What SOCAR Georgia Petroleum does

SOCAR Georgia Petroleum LLC is a Tbilisi-based, privately held petroleum products distributor and the operating subsidiary of SOCAR Energy Georgia, itself part of the State Oil Company of the Azerbaijan Republic (SOCAR). Founded in 2006 and active in retail since opening the first station outside Azerbaijan in 2008, the company sells gasoline, diesel, LPG, and CNG through a network of 70+ branded gas stations across Georgia, co-located with its Way Mart convenience store chain in over 70 locations. It serves two primary customer segments: individual consumers at retail forecourts and self-service stations, and 3,000+ corporate fleet customers supplied through wholesale contracts, card-based billing, the VIS contactless vehicle identification system, and bulk liquid fuel delivery. The company operates an oil terminal with a state-of-the-art fuel quality control laboratory (upgraded with a new advanced device in 2024), and has begun deploying EV charging infrastructure and solar panels at stations.

The business model is transaction-based at retail and contracted-volume at wholesale, layered with a recurring subscription revenue stream via SOCAR Prime (15 GEL/month or 150 GEL/year) and a loyalty program (Energy Card) that accumulates points redeemable for fuel and Way Mart products. Digital engagement runs through the SOCAR Geo mobile application, which manages the Energy Card, surfaces fuel prices, and calculates subscription savings. Marketing channels include TikTok, Facebook, email, SMS, and large-scale raffle campaigns offering prizes including apartments and electric vehicles. The corporate sales function is operated through a dedicated department with volume-based pricing formulas (e.g., 2.82 GEL for liquid delivery, 2.85 GEL for station pickup under multi-year contracts) and supports a diversified logo base spanning telecommunications (MAGTI, NOVA), construction (GDL), beverage (TsingDao, Borjomi), utilities (GWP), and food (Megafoods). The company employs over 2,000 people and operates multifunctional complexes in Urbnisi, Batumi, and Terjola that combine fuel, convenience, and food brands including McDonald's, Wendy's, and Dunkin' Donuts.

Name

SOCAR Georgia Petroleum

Legal name

SOCAR Georgia Petroleum LLC

Website

https://sgp.ge

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

SOCAR Georgia Petroleum LLC is a Tbilisi-based petroleum products distributor operating 70+ branded gas stations and Way Mart convenience stores across Georgia, serving individual consumers and 3,000+ corporate fleet customers under the SOCAR Energy Georgia parent.

Ownership category

akta.pro rank

Product category

Fuel Retail and Petroleum Products Distribution

NAICS

Gasoline Stations and Fuel Dealers (457), Petroleum Bulk Stations and Terminals (424710), Fuel Dealers (457210)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Petroleum & Petroleum Products (No Bulk Stations) (5172), Wholesale-Petroleum Bulk Stations & Terminals (5171)

akta.pro primary industry

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE)

akta.pro secondary industries

Commercial & Fleet Fueling (Cardlock, On-Site Tanks, Bulk Delivery) (EUALAIAD), Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB), CNG/LNG Refueling for Industrial Fleets (Private Stations, Yard Fueling) (EUALALAK)

Keywords

• Fuel retail
• Petroleum products
• Gas station network
• Convenience retail
• Fleet fuel supply

Headquarters

HQ city

Tbilisi

HQ country

Georgia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Fuel Retail (Gasoline and Diesel): Sale of various fuel types including Nano Super, Nano Premium, Nano Euro Regular, Euro 5 Diesel, and Nano Euro 5 Diesel at branded gas stations across Georgia. Revenue from individual consumers and corporate fleet customers.
2. Alternative Fuels (LPG and CNG): Sale of liquefied petroleum gas and compressed natural gas for vehicles at gas stations.
3. Convenience Retail (Way Mart): Revenue from convenience store operations at 70+ gas stations including food service, beverages, and everyday products.
4. Corporate Fuel Supply: Wholesale fuel supply to 3,000+ corporate customers with volume-based pricing, card systems, and direct delivery options.
5. SOCAR Prime Subscription: Monthly (15 GEL) and annual (150 GEL) subscription providing fuel discounts (30 tetri per liter), bonus points (6 tetri per liter), and exclusive partner offers up to 50% off.
6. Loyalty Program Services: Energy Card loyalty program with point accumulation and redemption for fuel and retail products.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

SOCAR Georgia Petroleum LLC operates a vertically integrated petroleum products business in Georgia. It sells gasoline and diesel fuel (Nano Super, Nano Premium, Nano Euro Regular, Euro 5 Diesel, Nano Euro 5 Diesel), LPG, and CNG through a network of 70+ branded gas stations with Way Mart convenience stores, self-service stations, and EV chargers. Wholesale fuel supply is provided to 3,000+ corporate fleet customers, supported by an oil terminal, a quality control laboratory, and the SOCAR Geo mobile application for loyalty and pricing management.

