Abstract: A shift operating device is basically provided with a bracket member, a support structure, a wire takeup member, a positioning mechanism, and a control member. The bracket member is mounted to a bicycle. The support structure is removably mounted to the bracket member. The wire takeup member is movably supported by the support structure. The positioning mechanism includes first and second positioning members supported by the support structure. The first positioning member integrally moves with the wire takeup member. The second positioning member engages the first positioning member such that the first positioning member has a plurality of operating positions. The control member has a first portion movably supported by the support structure inside the bracket member and a second portion disposed outside the bracket member. The control member is operatively coupled to the positioning mechanism for changing the operating position of the first positioning member.