What Shell Österreich does

Shell Österreich (legal entity: Shell Austria Gesellschaft m.b.H.) is the Austrian operating subsidiary of Shell plc, headquartered at Tech Gate, Donau-City-Straße 1, Vienna, and active in Austria since 1924. The company runs an integrated mobility and convenience retail platform built on three distribution layers: a physical network of 130+ Shell-branded fuel stations operated by independent station operators (Handelsvertreter) across Austria; a digital stack consisting of the Shell App, Shell Go+ loyalty program, Shell SmartPay pump-side mobile payment, and Shell Fleet Hub for B2B customers; and a partner-enabled distribution network spanning BILLA Unterwegs convenience shops at participating stations, Haberkorn GmbH for lubricants distribution, Energie Direct for heating-oil sales, and eni/Turmoil acceptance partners for Shell Card. The core product portfolio covers retail and premium fuels (Shell Super 95, Shell Diesel, Shell V-Power 100, Shell V-Power Diesel, plus AdBlue), EV charging via Shell Recharge with up to 360 kW ultra-fast charging powered by 100% renewable energy (origin certificates) and the e-Deal subscription tariff, lubricants built on Shell's proprietary PurePlus Technology (GTL-derived base oils for Shell Helix Ultra), Shell Car Wash and Shell Car Care, Shell Café foodservice, aviation fuels and lubricants, heating oil, and the integrated Shell Card fleet card accepted at ~850 Austrian and ~26,000 European stations with roaming access to 1.1M+ charging points across 22 countries.

The business operates a hybrid B2C/B2B revenue model: retail customers are acquired through the physical station network and engaged digitally via the Shell App and Shell Go+ loyalty (100 points = €1 redemption, 150-point cap per transaction), while business fleet customers are sold to through a dedicated sales force offering tailored Shell Card contracts with no minimum fleet size. Multiple monetization mechanics coexist — per-kWh usage fees for EV charging (€0.54/kWh AC, €0.69/kWh DC standard; €0.43 / €0.55 under e-Deal subscription), transaction fees on retail fuel and convenience sales, subscription/recurring revenue via Shell Go+ and e-Deal, and transaction-based/take-rate pricing on Shell Card. The company employs ~100 staff locally, serves more than 100,000 customers daily, and is governed by Managing Directors Mag. Sabine Hauser and Rainer Klöpfer. Shell Österreich's strategic positioning is anchored in energy transition: it supports Shell plc's net-zero-by-2050 target and the UN Paris 1.5°C goal, with active expansion into EV charging, LNG heavy-duty refueling, and fleet decarbonization services (Accelerate To Zero) alongside its traditional fuel business.

Name

Shell Österreich

Legal name

Shell Austria Gesellschaft m.b.H.

Website

https://shell.at

Company type

Private

Founded year

1924

Operating status

Operating

Short description

Shell Österreich, the Vienna-based Austrian subsidiary of Shell plc, operates 130+ Shell-branded fuel stations, Shell Recharge EV charging, Shell Card fleet services, Shell Helix lubricants, Shell Café, and BILLA Unterwegs convenience retail, serving retail drivers and business fleet operators across Austria.

Ownership category

akta.pro rank

Product category

Fuel Retail and EV Charging

NAICS

Gasoline Stations with Convenience Stores (457110), Gasoline Stations and Fuel Dealers (457)

SIC

Wholesale-Petroleum Bulk Stations & Terminals (5171), Electric Services (4911)

akta.pro primary industry

Branded Fuels Wholesaling & Jobber Distribution (EUALAIAB)

akta.pro secondary industries

EV Charging Network Management & Software Services (CPMS, Monitoring, Billing) (TLAKAMAG), Fleet Fuel & Energy Management (Fuel Programs, EV Charging Ops) (TLABAIAI), EV Charging Payment & Reimbursement Programs (Public/Depot Charging) (TLABAMAK)

Keywords

• Retail fuel services
• EV charging infrastructure
• Fleet management solutions
• Convenience retail
• Motor oil lubricants