Product overview

SOCAR Georgia Petroleum operates as a vertically integrated petroleum products company offering both retail and wholesale fuel services. The core offering includes European-standard fuel sales through a network of petrol stations equipped with modern technology. The product portfolio centers on the Energy Card loyalty program and its subscription tier SOCAR Prime, which provides fuel discounts and partner benefits. Supporting services include Way Mart convenience stores at 70+ locations, self-service stations, and EV charging infrastructure. The SOCAR Geo mobile application serves as the digital hub for loyalty management and offers. For corporate customers, the company provides wholesale fuel services with card systems, delivery options, and volume-based pricing. The company also operates an oil terminal with quality control laboratory ensuring fuel standards.

Differentiator

Problem solved

Functional benefit

Brands

• SOCAR Prime: Subscription program offering fuel discounts of 30 tetri per liter, 6 tetri in points per liter, and exclusive partner offers up to 50% discount. Monthly subscription costs 15 GEL, annual package costs 150 GEL.
• Way Mart

Products and services

• SOCAR Prime Subscription Monthly subscription service (15 GEL/month or 150 GEL/year) providing 30 tetri per liter fuel discount, 6 tetri per liter in loyalty points, and exclusive partner discounts up to 50% at partner locations for individual drivers.
• Energy Card Loyalty Program Digital loyalty card allowing customers to accumulate points on fuel purchases and Way Mart products, redeemable for fuel and store items, with discounted per-liter pricing for cardholders.
• Way Mart Convenience Stores Convenience store chain at 70+ petrol stations offering exclusive products, Italian coffee, fast food, food service, beverages, and everyday products with ongoing discounts and special offers.
• Self-Service Fuel Stations Automated self-service fuel dispensing stations operating 24/7 at over 10 locations with prepay at Way Mart, offering budget-friendly pricing and simplified refueling.
• Electric Vehicle Charging Stations Electric vehicle charging infrastructure deployed at petrol stations for EV customers.
• SOCAR Geo Mobile Application Mobile application for managing the Energy Card loyalty points, viewing fuel prices, calculating SOCAR Prime subscription savings, and accessing loyalty rewards at SOCAR stations.
• Corporate Fuel Supply Services Wholesale fuel supply with card and token systems, VIS contactless chip vehicle identification, liquid fuel delivery, mobile tank placement, volume-based discounts, and formula pricing. Serves approximately 3,000 corporate customers across Georgia.
• Oil Terminal Operations Bulk fuel storage, fuel quality testing laboratory, and distribution services ensuring reliable and high-quality European-standard fuel supply across Georgia.
• Branded Retail Fuel Sales (Gasoline and Diesel) Sale of Nano Super, Nano Premium, Nano Euro Regular, Euro 5 Diesel, and Nano Euro 5 Diesel at 70+ branded gas stations across Georgia for individual consumers and corporate fleet customers.
• Alternative Fuels (LPG and CNG) Sale of liquefied petroleum gas (LPG) and compressed natural gas (CNG) at gas stations for vehicle refueling.

