United States, Canada, and Europe. Its US official website shows that eligible products can be shipped from US warehouses, with after-sales support, warranty, and return/exchange services provided.

This means it is no longer simply 'selling bicycles overseas,' but gradually building a product, warehousing, and after-sales system for overseas consumers.

Image source: ESKUTE

Why is there still room for growth for e-bikes?

The market ESKUTE is in is actually undergoing a fairly obvious change in consumption structure.

Data shows that from 2019 to 2023, e-bikes contributed 63% of the dollar sales growth of the entire bicycle industry; by 2023, e-bikes already accounted for 20% of sales in the tracked bicycle market. In the first four months of 2024, US e-bike sales grew another 13% year over year.

Image source: People For Bikes

More notably, the market is expanding from cycling enthusiasts to ordinary consumers.

Data released by People For Bikes in 2026 shows that in 2024, about 450,000 e-bikes were sold in the United States through direct-to-consumer channels such as brand official websites, corresponding to about $800 million in sales. Including channels such as second-hand transactions, nearly 1 million e-bikes were involved in transactions in the US market in 2024.

In other words, e-bikes are gradually changing from outdoor sports equipment into a part of commuting, short-distance travel, and leisure life.

For a brand like ESKUTE, this means the reasons consumers buy e-bikes are increasing. Market demand has shifted from a single “ride faster” to more diverse “make life more convenient.”

Image source: People For Bikes

How do high-ticket products achieve explosive sales on TikTok?

For ESKUTE, the truly valuable thing about TikTok is not simply adding a sales channel, but being able to reinterpret an e-bike.

The most obvious change is from “talking data” to “talking scenarios.”

Opening ESKUTE’s current TikTok Shop product page, you can see that the V101 product title contains a large number of specific scenarios, including Back to School, Commuting, Outdoor, Graduation, etc.

The product still emphasizes information such as peak motor, speed, and range, but these data are no longer the sole protagonist of the content.

Image source: TikTok Shop

For TikTok users, “1500W motor” itself may not immediately create purchase interest, but specific scenarios such as “can ride to and from work” and “can take it outdoors on weekends” make it easier for consumers to first build an imagination of using the product.

Similar feedback can also be seen in product reviews: one U.S. user wrote in a purchase review that he lives in the countryside and rides this bike on country roads almost every day; another user mentioned that they ride it to take their children out and also use it to handle slopes in daily riding.

When customers have clear consumer demand, the probability of a transaction being completed naturally increases significantly.

Image source: TikTok Shop

However, for a relatively high-ticket product like an e-bike, it is still difficult for consumers to complete a purchase based only on a short video of just over ten seconds. In particular, information such as motor power, range, climbing ability, riding speed, and suspension performance requires more intuitive display and explanation.

From ESKUTE’s August 2026 TikTok sales data, this is very evident.

That month, the brand’s TikTok transaction amount was approximately US$928,800, of which livestream sales were US$696,000, accounting for 74.94%, far higher than video and product cards. The average selling price also reached US$534.72.

In other words, for ESKUTE, the important step that truly pushes consumers from “interested” to “placing an order” is still livestreaming.

Image source: kalodata

This actually also fits the consumer decision-making characteristics of large items and high-ticket products.

For example, in the livestream clip below, the host not only shows the appearance of the entire bike, but also demonstrates up close the vehicle’s operation method, dashboard, and keys, as well as details such as the seat and rear rack, allowing consumers to understand the bike’s actual configuration more intuitively.

For e-bikes with an average selling price of over US$500, this fuller product display exactly corresponds to consumers’ decision-making needs to further understand the product before placing an order. This also explains why livestreaming has become the main transaction scenario in ESKUTE’s TikTok sales.

Image source: kalodata

Video source: kalodata

Of course, the fact that livestreaming can become the main transaction channel is also inseparable from the traffic and content support provided by the front-end creator ecosystem.

Looking at August data, ESKUTE's affiliate creator GMV for the month reached $709,500, while the brand's self-operated account GMV during the same period was $127,300.

At the same time, a total of 409 affiliate creators posted related videos or livestreams during the month, and the number of newly published affiliate videos reached 810.

Image source: kalodata

This creator content also clearly leaned toward reviews + selling.

For example, @brihuff155 has long created product testing content in Tech, Gadgets, DIY, and other categories, and brought ESKUTE $83,900 in sales in August.

For this type of high-ticket product, creators first show consumers the product through real experience, and then livestreams further explain performance, specifications, and usage details, making the entire purchase path smooth.

In summary, for high-ticket products to sell well on TikTok, the key is not relying solely on regular advertising content, but rather needing a complete chain, from creator reviews and seeding to livestream conversion, with every link connected and none missing.

Image source: kalodata

Conclusion

From ESKUTE, one thing is clear: the boundaries of TikTok interest e-commerce are currently expanding.

In the past, people assumed it was suitable for low-ticket, small-sized categories such as beauty, apparel, and small home appliances, but the performance of large items like electric bicycles proves that with the right strategy, high-ticket categories can also work successfully on TikTok.

This is only one slice; more categories and more industries are waiting to be redefined. When products, content, and channels are truly combined, businesses that originally seemed unsuitable for interest e-commerce may also open up new growth space.