Beyond Fast Charging: Five Insights To Integrate EV Charging into Everyday Convenience Retail
The electric vehicle (EV) revolution is accelerating rapidly in Europe, where adoption rates and infrastructure development are setting the pace for the rest of the world. For businesses and stakeholders in the EV ecosystem, understanding the evolving needs of EV drivers and the market dynamics is crucial to thriving in this transformative era.
At RTC Europe, Merrick Glass, Managing Director of Konect, led a session outlining how businesses and stakeholders within the EV charging value chain can adapt to the evolving needs of EV drivers, touching on how market dynamics are crucial to thriving in such a transformative era.
Here are five critical insights drawn from that session which illuminate how the EV landscape is changing and what it means for fuel retailers and service providers. All data and statistics are pulled from results carried out by a Konect survey.
EV Adoption is Growing Rapidly and Unstoppably
Despite mixed media narratives, the data is clear: EV adoption remains strong and accelerating. By the end of 2024, Merrick noted that Europe had 9 million electric vehicles on the road, with an additional 1.4 million sold in just the first half of 2025. The fleet growth in 2024 was five times that of 2019. This surge is underpinned by a dramatic 84% drop in battery costs since 2014, making EVs more affordable and accessible. Furthermore, the variety of EV models has exploded from just a handful to over 300 today, catering to diverse consumer preferences. This momentum is supported by robust regulatory frameworks ensuring sustained growth in EV deployment.
Convenience is King for EV Drivers
EV drivers prioritize convenience more than ever. Unlike traditional fueling, where drivers are largely captive to fuel stations, EV users can charge at home, work, shopping centers, or entertainment venues. Research shows that EV drivers are willing to pay a premium (on average 37% more) to avoid detours as short as five minutes. This is nearly double the premium seen in traditional fuel retail contexts. For fuel retailers, this means leveraging existing prime locations is a major advantage, but also highlights the need to ensure chargers are easy to access and integrated seamlessly into drivers’ routines.
Amenities and Comfort Drive the Charging Experience
Charging is no longer just about plugging in; it’s about the entire experience at the site. Over 75% of EV drivers want to get out of their cars during charging, seeking comfort and engagement. Clean restrooms, quality snacks, coffee, and free Wi-Fi are top amenities, especially for younger generations like Gen Z, who rank free Wi-Fi even above clean toilets. Fuel retailers have a unique opportunity to capitalize on this by enhancing site amenities to encourage longer visits and higher on-site spend, turning charging stops into destination experiences rather than mere pit stops.
Reliability is Non-Negotiable
Range anxiety may be a hot topic, but reliability anxiety is quickly becoming a subject of interest. Nothing frustrates drivers more than arriving at a charging station only to find chargers out of service or payment systems failing. Unlike traditional fuel pumps, where downtime is rare, EV charging infrastructure currently struggles with uptime and maintenance issues. Negative experiences spread fast within the vocal EV community and can severely damage brand reputation. Therefore, owning the entire charging ecosystem (from hardware to software and payment systems) and ensuring rapid maintenance response is essential to build trust and retain customers.
Integrated Solutions Will Define Market Leaders
The complexity of the EV charging ecosystem — involving site selection, installation, software, payment integration, and maintenance — demands end-to-end solutions. Companies that offer fully integrated, turnkey services can guarantee uptime and a seamless user experience, removing the burden of managing multiple vendors for fuel retailers. Integration with existing payment systems ensures familiar, frictionless transactions that EV drivers expect. Additionally, digital tools like on-screen displays at chargers can promote loyalty programs and in-store offers, further bridging the gap between traditional fueling and EV charging.
The EV Opportunity is Ready for Fuel Retailers
Fuel retailers are uniquely positioned to lead the EV transition by leveraging their prime locations, deep understanding of customer experience, and established retail amenities. The key to success lies in recognizing that EV drivers want more than just fast charging; they want fast access, comfort, reliability, and consistency. By embracing integrated solutions that address these needs, fuel retailers can turn take full advantage of the significant growth opportunity presented by EV charging, and its role in the future of mobility.
The future is electric — and it’s convenient, comfortable, and reliable for those who get it right.