e*thirteen’s Major 2026 Sales Shift Has Cyclists Asking One Big Question
e*thirteen will shift its US sales model starting January 1, 2026, moving from third-party distributors to dealer-direct sales from Petaluma, California. Previously, its products were distributed by QBP, BTI, and dealer-direct, but it will now focus on direct sales via its website (www.ethirteen.com). This change is in response to recent market changes, namely, new import tariffs in the USA. While many companies have raised retail prices and squeezed dealer margins, e*thirteen believes increasing prices now, amid a post-pandemic inventory glut, would harm consumers and the brand.
“We would like to sincerely thank our distribution partners QBP and BTI for many years of professional service and support,” said Chris Costello, e*thirteens American Sales/Service Manager. “It has been a pleasure to work with these outstanding businesses and friends. We feel this step is necessary to limit tariff & inflation-driven price increases and allows us to offer improved dealer margins as well as limit MSRP increases.”
e*thirteen
This change highlights e*thirteen's dedication to its dealer network and end-users by removing distributor margins, enabling dealers to enjoy higher profits and direct access to products and support, especially as the industry manages with higher pricing due to tariffs.
What This Change Means for Dealers
Increased Margins Across the board
Improved margins on high-ticket items, select consumables, and high-volume products.
Margin and Profit Protection
Dealer margins stay intact when buying discounted items from the e*thirteen B2B site. Dealers earn rebates on the margin difference for products purchased at standard dealer prices and sold during a sales window at the sales price.
Free Ground Shipping on orders over $200
Shipping within 24h (weekends and holidays excluded)
Access to Shopify Collective
E*thirteen inventory can be seamlessly connected to a Shopify website, minimizing financial commitments, as e*thirteen manages stock and handles drop-shipping directly to your customers.
US dealers will have two options to purchase e*thirteen products.
Online B2B Portal
Dealers can create a dedicated B2B account on the e*thirteen website, enabling them to buy online anytime and enjoy strong margins.
Custom Programs via Sales Team
e*thirteen's US sales team is available to discuss tailored solutions, program needs, and offer personalized pricing for dealers.
In the press release from e*thirteen, it explains that "This transition demonstrates e*thirteen's commitment to improved dealer service and keeping its parts affordable and accessible for cyclists across the country. e*thirteen is eager to embrace this new chapter and to build stronger partnerships directly with dealers."
Will we see more component brands take this approach as tariffs begin to squeeze margins and raise prices for shops, and could this mean online distributors like QBP and others lose out on accounts at local shops? Only time will tell.