Last updated: 15 September 2026
These Terms & Conditions apply to consumer purchases from Virtue Electric Bikes Ltd ("Virtue", "we", "us" or "our") through our website, by telephone, email or WhatsApp, or in our Woodbridge store. They also explain the permitted use of our website.
Please read them alongside our Returns, Cancellations & Refunds Policy and Privacy Policy, and any specific information provided with your order.
Nothing in these terms limits your statutory consumer rights. The terms agreed when your contract is formed apply to that order; later website updates do not automatically change them.
1. Who we are
Virtue Electric Bikes Ltd is registered in England and Wales under company number 14383767. Our VAT number is 446078088.
Shop, returns and complaints address: 6A Thoroughfare, Woodbridge, Suffolk IP12 1AG
Registered office: 20-22 Wenlock Road, London N1 7GU
Email: sales@virtueelectricbikes.com
Telephone: 01394 834485
WhatsApp: 07795 517166
2. Placing an order
Please check the model, frame size, colour, specification, delivery details and price before submitting your order. Contact us promptly about any mistake.
For an online or assisted distance order, your order is an offer to buy. An automated message that only acknowledges receipt of the order or payment is not, by itself, acceptance. We accept when we expressly confirm acceptance, confirm that we have ordered the bike from our supplier for you, confirm it is ready for collection, or dispatch it, whichever happens first. An in-store contract is formed when we agree the sale with you.
Before acceptance, we may decline an order for a genuine reason such as unavailable stock, an obvious pricing error, an unsupported delivery location or reasonable fraud concerns. Any payment for an order we decline will be refunded without undue delay. Once a contract exists, we will change or cancel it only by agreement or where the law permits.
3. Prices and payment
Prices are in pounds sterling and include VAT where applicable. Delivery charges and any agreed extras will be shown or explained before you commit to the purchase.
Payment in full is required when goods are ordered, unless the purchase uses an approved Cycle to Work or finance arrangement, or we expressly agree otherwise in writing. Service and repair charges are payable as agreed when the work is authorised.
If we identify an obvious pricing error before accepting an order, we will explain it and let you choose whether to proceed at the correct price. Later price changes do not alter the price of an accepted order.
Ownership passes once the goods have been identified for your order and we have received full payment, subject to any applicable Cycle to Work or finance ownership terms. Responsibility for loss or damage during delivery is explained in section 6.
4. Stock and supplier orders
Some products are held in our store; others are sourced from a manufacturer or distributor. We will provide available delivery information before accepting your order and update you about significant changes.
Ordering a standard production bike in a normal manufacturer size, colour or specification does not automatically make it bespoke or non-returnable. Paying in full does not remove applicable cancellation rights.
Where goods are genuinely personalised or made to your individual specification and a statutory cancellation exception applies, we will explain this before you purchase.
5. Product information and e-bike range
We take reasonable care over descriptions, specifications and images. Screen colours can differ from the actual product, and measurements or weights may be approximate where stated.
Manufacturers sometimes change components or specifications. This does not give us an unrestricted right to change what you ordered. We will seek your agreement to a material substitution. If we cannot supply the agreed product and you do not accept an alternative, we will refund the affected unsupplied goods without affecting any other applicable rights.
Published e-bike ranges are estimates, not guaranteed distances. Actual range depends on factors including assistance level, rider and load weight, terrain, temperature, wind, tyre pressure, battery condition and riding style.
6. Delivery and collection
Delivery availability, charges and the expected timeframe will be provided on the product page, at checkout or during an assisted sale before the contract is made. We will explain any postcode or delivery restrictions.
Unless we agree a different delivery period, we will deliver without undue delay and within 30 days after the contract is made. Supplier estimates do not remove your late-delivery rights.
If delivery is late, you can normally give us an appropriate additional deadline and cancel if we miss it. You may be entitled to cancel immediately where we refuse to deliver or miss a deadline that was essential under the contract. Refunds due for non-delivery will be made without undue delay.
New e-bikes receive an appropriate pre-delivery inspection. We will explain any final setup needed after transport, consistently with the delivery service agreed.
For collection, wait for our ready-to-collect confirmation. We may request order details and suitable identification before releasing a high-value order.
For deliveries arranged by us, goods remain at our risk until you or your nominated recipient, other than the carrier, physically receives them. If you independently appoint a carrier we did not offer, risk passes when that carrier receives the goods.
