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.
Current practical reports show that grid connections are the number one bottleneck factor. According to EHI, charging projects in the retail sector typically take 6–10 months from planning to commissioning — and in some cases significantly longer. The reasons for this are limited connection capacity, lengthy approval processes, and complex coordination with grid operators.
The result: many projects are delayed or fail not because of the technology, but because of the infrastructure behind it.
The problem is not the charging station – it's the connection to the grid.
Why battery-buffered HPC charging solutions are the retail turbo
High-power charging rarely fails in retail due to demand, but rather due to the power connection. This is exactly where battery-buffered fast charging systems come in. They separate charging power from the available power grid and enable ultra-fast charging where traditional HPC concepts reach their limits.
Peak shaving instead of grid expansion
An integrated battery storage system buffers peak loads and enables high charging power even on the low-voltage grid.
The site continuously draws moderate power from the grid, while the battery handles the power peaks during charging. This reduces connected load, grid fees, and project complexity.
Faster implementation, more economical planning
For retail, this means:
- No or significantly lower grid expansion costs
- Shorter project durations
- Calculable rollout across many locations
HPC thus becomes a scaling lever, especially for branch networks: Instead of upgrading each location individually on the grid side, charging infrastructure can be rolled out in a standardized manner.
Additional benefits through energy integration
Alternatively, such systems can be integrated into existing energy structures – for example, to use PV electricity, optimize self-consumption, or for load management. For retailers, this creates not only a charging infrastructure, but also an active energy module at the location.
Refinancing in retail: Charging alone is not enough
The sale of charging electricity is rarely a viable business model in retail on its own. Fast charging only becomes economically viable when several levels of benefits and revenues interact. In practice, a triad of
Charging | Energymanagement | Visibility
Charging as customer service and frequency driver
Charging infrastructure increases the attractiveness of a location and influences the choice of location for electric car drivers. The economic effect is often indirect: through additional customer frequency, higher return rates, and increased sales in the market—not primarily at the charging station itself.
Optimizing energy instead of just selling electricity
Battery-buffered fast-charging systems open up additional economic levers on the energy side. These include in particular:
– Use of own generated PV energy
– Load shifting to cheaper time slotsCharging infrastructure thus becomes an active energy module at the location rather than a pure consumer.
Monetizing visibility: Digital out of Home advertising (DOOH)
During the charging process, the user is directly at the charging station – with high attention and a clear dwell time. Integrated digital displays enable an additional revenue stream through location-based outdoor advertising: measurable, retail-oriented, and without additional space requirements.
Important to know
A robust business model emerges when charging, energy, and visibility are considered together. This reduces dependence on electricity prices – and makes fast charging economically scalable.
Putting it into practice: The blueprint of the location
Successful retail charging projects follow clear principles – regardless of format or size.
Location & access
- Highly visible, ideally from the street and close to the entrance
- Easy access, clear signage.
- Ideally, usable outside of opening hours
User experience & payment
- Ad hoc payment in accordance with AFIR
- Easy to use, no app barriers
- kClear price transparency
Measure success instead of hoping for it
Relevant KPIs in retail are not just kWh:
- Charging sessions per day
- Average parking time
- Conversion in the market during charging
- Utilization of advertising space
By looking at these key figures in combination, you can optimize your charging infrastructure in a targeted manner – instead of just operating it.
What decision-makers need to know about fast charging in retail
Retail is not a secondary charging location—it is one of the most important charging locations of the future.
High frequency, predictable dwell times, and existing infrastructure make retail structurally superior.
Fast charging is becoming a competitive factor.
Electric car drivers are increasingly choosing locations based on charging options – not the other way around.
Without storage, HPC remains difficult to scale in retail.
Grid connection and project durations are the main obstacles.
Battery-buffered fast charging decouples charging power from the grid.
This enables rapid implementation and standardized rollouts.
Economic efficiency arises from interaction.
Electricity sales, energy optimization, and DOOH complement each other.
Successful charging projects are visible, simple, and measurable.
Technology alone is not enough—UX and KPIs are decisive.
Ultra-fast charging in retail works best where technology, usage, and economic efficiency are considered together—and that is exactly what battery-buffered systems deliver.
