Ultra-fast charging at retail locations
What this article is about
- Why retail locations are becoming the most relevant charging locations for electric mobility
- How dwell time in stores and charging speed go hand in hand
- Why fast charging is becoming a competitive factor in retail
- Why battery-buffered fast charging systems enable implementation in retail
Charging is becoming part of shopping – no longer a detour
Studies by the EHI Retail Institute and the Shell Recharge Driver Survey show that electric car drivers are increasingly basing their choice of location on charging infrastructure. Shopping is evolving from a pure errand destination to a combined mobility touchpoint.
For retailers, this means: that charging infrastructure influences frequency, attractiveness, and customer loyalty. In charging infrastructure, this is referred to as opportunity charging: the vehicle charges during an activity that was already planned, even without any urgent need, but based on availability and quality of service.
Opportunity charging instead of downtime: Why retail has a structural advantage
Retail locations offer ideal conditions for this: known dwell times, high footfall, existing parking spaces, and good visibility. It is precisely this structural advantage that makes retail one of the most relevant charging locations for the coming years.
EHI data shows: Around 80% of the retail chains surveyed already offer charging points or have concrete plans to do so. Retail is therefore not a future scenario, but already common practice.
Whether charging at retail outlets makes sense depends primarily on one factor: the time profile. How long do customers stay on site and how much energy can realistically be recharged during this time?
Current retail studies provide a clear picture:
- Supermarkets & discount stores: Ø 20–30 minutes
- Drugstores: often less than 20 minutes
- Hardware stores & retail parks: approx. 45–90 minutes
The majority of charging takes place in the afternoon and evening, which is precisely when customer traffic in stores is at its highest.
AC charging: available, but often ineffective
Traditional AC charging at 11 or 22 kW is only suitable for limited periods of time spent shopping. In 20 minutes, only a few kilowatt hours can be recharged – which is of no relevant use to almost all electric vehicle drivers.
The result => LCharging points are available, but do not generate any noticeable added value in everyday life.
HPC- When shopping and refueling are combined
High Power Charging (HPC) reverses this relationship. Charging capacities of 150 kW or more make it possible to recharge a relevant range within 10–20 minutes. The charging process is integrated into the shopping experience – without additional waiting time or detours.
This creates a clear advantage for retail locations: for the first time, the typical length of stay matches the charging speed. In grocery stores and drugstores, there is a perfect match between length of stay and charging needs.
In hardware stores and retail parks, HPC also provides flexibility – short charging processes for customers in a hurry, larger amounts of energy for longer stays.
Important to know
Success comes from the right charging power at the right time. Ultra-fast charging works in retail where time windows, customer behavior, and technology are neatly coordinated.
Fast charging becomes a competitive advantage in retail
Fast charging is evolving from an additional service to a key location factor. Current studies clearly show that electric car drivers expect charging options that are fast, easy, and can be integrated into everyday life.
The Shell Recharge Driver Survey, for example, shows that 37% of electric vehicle drivers are willing to pay more for fast charging. At the same time, 69% say they specifically choose locations with attractive amenities—such as shopping, restaurants, or services—for the duration of the charging process.
For retailers, this means that charging infrastructure not only influences the decision of whether to visit a location, but also which one. Fast charging is thus becoming a competitive factor – comparable to location, product range, or parking facilities.
Important to know
Offering fast charging increases location attractiveness, customer frequency, and length of stay – especially in highly competitive retail locations.
The technical hurdle in retail: grid connection & project durations
As clear as the demand is, many retail locations are reaching their technical limits. High-power charging generates high load peaks: a single HPC charging station can exceed the power requirements of an entire market in the short term.