Please report damage promptly, with photographs where possible. A delay in reporting does not automatically remove your statutory rights. Carrier problems should be raised with us.
7. Cancelling a distance purchase
For most qualifying consumer goods bought at a distance, you may cancel before delivery or within 14 days starting the day after receipt by you or your nominated recipient. For a single order delivered separately, the period normally runs from receipt of the last item.
Tell us through any clear statement, including email, telephone or post. You do not need a reason or our approval. An optional cancellation form is available in our Returns Policy.
You then have 14 days to send the goods back, unless we have offered to collect them. Collecting an order in-store does not itself remove cancellation rights where the contract was made at a distance.
You may inspect goods as reasonably necessary to establish their nature, characteristics and functioning, broadly as you could in a shop. If excessive handling or use reduces their value, we may make a proportionate deduction where lawful. We do not impose an automatic mileage penalty or fixed restocking fee. Missing original packaging does not automatically remove a statutory cancellation right.
You pay direct change-of-mind return costs only where we provided the legally required information before purchase. For bikes and other goods not normally returnable by post, that includes the return cost or an appropriate estimate. If we did not provide the required information, we will bear the return costs.
Please contact us before sending a bike or lithium battery for safe transport instructions. Do not send a damaged or unsafe battery through an ordinary postal or parcel service.
8. Refunds after distance cancellation
When you cancel the whole order, we refund the price and the charge for our least expensive standard delivery option. Extra charges for a premium delivery option are not normally refundable.
If we have not offered to collect the goods, we refund without undue delay and within 14 days of receiving them back or receiving evidence that you sent them back, whichever happens first.
If we have offered to collect, or no goods have been supplied, we refund without undue delay and within 14 days of being told of your cancellation.
Refunds use the original payment method unless you expressly agree otherwise. Any lawful deduction for diminished value will be explained. We do not charge an administration or cancellation fee for exercising statutory distance-cancellation rights.
9. In-store purchases and accessory returns
There is no automatic statutory change-of-mind return right for a correctly described, non-faulty bike purchased in-store. Any voluntary return or exchange is at our discretion unless agreed otherwise when you purchased.
If you ask to cancel an in-store order before supply and we agree to release you from the contract, any amount retained must be fair and reflect losses caused by the cancellation, after reasonable steps to reduce those losses. Full payment is not automatically forfeited.
We offer an additional 30-day goodwill return on unused accessories, online or in-store, subject to the conditions in our Returns Policy. This is not a general 30-day change-of-mind policy for bikes.
Sale and discounted goods retain their statutory rights. We will honour any more generous return terms agreed when you placed your order.
10. Faults and manufacturer warranties
Goods must be of satisfactory quality, fit for purpose and as described. Contact us if there is a problem; our Returns Policy explains the remedies available.
You normally have a short-term right to reject qualifying faulty goods within 30 days. After that, repair or replacement may be appropriate. If a repair or replacement fails, is unavailable or is not provided within a reasonable time and without significant inconvenience, further rights may include a price reduction or final rejection.
A manufacturer warranty is additional to your statutory rights against us. Warranty terms vary by brand and component. We may need proof of purchase, diagnostic information or an inspection, but will not make statutory remedies depend solely on manufacturer approval.
Normal wear, accidental damage, misuse and neglect are not automatically product defects. Wear items can still be faulty. An unrelated modification does not remove your rights concerning an unrelated defect.
11. Software, connected services and modifications
Some bikes use manufacturer or third-party apps, firmware and connected services. These may depend on compatible devices, accounts, coverage, subscriptions or regional availability. We will explain relevant known requirements and charges before purchase where they form part of the product offered.
Services and software may change, but this does not remove your rights if a bike or included digital functionality fails to meet the contract. You remain entitled to remedies that the law provides.
Please follow the manufacturer's safety, charging and maintenance instructions. Unauthorised tuning, derestriction or incompatible components can affect safety, legality and warranty coverage. We do not endorse unlawful modifications. Any exclusion relating to a modification will be limited to what the law and applicable warranty permit and will not remove statutory rights for unrelated faults.
12. Servicing and repairs
We carry out work with reasonable care and skill. Estimates reflect the condition we can reasonably assess at the time. We will obtain approval before undertaking additional chargeable work beyond the scope or spending limit you authorised.
