Privacy policy
Privacy Policy
Last updated: 15 September 2026
Virtue Electric Bikes Ltd (“Virtue”, “we”, “us” or “our”) respects your privacy. This notice explains what personal information we collect, why we use it, who we share it with and what rights you have when you visit our website, shop with us, contact us or use our services.
1. Who we are
Virtue Electric Bikes Ltd is a company registered in England and Wales under company number 14383767.
Shop: 6A Thoroughfare, Woodbridge, Suffolk IP12 1AG
Registered office: 20–22 Wenlock Road, London N1 7GU
Email: sales@virtueelectricbikes.com
Telephone: 01394 834485
Virtue Electric Bikes Ltd is the controller responsible for the personal information we collect and use for our business. Where another organisation is independently responsible for using your information, its own privacy notice will also apply.
2. Information we collect
Depending on how you deal with us, we may collect:
Contact and purchase information: Your name, address, email address, telephone number, delivery details, orders, payments, refunds and information needed for Cycle to Work or finance arrangements.
Bike and service information: Details of bikes and products you buy from us or bring to us for work, including frame or serial numbers, components, warranty information, diagnostic information and service history.
Communications and preferences: Enquiries, emails, WhatsApp messages, telephone notes, other correspondence, marketing preferences and records of consent or opt-out.
Website and security information: Your IP address, browser or device type, pages viewed, website interactions, cookie identifiers and information used for payment security and fraud prevention.
Most information comes directly from you. We may also receive information from organisations involved in your purchase or service, such as Shopify, payment providers, Cycle to Work providers, finance companies, couriers, manufacturers or distributors.
We do not normally store full payment-card details ourselves. Card payments are processed through our payment providers’ secure systems.
3. Why we use your information
We use personal information only where we have a lawful basis for doing so.
To fulfil a contract or take steps you request before a purchase: This includes preparing quotations, processing orders, taking payment, arranging delivery or collection, carrying out servicing or repairs and providing agreed after-sales support.
To meet legal obligations: This includes keeping accounting and tax records, complying with consumer and product-safety requirements, and responding to lawful requests from authorities.
For legitimate business interests: This includes handling enquiries and complaints, preventing fraud, keeping our systems secure, administering our business, improving our services and establishing or defending legal claims. We rely on this basis only where our interests are not overridden by your rights and interests.
With your consent: We rely on consent where required for marketing, advertising and non-essential cookies or similar technologies. Where electronic-marketing rules allow us to send messages without consent, we may rely on our legitimate interest in promoting our own similar products and services, subject to the conditions explained in section 7.
Where information is necessary to process your order or provide a service, we may be unable to complete it without that information. You do not have to agree to optional marketing to buy from us.
4. Who we share information with
We share personal information where reasonably necessary for the purposes described in this policy. Recipients may include:
Website, payment and business-service providers: Shopify, payment processors, banks, fraud-prevention services, IT providers, service-booking systems and customer-communication providers.
Organisations involved in your purchase or after-sales support: Couriers, delivery and collection companies, manufacturers, distributors and authorised service partners handling orders, technical support, safety recalls or warranty claims.
Cycle to Work and finance organisations: Scheme providers, employers and finance providers where you choose those purchase methods.
Marketing and consent-management providers: Email and SMS providers, Enzuzo, and analytics or advertising providers such as Google and Meta, subject to the applicable legal requirements and any necessary consent.
Professional advisers and authorities: Accountants, insurers, legal advisers, regulators, courts and law-enforcement bodies where there is a lawful reason to share information.
We do not sell customer information for money. However, some advertising-related transfers may be described as “sale”, “sharing” or “targeted advertising” under certain countries’ privacy laws. Where applicable, you can exercise the relevant choices through our website’s privacy controls or by contacting us.
5. Shopify and our online store
Our online store is hosted by Shopify. Shopify processes personal information when you browse or buy from our store and provides services that support our website, checkout, payments, security and other ecommerce functions.
We use Shopify Network Intelligence and Enhanced Services. These services use information about interactions with our store, other Shopify merchants and Shopify to support personalisation, relevant advertising, measurement and improvements to services.
For these purposes, information about your activity on our store is shared with Shopify and relevant third parties, which may be located outside the UK. Shopify acts as an independent controller for certain Enhanced Services processing.
Where consent is required for personalised advertising or related tracking, that use is subject to your consent. You can withdraw consent through the relevant privacy controls.
For more information about Shopify’s use of personal information, read the Shopify Consumer Privacy Policy.