Quantifiable outcome

• Up to 36 tetri benefit per liter through SOCAR Prime subscription (30 tetri discount + 6 tetri points)
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• SOCAR Energy GeorgiacoreOthers · 1 January 2010Parent holding company of SOCAR Georgia Petroleum LLC. SOCAR Energy Georgia holding operates petroleum products wholesale and retail, operating on Georgian market since 2006.
• Safety Hub PluscoreStrategic or Co-development PartnerJoint safety project conducting first aid training programs. Trained students at St. George's International School with certificates and first aid kits provided.
• CARUcoreStrategic or Co-development PartnerAnnual joint campaign for International Handyman Day recognizing automotive industry professionals. Winners selected in categories (engine, paint, suspension, electrical specialists) with GEL 5,000 awards each.
• SOCAR Prime Partners (Quick Wash, Global Benefits Georgia, Juba, Autobani, Amboli, NOVA, GST Legal, Sam Raan Spa & Wellness Center, SmartPaw, Hilton Batumi, Broli, Panorama Lisi Grand Hotel)minorGTM or Marketing PartnerSOCAR Prime subscription provides exclusive discounts up to 50% at partner locations including automotive care, insurance, food, spa-fitness, and leisure services.
• Sadagi (Organization)minorStrategic or Co-development PartnerEnvironmental partnership for greening initiatives including Tsnori new park greening and Gudauri cleanup days with 150+ volunteers.
• Sadguri (Social Enterprise)minorStrategic or Co-development PartnerCollaboration on sustainable transformation exhibition 'Gatsvla' bringing together art, sustainable development, and environmental responsibility.
• Italy EmbassyminorStrategic or Co-development PartnerJoint support for Nika Lebanidze exhibition 'Svaneti - A Relative Play of Time and Space' at Zurab Tsereteli Museum showcasing cultural heritage.
• Georgia's Innovation and Technology AgencyminorStrategic or Co-development PartnerEnergo Hack hackathon partnership supporting innovative energy sector solutions. SOCAR selected MyEnergy team as its favorite.
• Special Olympics GeorgiaminorStrategic or Co-development PartnerSupport for Georgian Special Olympics team participation in Paris Tag Rugby Tournament. Team won championship title (17 wins, 3 draws in 24-team championship).

Scale indicators9 records

Recent moves16 records

Expansion highlights6 records

Broad incumbents

• Lukoil: Global oil major with branded retail station operations in Georgia and the broader region. Competes in the same downstream fuels market with deeper capital and integrated upstream supply, but as part of a much wider portfolio beyond Georgia.
• Hellenic Petroleum (HELPE): Greek integrated oil major with refining, wholesale, and branded retail fuel operations across Southeast Europe. Comparable vertically integrated downstream model with convenience retail at forecourts, but at much larger regional scale.
• SOCAR Energy Romania: Sister subsidiary of SOCAR Georgia Petroleum under the SOCAR Energy umbrella, operating a similar branded retail fuel network in Romania. Highly comparable business model, technology stack, and parent backing, but in a different national market.
• Gulf Oil International: Global branded fuel and lubricants marketer with retail presence in multiple regions. Overlaps with SOCAR Georgia in downstream fuels marketing and branded station operations as part of a broader global portfolio.
• TotalEnergies: Global integrated energy major with one of the largest branded retail fuel networks worldwide, including EV charging and convenience retail. Operates as a broad incumbent across downstream fuels, not specialized to any single country market like SOCAR Georgia.
• MOL Group: Hungarian-headquartered integrated oil and gas group operating a large branded retail fuel network across Central and Eastern Europe. Closely comparable in downstream fuels marketing, convenience retail, and loyalty programs but at significantly larger scale.
• SOCAR Energy Austria: Sister SOCAR subsidiary operating a branded retail fuel network in Austria. Closely comparable in operating model, brand, and loyalty infrastructure, but serving a Western European market with materially different scale and competitive intensity.

Direct peers

• Rompetrol (KMG International): Regional fuel retailer with downstream operations in Romania and the Caucasus region including Georgia. Operates a similar branded retail/wholesale fuel model with convenience stores and fleet services in overlapping geographies.
• Wissol Petroleum Georgia: Georgia's largest domestic fuel retailer operating a comparable branded retail station network across the country, with similar convenience retail offerings and B2B fuel supply. Directly competes with SOCAR Georgia Petroleum for the same Georgian fuel customers.

Others

• Eni Plenitude: Eni's retail and renewable energy arm operating branded fuel stations across Europe with convenience offerings and EV charging. Comparable in evolving from pure fuel retail into multi-energy forecourts, but within a much larger corporate portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PetroleumProductsImporter
• TikToktiktok.com/@socargeorgiapetroleum
• LinkedInlinkedin.com/company/socar-georgia-petroleum-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SOCAR Georgia Petroleum