Headquarters

HQ city

Vienna

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Fuel sales (retail): Shell generates revenue through retail fuel sales at Shell stations across Austria, including conventional fuels (Shell Super 95, Shell Diesel) and premium fuels (Shell V-Power 100, Shell V-Power Diesel). AdBlue is also sold at stations for diesel vehicles with SCR systems.
2. EV charging services (Shell Recharge): Shell Recharge provides EV charging services at Shell stations and partner locations across Austria and roaming networks throughout Europe. Revenue is generated per kWh consumed. Subscriptions (e.g., e-Deal) provide discounted rates with a monthly fee.
3. Fleet card and management services (Shell Card): The Shell Card enables businesses to manage fuel, charging, tolls, vehicle washing, and other fleet expenses through a centralized billing and reporting platform. Shell Card provides fleet operators with digital invoicing, cost control, and access to the Shell station network in Austria and across Europe.
4. Convenience retail (Shell Café, BILLA Unterwegs): Shell operates Shell Café (freshly baked goods, coffee specialties) and BILLA Unterwegs convenience shops at participating Shell stations. Revenue comes from food, beverage, and retail product sales at station convenience stores.
5. Lubricants (Shell Helix, Shell Car Care): Shell sells motor oils (Shell Helix, Shell Helix Top Up) and car care products at stations and through Shell partner workshops. The exclusive distribution partner in Austria is Haberkorn GmbH.
6. Loyalty programme monetization (Shell Go+): Shell Go+ drives customer retention and increased spend per visit through points accumulation and redemption. The programme encourages more frequent visits and larger transactions, while personalized offers and promotions create upsell opportunities across fuel, charging, and retail.
7. Heating oil sales (B2B and B2C): Shell sells heating oil products (standard and premium) to business customers and residential customers through its Austrian sales partner Energie Direct Mineralölhandelsges.m.b.H.
8. Aviation fuels and lubricants: Shell Aviation provides aviation fuels and lubricants to airline and aviation customers at Austrian airports and via bulk delivery. Contact for Into-Plane service at airports is via dedicated hotline.

Pricing tiers

Go-to-market motion4 records

Distribution channels10 records

Marketing channels9 records

Core offering

Shell Österreich operates a network of over 130 fuel stations across Austria, offering conventional and premium fuels (Shell V-Power), EV charging via Shell Recharge with up to 360 kW ultra-fast charging, Shell Café and BILLA Unterwegs convenience retail, car wash services, Shell Helix lubricants, and the Shell Card fleet management solution for business customers. The company serves over 100,000 customers daily through its physical station network, supported by digital platforms including the Shell App, Shell Go+ loyalty programme, and Shell SmartPay mobile payment.

Product overview

Shell Österreich operates as a diversified energy company offering an integrated mobility ecosystem. The core product portfolio centers on Shell Recharge (EV charging with up to 360 kW ultra-fast charging) and Shell V-Power fuels, supported by the Shell Go+ loyalty program and Shell App mobile platform. Business customers are served through the Shell Card fleet management solution, which integrates with Shell Fleet Hub and Shell APIs for system integration. Complementary offerings include Shell Helix motor oils (with PurePlus Technology), Shell Car Wash/Care services, Shell Café, BILLA Unterwegs convenience shops, toll management, and the Accelerate To Zero decarbonization program. The Shell SmartPay feature enables contactless mobile payment at fuel pumps.

Differentiator

Problem solved

Functional benefit

Brands

• Shell V-Power: Premium fuel brand marketed as the most powerful Shell fuels, offering 100% cleaning and protection of engine components.
• Shell Go+
• Shell Recharge
• Shell Café
• Shell Helix
• Shell Car Wash
• Shell SmartPay
• Shell Card
• BILLA Unterwegs

Products and services

• Shell V-Power
• Shell Qualitätstreibstoffe
• AdBlue von Shell
• Shell Recharge
• Shell Recharge e-Deal
• Shell Card
• Shell Helix Motorenöle
• Shell Car Wash
• Shell Go+ Treueprogramm
• Shell App
• Shell Café
• Shell Prepaid Card
• Shell Fleet Hub
• Shell Mautservices
• Shell Heizöl (Heating Oil)
• Shell Aviation Fuels and Lubricants