You can also use the Shopify privacy portal to exercise applicable rights directly with Shopify, including withdrawing consent or objecting to certain uses of your information.
6. Cookies and similar technologies
Our website uses cookies and similar technologies.
Some are necessary for functions such as security, keeping your shopping basket working and completing checkout. Others may be used for preferences, analytics, advertising and measuring marketing performance.
We use Enzuzo Data Privacy to manage cookie consent.
Where consent is required, we use non-essential cookies and similar technologies only after you have agreed to them.
Our cookie banner gives you the options to Allow All, Decline or Manage Cookies. Declining optional cookies does not prevent the use of cookies that are strictly necessary for the website to function.
Simply continuing to browse, closing the banner or clicking Decline does not count as agreement to optional cookies.
You can review, change or withdraw your choices using the cookie controls available on our website. Contact us if you need help accessing those controls.
Cookie choices are separate from email and SMS marketing preferences. Accepting cookies does not, by itself, subscribe you to marketing messages.
7. Email and SMS marketing
We may send information about our bikes, accessories, services, events or offers where you have agreed to receive the relevant type of marketing.
In some circumstances, the law also allows us to market our own similar products or services when we obtained your contact details directly during a purchase or discussions about a purchase. We use this route only where you were given a clear opportunity to opt out when your details were collected and in every subsequent marketing message.
You can object to direct marketing and unsubscribe at any time.
To do so, use the unsubscribe link in an email, follow the opt-out instructions in an SMS or contact sales@virtueelectricbikes.com.
We may keep a limited record of your opt-out so that we do not accidentally add you back to marketing in the future.
Unsubscribing from marketing does not prevent us from sending necessary, non-promotional messages about an order, delivery, collection, repair or warranty claim.
8. International processing
Some of our service providers operate internationally, so personal information may be processed outside the UK.
Where a transfer is covered by UK adequacy regulations, we may rely on those regulations. For other transfers, we use appropriate safeguards where required, such as approved contractual protections, or another lawful transfer mechanism.
You can contact us for further information about relevant international transfers and how to obtain a copy of applicable safeguards.
9. How long we keep information
We keep personal information only for as long as reasonably necessary for the purpose for which it was collected, including legal, accounting, tax, warranty, safety and dispute-resolution requirements.
Order and accounting records: These are normally retained for around six years, or longer where a legal requirement or an ongoing matter makes this necessary.
Warranty and service records: Retention depends on the product, the work carried out, applicable warranty periods, safety requirements and the time during which a claim may arise.
Enquiries and correspondence: These are retained for as long as needed to deal with the matter and any related follow-up, complaint or dispute.
Marketing records: These are retained while needed for the relevant marketing activity. When you opt out, we may retain a minimal suppression record to ensure your preference continues to be respected.
When information is no longer needed, we delete it or make it anonymous.
10. Security
We use reasonable technical and organisational measures designed to protect personal information against unauthorised access, loss, misuse, alteration or disclosure.
No website or electronic system can be guaranteed to be completely secure, but we take reasonable steps to protect the information we hold.
11. Your rights
Depending on the circumstances, UK data protection law gives you rights to request access to your personal information, correct inaccurate information, request erasure, restrict certain uses and receive certain information in a portable format.
You can object to processing based on legitimate interests. You can also object at any time to the use of your information for direct marketing.
Where we rely on consent, you can withdraw it at any time. Withdrawal does not affect the lawfulness of processing carried out before you withdrew consent.
These rights are subject to legal conditions and exemptions. For example, we may need to retain some information to meet a legal obligation even after you request deletion.
To exercise your rights, contact:
You can also contact us by telephone or write to our shop address in section 1. We may need reasonable information to verify your identity.
We normally respond within one month. Where the law permits additional time, we will explain this to you. Requests are normally free of charge.
12. Children and third-party services
Our website is not specifically directed at children. We do not knowingly use children’s personal information for inappropriate or unlawful targeted marketing.
Our website may link to manufacturer apps, social networks, finance providers, Cycle to Work providers and other third-party services. Those organisations have their own privacy practices, and their privacy notices explain how they use information when you deal with them.
13. Complaints
For concerns about how we use your information, contact:
We will consider your complaint and try to resolve the issue.
You also have the right to complain to the Information Commissioner’s Office (ICO), the UK’s data protection regulator. You do not have to contact us before exercising that right.
Further information is available on the ICO website.
14. Changes to this policy
We may update this Privacy Policy when our business, services, technology or legal obligations change.
The current version will be published on our website with the date it was last updated. Where required, we will draw significant changes to your attention or obtain fresh consent.
