There may be no slowing down the growth of online retail, which surged to new levels of market dominance during the pandemic.

One of the most significant advantages of this shift is the greater personalization available. Especially when buying directly from manufacturers, which can offer a more extensive selection than most brick-and-mortar bike shops.

But as many of us have now learned, purchasing technical gear without trying it first or consulting with an in-store expert often leads to consumers receiving the wrong product — and restarting the searching and buying process all over again.

For these reasons, Enduro Bearings has launched a new direct-to-consumer website that gives cyclists access to their extensive catalog of products. The company said the new site will make it easier for cyclists to upgrade their bikes with every bearing Enduro makes — a selection that local retailers could never match.

The site’s creators were well aware of the pros and cons of online gear purchases, which is why Enduro has built-in “highly intuitive search tools” to help cyclists choose the right product for their bike and individual needs.

In its press release, the Oakland-based company said the new site marks the first time in its 25-plus year history that its complete line of cycling products — more than 1,200 unique SKUs — will be available to US consumers.

“The new site provides consumers access to even the most obscure parts, from old-school individual bearing balls to innovative new offerings such as patent-pending Maxhit components and XD15 ceramic-hybrid bearings, both of which include lifetime guarantees,” the press release said.

By offering in-depth FAQ and Bearing Basics pages, Enduro hopes to supply sufficient information to ensure customers get the right product. The pages are designed to assist both consumers and retailers in selecting the correct hub, suspension, bottom bracket or headset bearings.

There’s also an “easy-to-use” filtering tool for each product category to allow users to find the bearings and components best suited for their riding conditions and needs.

“Enduro Bearings has a long history of collaborating with bicycle companies to provide smooth-rolling, efficient, long-lasting bearings tailored to very specific needs,” says Rick Sutton, Enduro’s Director of Business Development and Marketing. “Hopefully, our ongoing efforts – including this new website – will prompt customers to learn more about bearing design and manufacturing and then actively seek out Enduro’s products at their local retailer when shopping for a new bike or servicing their current bikes.”