How E-Bike Startup Delfast Conquered the US Market: Lessons in Global Expansion

Episode 8. Start Global Insights – podcast for exporters.

Entering the US market requires physical presence, clear product differentiation, and strong support for local distribution partners. Ukrainian e-bike manufacturer Delfast successfully transitioned from a local delivery service into a global hardware brand by leveraging crowdfunding data, localizing operations in California, and building a B2B bike dealer network.

In this episode of Start Global Insights, host Dmytro Shvets interviews Daniel Tonkopi, founder and CEO of Delfast. Daniel shares how his team built a Guinness World Record-winning e-bike, moved headquarters to Los Angeles, and expanded sales to over 40 countries.

Listen to the full episode at Apple Podcasts, Spotify and YouTube Music.

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Ukrainian e-bikes for the US market. A story of one exporter.

byDmytro Shvets, Global markets expert, B2B Sales and Negotiations Expert

This time my guest is Daniel Tonkopi, the CEO and founder of the unique Ukrainian e-bike producer Delfast.

Their bikes hold the world records in speed and distance, drive longer than Tesla, used by police, army and ordinary people around the world.

In our conversation Daniel shares his story about entering US market.

We will talk about:

• How to sell in US
• What is the role of PR and marketing in international expansion
• What is the best way to understand the local markets
• …and other insights from the experienced exporter

This podcast is made in a partnership with Do Business With Ukrainians, the platform of Ukrainian business teams you can work with now.

Work with verified teams. Access the best, trustworthy small and medium businesses. You may request cooperation with Ukrainian business here: https://www.dobizwithua.com/

Create your international expansion strategy with Start Global, your guide to foreign markets. https://www.start-global.biz/

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Key Takeaways

• Data-driven market selection: Delfast identified the US as its primary market after 80% of its initial Kickstarter backers came from North America.
• In-person B2B outreach: Cold calling local bike shops to set up face-to-face product demonstrations yielded a 25% final contract conversion rate.
• Focus on dealer profit: The most effective B2B sales pitch centers on explaining exactly how your product helps the retailer earn more revenue.
• Targeted local marketing: Running localized Google Ads around a dealer’s zip code drives direct foot traffic and builds distributor loyalty.
• Hybrid operational team: Combining local US talent (PR, sales) with cost-effective offshore operations (R&D, digital marketing) optimizes growth budgets.
• Early physical presence: Moving to your target country early accelerates learning far more than remote market research.

How Did Delfast Transition from Courier Delivery to E-Bike Manufacturing?

Delfast started in 2014 in Kyiv, Ukraine, as a 1-hour fast delivery courier service. The company needed efficient transportation for its couriers to avoid traffic jams without relying on gas-powered vehicles or tiring pedal bicycles.

When searching for electric bicycles, founder Daniel Tonkopi discovered that standard commercial e-bikes offered under 30 miles of range per charge, whereas delivery operations required at least 130 miles. Delfast began building custom high-range electric bikes to solve its own operational needs. By 2020, the company sold its delivery unit to focus entirely on e-bike engineering and manufacturing.

How Should Exporters Select Their First Target Country?

Delfast selected the US market based on actual customer buying data rather than theoretical market research. In 2017, the company launched a crowdfunding campaign on Kickstarter.

The campaign analytics revealed a clear breakdown:

• 80% of buyers were located in the United States.
• 15% of buyers were in the European Union.
• 5% were spread across other global regions.

Following the Pareto 80/20 principle, Delfast focused its limited startup resources on the US, which represents a multi-billion-dollar e-bike industry.

What Is the Best Strategy to Build a B2B Retailer Network in the US?

To transition from direct-to-consumer (D2C) web sales to B2B dealership sales, Delfast executed an intensive field research and sales campaign.

Step 1: Analyze Sales Data

Identify top-performing state (California = 40% of sales)

Step 2: Remote Prospecting

Cold call local bike stores from home office to book meetings

Step 3: On-the-Ground Visits

Drive to shops with physical product demos in a minivan

Step 4: Value-Driven Pitch

Focus pitch on dealer profitability and local ad support

Specifics of B2B sales in the USA: How to build a dealer network?

Choose the Right Location

The founders traveled across major target states, including Florida, Texas, New York, and California. Because 40% of their organic US sales originated in California, they chose Los Angeles for their headquarters.

Focus on the Right Distribution Partners

Delfast cold-called retail businesses using Google Maps:

• Car dealerships: Near 0% interest in selling electric bikes.
• Motorcycle shops: Low interest due to resistance to switching from gas engines to electric.
• Bicycle stores: High interest as customers actively demanded pedal-assist and electric options.

Pitch Dealer Profitability

During face-to-face meetings, the most convincing argument was showing store owners how adding high-range e-bikes would increase their profit margins. Over 50% of visited bike shops showed interest, and half of those ultimately signed dealership contracts.

What Are the Most Effective Marketing Channels for US Expansion?

Delfast relies on three main marketing pillars to generate sales across both online and retail channels:

How Can Foreign Brands Support Local US Retailers?

Signing a dealer is only the first step. To maintain long-term B2B partnerships, manufacturers must actively drive end-user demand into retail locations.

• Geo-Targeted Advertising: Delfast runs Google Ads within a specific radius around an exclusive dealer (e.g., in Sacramento) to direct local buyers straight to the store.
• Promotional Synchronization: When running online discounts on the main website, inform dealers weeks in advance so they can match prices and manage inventory.
• Spare Parts Availability: Maintain local warehouse stock in the US so dealers can perform quick repairs and customer support without waiting for international shipments.

What Are the Biggest Mistakes Foreign Companies Make Entering the US?

Delaying Physical Presence: Operating remotely creates time-zone delays and trust issues with B2B buyers. Physical presence speeds up market learning.

Unintentional Cultural Signals: Using non-standard address formats on websites (such as adding “County” or writing “USA” instead of “US”) flags a business as foreign and lowers buyer trust.

Assuming Distributors Will Do the Marketing: Retail dealers will not promote your product unless you supply marketing materials, local advertising support, and ready leads.

Checklist: US Market Entry Steps for Hardware Exporters

• Analyze existing sales data to locate where organic demand is concentrated.
• Secure minimum funding for international travel, lodging, and sample transportation.
• Book in-person sales appointments before traveling to the target country.
• Carry physical product samples directly to retail shop managers.
• Engage local native English editors to review all customer-facing materials and addresses.
• Hire local PR/Sales professionals to handle media relationships and local B2B networking.
• Establish local US inventory for quick spare parts delivery and post-sale service.

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