To reduce greenhouse gas emissions low-carbon transportation innovations are needed. One recent innovation is e-cargo bike sharing, which links established elements: a cargo bike, an electric motor, and sharing infrastructure. Existing research on mode sharing suggests that sharing schemes face difficulties to move beyond a specific group of early adopters. To gain insights into the characteristics of and perceived barriers for those who adopt e-cargo bike sharing and those who do not, we investigated four groups: active members, inactive members, potential members, and uninterested non-members. We analyzed survey data (n = 301) from members and non-members of an e-cargo bike sharing scheme in the city of Basel, Switzerland, to explore differences in current transportation patterns and sociodemographic characteristics among the four groups. Using a mixed-methods approach, we employed a multilevel regression model to analyze quantitative data. We also applied a qualitative coding system to investigate open-ended survey questions. We found that the present scheme is more likely to attract men, cyclists, and young people; however, other groups were interested. Factors that inhibit wider adoption include safety concerns and the configuration of the sharing procedure. More effort that considers the links among infrastructure, road safety, and cycling competences is required to support the adoption of e-cargo bike sharing as a low-carbon transportation innovation.