Where no completion time is agreed, work will be completed within a reasonable time. Where the law permits, we may retain a bike until authorised charges are paid. We will give advance notice of any proposed reasonable storage charge and a fair opportunity to collect. Uncollected goods will only be dealt with in accordance with the law.
For a qualifying service contract made at a distance, you normally have 14 days starting the day after the contract is made to cancel. Work will start during that period only at your express request.
If you cancel after requesting an early start, a proportionate charge for work supplied may be payable where we gave the required information. A service contract's cancellation right is lost after full performance only where you expressly requested the early start and acknowledged that consequence. These provisions do not remove rights relating to faulty work.
13. Cycle to Work and finance
Approved schemes and finance providers have their own eligibility, payment and ownership arrangements. We will explain applicable purchase conditions before you commit, including any restrictions on combining schemes with discounts or price matching.
Under Cycle to Work, your employer or scheme provider may be the purchaser or owner. Refunds may therefore need to go to that organisation rather than directly to the rider. Finance refunds will be coordinated with the provider as appropriate.
Cancelling a finance agreement alone does not necessarily cancel the goods purchase. Contact us and the provider about the relevant arrangements. Nothing in this section removes statutory rights that apply.
14. Offers, price matching, trade-ins and gift cards
Offers and discount codes follow the eligibility and expiry conditions stated with them and may not be combined unless agreed.
Any price match follows its advertised conditions. Comparisons normally require an identical new product, size, colour and specification genuinely available from an authorised UK retailer, including delivery costs. Applicable exclusions will be explained before purchase.
Trade-in quotations are subject to inspection. Any change to the valuation will be explained and agreed before the trade-in is completed.
Gift cards and account credit follow the conditions given when issued and are not normally exchangeable for cash. Applicable statutory cancellation and refund rights remain. We will not substitute store credit for a cash refund to which you are legally entitled without your agreement.
15. Using our website
You may browse and use the website for lawful purposes. You must not introduce malware, attempt unauthorised access, interfere with security or other users, or use the website fraudulently.
Website content belongs to us or the relevant rights holders. You may use it for personal reference and as otherwise permitted by law; commercial copying or reuse requires appropriate permission.
Third-party links are provided for convenience. Their services have their own terms, but this does not exclude our responsibilities for anything we sell or promise to provide.
16. Privacy and Shopify
Our Privacy Policy explains how personal information is used and the choices available to you.
Our store is hosted by Shopify, which processes personal information when you visit and purchase. We use Shopify Network Intelligence and Enhanced Services, which use information from interactions with our store, other Shopify merchants and Shopify to provide services including personalisation, advertising and measurement.
For these purposes, information is shared with Shopify and relevant third parties, which may be located in other countries. More information is available in the Shopify Consumer Privacy Policy and through the Shopify privacy portal.
Accepting these terms does not itself consent to optional cookies, personalised advertising or marketing messages. Where consent is required, it is requested separately and may be withdrawn through the relevant privacy or marketing controls.
17. Our responsibility to you
We do not exclude or limit liability where doing so would be unlawful, including for death or personal injury caused by negligence, fraud or fraudulent misrepresentation, or breaches of your statutory consumer rights.
We are responsible for losses that are a foreseeable result of our breach of contract or failure to use reasonable care and skill. We are not responsible for losses that were not reasonably foreseeable when the contract was made.
For consumer purchases, we do not accept liability for business losses such as lost profits or business interruption, except where the law requires otherwise.
If an event outside our reasonable control delays performance, we will contact you and take reasonable steps to minimise the effect. This does not give us unlimited time to fulfil an order or remove your rights to cancel or receive a refund.
18. Complaints and applicable law
Please send complaints to sales@virtueelectricbikes.com, call 01394 834485 or write to our Woodbridge address. We will investigate and try to resolve the issue. If a complaint remains unresolved, we will provide any dispute-resolution information required by law.
These terms are governed by the law of England and Wales. Consumers elsewhere retain mandatory legal protections and any rights to bring proceedings in their home courts that applicable law provides.
If a provision is found unlawful or unenforceable, the remaining terms continue to apply where possible. A delay in enforcing a term does not automatically waive it. Nothing prevents you relying on information or promises that form part of your contract by law.
