The Fuel Industry is at an Inflection Point

A perfect storm of market forces is threatening the viability of the traditional fuel station: by 2035, up to a quarter of all sites could close, and fuel profits in EV-dominant markets may decline by as much as 60%. This dramatic projection, citing BCG analysis in The Driivz EV Charging Platform Selection Guide, means total fuel retail profits are set to drop by 30% by 2035.

This risk is highest for service stations in rural and residential areas where home charging is common. While these current economics are challenging, this inflection point also creates a massive opportunity for the fuel retailers who are willing to pivot now.

Current economics are challenging. Driivz reports that over 97% of U.S. convenience stores selling gasoline are independently operated, with net profit per gallon at about 1% of the pump price. The IEA’s Global EV Outlook 2025 notes global electric car sales exceeded 17 million in 2024, accounting for over 20% of sales. The IEA projects EV sales shares will surpass 40% by 2030, reaching about 80% in China and nearly 60% in Europe.

Despite these challenges, significant opportunities exist. The guide further estimates the global EV charging value pool will reach $120-180 billion by 2030, with charge point operators capturing over half of total profits. Fuel retailers are well-positioned, as 65% of NEVI program funding recipients are already fuel retailers, underscoring their highway locations as natural charging hubs.

Station Closures Are Not Inevitable: They Are a Result of Failing to Modernize

How are Fuel Retailers in the US and Europe Adapting for EV Drivers?

In the US, fuel retailers are redesigning locations to serve EV drivers. Grist reports Wawa has installed over 210 chargers, while Sheetz offers more than 650 chargers at 95 locations, with over 2 million sessions. As the guide notes, 7-Eleven is building one of North America’s largest fast-charging networks, and Circle K is planning its first EV-only site with integrated battery storage as a power hub.

The financial case is strong. Citing McKinsey data, the Driivz whitepaper found EV owners enter convenience stores 45% more often than gasoline customers, with average food spend up 25%. EV charging extends customer visits by 15-30 minutes, shifting economics from thin fuel margins to stronger retail margins. Research also shows drivers will pay premiums of more than 10% for trusted, reliable, well-lit charging locations with clean restrooms and amenities.

According to the whitepaper, fuel retailers that add EV charging unlock multiple revenue streams beyond traditional fuel sales:

• Direct charging fees: per-kWh, per-session, or subscription-based pricing models that generate recurring revenue per charger.
• Ancillary in-store sales: Higher-margin categories such as fresh prepared food, branded coffee, and grab-and-go meals that retailers like Wawa and Sheetz are expanding to serve longer customer visits.
• Advertising and sponsorships: Digital displays on charger hardware that generate ad revenue from brands targeting captive EV driver audiences.
• Data monetization: Charging session and customer behavior data that enhances loyalty programs and enables targeted offers.
• Utility incentive programs: Participation in demand response and grid services programs that reward flexible energy use with additional payments.

Europe’s transition is more advanced. Shell has chosen the Driivz platform to accelerate EV charging across more than 10 European countries. Shell is divesting 500 fuel stations annually to fund EV infrastructure, targeting over 200,000 public chargers by 2030 and expecting over 12% IRR from charging operations. St1 Nordic is expanding EV charging at Shell-branded stations in Scandinavia, and Circle K operates more than 600 public EV charging stations across Europe and North America. EU regulations from AFIR require charging availability every 60km on major highways, increasing the urgency for fuel retailers.

How EV Charging Transforms Declining Fuel Margins into Retail Profit

Why Do Technology Platforms, Not Just Chargers, Determine Fuel Retailer Success?

Installing chargers is essential, but hardware alone does not ensure success. The whitepaper notes that hardware is becoming commoditized, making the EV charging management platform the key differentiator. The ChargerHelp! 2025 EV Charging Reliability Report found that only 71% of charging attempts succeed in real-world conditions, despite vendors reporting over 98% uptime. The gap between reported uptime and actual driver experience highlights the importance of platform quality.

The following table outlines how specific platform capabilities provide tangible benefits for fuel retailers:

Conclusion: The Window for Action Is Closing

The market is consolidating quickly, with first-movers securing prime locations. Regulatory deadlines from AFIR in Europe and NEVI corridor requirements in the US create time pressure and reward decisive action. Stations that invest in EV charging infrastructure, deploy intelligent software platforms, and reimagine their locations as destinations will survive. Those who delay risk joining the quarter of sites projected to close as economics deteriorate.

To learn more, explore Driivz’s solutions for fuel retailers or download the full EV Charging Platform Selection Guide.