Quantifiable outcome

• Shell Helix Ultra 0W reduces engine friction by an average of 60% compared to fully synthetic 0W engine oils
• +7 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• SBRS GmbHcoreStrategic or Co-development Partner · 22 May 2024SBRS GmbH (a company of the Shell Group) is providing charging infrastructure for the e-depot of Wiener Linien's E-Kompetenzzentrum in Siebenhirten, supporting the electrification of Vienna's public bus fleet. This partnership advances the decarbonization of heavy-duty transport in Austria.
• Wiener LiniencoreStrategic or Co-development Partner · 15 February 2024Wiener Linien (Vienna's public transport operator) partnered with Shell Austria via SBRS GmbH to equip their e-depot in Siebenhirten with charging infrastructure, supporting the electrification of Vienna's bus fleet. Shell Austria opened Austria's second (Bio) LNG station at Walserberg to support decarbonization of heavy-duty long-haul transport.
• Haberkorn GmbHcoreChannel Partner/ Reseller/ Distributor · 1 January 2008Haberkorn GmbH (Modecenterstraße 7, 1030 Wien) is the exclusive distribution partner for all Shell lubricants in Austria since 2008. They handle sales, distribution, and support for Shell Helix motor oils, Shell Car Care products, and related lubricants through their online shop and direct sales team (Tel.: +43 1 / 74 074 – 1771).
• Energie Direct Mineralölhandelsges.m.b.HcoreChannel Partner/ Reseller/ DistributorEnergie Direct is the exclusive sales partner for Shell heating oils and fuels for major commercial consumers in Austria. They also serve as the contact for private customers ordering Shell heating oil online or by phone via energiedirect.at.
• BILLA UnterwegscoreChannel Partner/ Reseller/ DistributorBILLA Unterwegs operates convenience shops at participating Shell stations in Austria. These shops offer a tailored assortment of fresh foods and groceries at attractive prices, seven days a week, with many shops open 24 hours. The partnership is exclusive to participating Shell stations and is a key differentiator for Shell's convenience retail offering.
• eniminorChannel Partner/ Reseller/ Distributoreni is an acceptance partner within the Shell Card network, allowing Shell Card holders to refuel at eni stations in addition to Shell stations, expanding the acceptance network across Europe.
• TurmoilminorChannel Partner/ Reseller/ DistributorTurmoil is an acceptance partner within the Shell Card network, allowing Shell Card holders to refuel at Turmoil stations as part of the wider European acceptance network.
• share (social brand)minorGTM or Marketing PartnerShell stations offer share products — a social brand where part of each purchase helps people in need gain access to food and drinking water. This partnership adds a social cause dimension to Shell's convenience retail offering at stations.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• OMV: Austrian-headquartered integrated oil and gas major and the dominant fuel retailer in the country; operates an extensive branded station network and its own EV charging (OMV eMotion). Directly comparable to Shell Österreich on retail fuel, EV charging, convenience retail and lubricants.
• BP / Aral: BP operates the Aral brand across Austria and competes head-to-head with Shell at branded stations; both share premium fuel offerings, loyalty programmes and a growing European EV charging network (bp pulse).
• Esso (ExxonMobil): Operates branded fuel stations in Austria with a comparable convenience retail and loyalty proposition. Direct competitor in retail fuel marketing and an overlapping lubricants offering (Mobil 1).
• Eni: Italian integrated energy major with branded fuel stations in Austria and a multi-energy convenience retail concept (Eni Live). Overlaps with Shell on retail fuel, EV charging and lubricants.
• Jet Tankstellen: Austrian-focused fuel retail chain with broad coverage and a value-oriented positioning; directly competes with Shell Österreich on price-sensitive pump volumes and convenience retail at the forecourt.
• AVIA: Austrian fuel retail cooperative with a wide independent station network; competes with Shell Österreich on retail fuel and increasingly on EV charging partnerships through AVIA Volt.
• Smatrics: Austria's leading pure-play EV charging network operator and Shell Recharge's most direct head-to-head competitor on public and depot charging; highly relevant given Shell Recharge's central role in Shell's Austria strategy.
• Ionity: Pan-European ultra-fast (up to 350–400 kW) HPC network in which multiple OEMs participate; competes directly with Shell Recharge's 360 kW ultra-fast proposition on highway corridors across Austria.
• DKV Mobility: Europe's largest fuel and service card issuer for commercial fleets; overlaps with Shell Card on B2B fleet fuel/charging acceptance and toll services across Austrian and European networks.

Broad incumbents

• Tesla Supercharger: Largest proprietary ultra-fast EV charging network in Europe; competes with Shell Recharge on charging speed and station density and represents an EV-native benchmark for customer experience that all energy retailers must match.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/Shell_Germany
• YouTubeyoutube.com/user/Shell
• Facebookfacebook.com/shelldeutschland
• LinkedInlinkedin.com/company/shell-austria-gmbh
• Instagraminstagram.com/shell

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Shell Österreich