Commerce Site of the Day · Monday 2 November 2026
Cowboy: a free test ride brought to the door, an app that comes with the bike and a cart that offers a test ride
Cowboy sells connected electric bikes in Europe. On our visits its cart was empty and said that a test ride was nearby. The Cruiser page puts a free test ride beside the price, and the test ride page lets a shopper choose a model, a time and a meeting place, with an expert bringing the bike to them.
Five things we saw on 2 November
- A regional redirect on arrival. The homepage asks visitors from the United States whether they want to continue on the US site, with a "No thanks" link. The Cruiser page shows its price in euros.
- An empty cart with a route forward. The cart drawer reads "There's nothing here, but a test ride is nearby", with two buttons: Add a bike and Shop accessories.
- A test ride beside the price. The Cruiser page shows "From €3,299" and "Yours from €3,299" beside a Configure button, and a Book a test ride button sits in the same block.
- Colours with a stock note. Black, Sand and Dawn are offered as colours. Dawn carries a "Last chance" label on the colour choice, and the page's top line reads "Last chance for Dawn".
- The app described as part of the bike. The Cruiser page has a Cowboy App section with a digital key, theft alerts, GPS tracking, turn-by-turn navigation built with Google, crash detection, and a line saying repairs can be booked from inside the app.
The test ride page
The page is titled "Book a free test ride" and says the ride is free and the store will come to the shopper. A shopper can use their current location, then picks a country from a list of eight: Austria, Belgium, Denmark, France, Germany, the Netherlands, Sweden and the United Kingdom. Three steps follow: pick a model, a time and a meeting place; an expert brings the bike and shows how it works; the shopper rides with no obligation to buy. Below the steps sits a list of questions, among them how long a ride lasts, whether it commits the shopper to anything, whether it can be cancelled or moved, and what happens if the bike is damaged.
What a shopper in 2026 expects here
A bike costs a lot and is hard to judge from a photograph. A shopper wants to ride it before paying, to know the price in their own currency, and to know who will fix the bike later. Cowboy puts each of these on the bike page, not only in the menu.
What to take to your own shop
- If a product is hard to judge from a page, offer a way to try it first, and say what the trial costs in the same place as the price.
- Put a next step in the empty cart, so a shopper who has not chosen anything still has somewhere to go.
- When a product comes with an app or a service, show it on the product page, not only in the menu.
What we could not confirm
We did not book a test ride, configure a bike or add one to the cart. We did not read the leasing or payment terms. The footer reads "Based on 6,117 reviews", and we did not check that figure against a review site. The page code loads Shopify's file network, so we describe the store as running on Shopify. We did not find a theme name in the code, so we do not name one.
Where to look
The store is at cowboy.com. We read the homepage, the test ride page and the Cruiser product page in a headless browser on 2 November 2026, without booking, buying or contacting the store. Cowboy is number 18 on the Shopify article list, and its entry is on The Shopify 50 page.
The homepage picture was taken at 1440 pixels on 3 November 2026. The Cruiser page and the test ride page were shot again on 6 November 2026, shown below.