Upway Boosts Customer Confidence and Operational Efficiency with Extend Product Protection

When Upway launched in the U.S., its goal was ambitious but clear: make high-quality electric bikes more accessible by offering expertly refurbished models online. But selling expensive, secondhand equipment purely through digital channels comes with unique challenges — namely, building customer trust and maintaining streamlined operations. For Upway, Extend has proven to be a strategic partner in tackling both.

Extend helps Upway establish trust, drive sales

“Customer trust was the biggest reason we added Extend,” said Maxime Renson, General Manager of Upway’s U.S. operations. “We’re selling a secondhand product online that is often expensive for many customers. Being able to offer an extended warranty backed by a reputable company like Extend is a huge signal to the customer that we stand behind our bikes.”

Adding Extend Product Protection at checkout reassures customers that they’re covered, especially for components with a higher likelihood of failure over time — like batteries or motors. Renson noted that this assurance has been particularly powerful for customers considering bikes with higher mileage, where Extend gives peace of mind that the product will last.

Since launching with Extend, Upway has seen a noticeable bump in performance, including an increase in conversion of 2 to 3 percentage points on used bikes. Renson also noted that he believes Extend Product Protection adds an additional $30 to $50 in average order value — without increasing customer acquisition costs. “We see a great product-market fit,” Renson added. 

Upway reduces claim resolution from weeks to minutes with Extend

Upway’s lean team thrives on operational efficiency, and Extend’s fully managed product protection program helps keep it that way. Before partnering with Extend, handling a claim took up to 25 days and required at least 45 minutes of agent time — from troubleshooting and repair coordination to reimbursement processing.

“With Extend, it’s less than a minute of agent time,” Renson said. “Our team doesn’t need to get involved — Extend takes over the whole process. That frees up our agents to focus on pre-sale support, which is crucial since 40 to 45% of our bike sales are initiated during a support experience.”

This reduction in ticket resolution time isn’t just about internal savings. It creates a faster, more satisfying customer experience — an especially valuable differentiator when selling high-value products online.

Extend gives Upway an edge in a competitive market

In the U.S., Upway is carving out a niche few others can claim. According to Renson, Upway is one of the few secondhand e-bike retailers currently offering extended warranty coverage. “This puts us ahead of our direct competition. And with Extend, we can also compete with new-bike retailers offering longer warranties — but at a lower price.”

The value proposition is compelling: customers can buy a nearly new e-bike at a reduced price and still enjoy warranty coverage comparable to what a manufacturer would offer.

Flexibility with implementation made getting started simple

While some providers offer only plug-and-play integrations, Extend’s flexible platform stood out. Upway didn’t want a standard protection pop-up — they wanted Extend embedded within a fully custom cross-sell flow alongside accessories and insurance.

“Other providers offered less flexibility,” said Renson. “Extend worked with us to fit our customer journey, not the other way around. The onboarding was smooth, and the support from the Extend team was excellent.”

Upway is mapping a new route for e-bike sales with Extend

Upway’s partnership with Extend is just getting started. With attachment rates between 10 to 15% and more than 60% of customers selecting 2- or 3-year plans, the demand is clear. And customers are noticing too: Upway has seen positive Trustpilot reviews highlighting the value and peace of mind provided by Extend’s added protection.

“If I were recommending Extend to a friend in ecommerce, I’d say it’s a no-brainer,” Renson said. “It builds trust, improves conversion, and adds meaningful revenue.”

For Upway, pairing its mission of sustainable mobility with Extend Product Protection creates a powerful combination: increased confidence for customers, less friction for operations, and a meaningful edge in a growing market.

To learn more about Extend’s suite of post-purchase solutions, including product protection, shipping protection, fraud mitigation, and more, click here for a custom demo.