a shift operating device for a bicycle comprises a mounting member structured to be mounted to the bicycle, a cable coupling member coupled to the mounting member for moving a cable in a cable pulling direction and a cable releasing direction, a positioning unit that selectively maintains the cable coupling member in a plurality of operating positions, a first operating member that moves in a first direction and in a second direction different from the first direction, and a transmission unit that transmits movement of the first operating member to the positioning unit such that the cable coupling member moves from an origin operating position toward a destination operating position when the first operating member moves in either of both the first direction and the second direction.