The Future of Fueling in Europe: Software is the new pump

But the European fuel retail landscape is not only being redefined solely by the electrification trend, but by a quieter, more pervasive force :the digitization and automation of fueling experiences. As fossil fuel infrastructure adapts to coexist with alternative energy sources, a major technological shift is happening in parallel. At its core are agnostic platforms like CarPay-Diem, which are not just disrupting how fuel is bought and delivered, but reshaping the very architecture of commercial mobility.

For gas station operators, this shift means transitioning from being a location-based service provider to a node within a broader digital value chain. The pump is no longer the only point of interaction - the smartphone, telematics devices and infotainment systems are. Faced with this momentum, traditional fueling stations are being forced to reinvent themselves.

In this context, technologies like CarPay-Diem exemplify a new breed of infrastructure-agnostic technology : a mobile platform that integrates seamlessly with disparate fuel pump systems, across different brands, networks, and national boundaries. This interoperability is critical in Europe, where fragmentation across fuel retailers and country-specific standards often impedes seamless operations. By enabling users to activate pumps and pay forfuel directly from apps - embedded in navigation tools, vehicle infotainment systems, or fleet dashboards - these platforms are not just digitizing transactions, they are changing the entire customer experience for the better and the benefits of retailers and fuel card issuers.

A Market in Transition

Europe’s fuel retail industry is vast, with over 138.000 fuel stations operating across the continent as of 2023 (Statista). However, the operational model of many ofthese stations has remained largely static for decades. Fragmentation across markets - in terms of fuel brands, equipment types, payment systems, and regulations - has historically limited standardization and innovation.

But with digitalization now at the core of mobility strategies, this is changing rapidly. According to the European Commission’s Sustainable and Smart Mobility Strategy, by 2030, 75% of mobility operations in Europe are expected to be supported by integrated digital platforms. The fueling sector, long considered infrastructure-heavy and analogue, is now part of that digital shift.

Mobile Fueling and Platform Interoperability

At the forefront of this transformation is the emergence of agnostic fueling platforms- digital layers that enable fueling without reliance on brand-specific apps or hardware. These platforms integrate directly with fuel pumps, payment systems,and vehicle telematics via APIs, allowing customers to activate a pump and payfor fuel directly from their smartphone, connected vehicle, or fleet dashboard.

Agnostic solutions are growing because they solve a critical problem : interoperability. The ability to fuel across different brands, geographies, and equipment -without needing to switch apps or physical cards - is especially vital in a region as varied as Europe. For example, solutions such as CarPay-Diem offer mobile access to thousands of stations across multiple countries and are increasingly being embedded into third-party apps and in-car systems.

These technologies remove friction for both retail customers and commercial fleets. No more queuing for terminals, printing paper receipts, or juggling multiple fuel cards. Instead, fuel transactions are becoming contactless, automated, and deeply integrated into broader mobility workflows.

Impact on Commercial Fleets

Fleet managers are under increasing pressure to cut costs, optimize operations, and reduce downtime. Mobile fueling; whether through on-the-go app-enabled,transactions or even fuel delivery services; removes inefficiencies traditionally associated with paper receipts, fuel cards, and physical validation. More importantly, it offers real-time visibility into fuel consumption, location-based pricing, and driver behavior - critical data points in managing margins and carbon accountability. The most immediate and measurable impact of this technological shift is being felt in the fleet management sector. Europe is home to over 6,4 million commercial vehicles, according to the ACEA, and fuel remains the largest operational expense for most logistics firms - often comprising over 25% of total fleet costs. This mobile-first approach to fueling carries enormous implications for thecommercial fleet sector.

Mobile fueling solutions offer fleets :

• Real-time cost visibility : Prices at specific pumps can be tracked dynamically, allowing route planning that factor in optimal fueling points.
• Centralized transaction control : Fleet managers can authorize in real-time, monitor, and reconcile fuel purchases digitally, reducing fraud and administrative burden.
• Multi-energy compatibility : As fleets diversify into alternative fuels (CNG, LNG, hydrogen, and electricity), digital platforms help standardize usage and reporting across fuel types.

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According to a 2023 Frost & Sullivan report, 45% of European fleet operators are now prioritizing “integrated fuel and energy management” in their digital transformation strategies, up from just 22% in 2020.

A Shift in the Fueling Value Chain

This convergence of fueling and software is also leading to a disintermediation ofthe traditional fuel retail model. Where once fuel companies and station operators controlled the entire experience, the customer interface isincreasingly being owned by third-party platforms - much like how Spotifychanged music or Uber changed mobility.

For fuel retailers, this poses a strategic challenge: how to remain relevant in a customer journey that is no longer defined by brand loyalty or physical presence. Many are responding by opening up their systems to third-partyplatforms, upgrading pump interfaces, and offering value-added services like loyalty integration and EV charging access - all of which must be accessible through modern APIs.

Meanwhile, petrol majors such as Shell, BP, and TotalEnergies are investing heavily inmobility-as-a-service (MaaS) strategies, betting on connected experiences overpure fuel volume. Shell’s acquisition of Ubitricity, BP’s expansion of BPPulse, and TotalEnergies’ push into hydrogen and EV charging are all moves in this direction - but success hinges on the digital platforms that connect these dots.

Not Just About Fuel Type, But Access

While electric vehicles are expanding their footprint – 15,4% of all new car registrations in the EU in 2023 were battery-electric, according to ACEA -traditional fuels will remain vital for decades, especially in heavy-dutytransport, aviation, and rural logistics.

Therefore,the real transformation in fueling is not about what energy carriers are used, but how energy is accessed, transacted, and managed. This is where agnostic mobile technologies are creating an entirely new infrastructure layer: one built on software, interoperability, and data.

Conclusion

Fueling in Europe is becoming more digital, dynamic, and decentralized. The integration of interoperable platforms, mobile payments, and real-time data analytics is giving rise to a new operational model - one that is more responsive to both consumer expectations and commercial efficiency.

This shift isn't about replacing physical infrastructure, but enhancing it with digital agility. For petroleum companies, station operators, and fleet managers a like,the takeaway is clear: investing in interoperable, mobile-first systems is nolonger optional. It is the cornerstone of staying competitive in a mobility ecosystem where software is the new pump.

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