Shell to dismantle Volta Charging sites in the US
Shell will close Volta Charging and Volta Media, a business model combining EV charging infrastructure with digital advertising. The company acquired Volta in 2023 for $169 million. In a statement to AdExchanger, Shell said the decision was part of its strategy to “focus on high-speed public charging at Shell-branded sites like service stations and standalone EV hubs.”
Volta was established in 2010 and began integrating display screens into its chargers in 2016 to generate advertising revenue. This approach allowed chargers to be installed in high-traffic retail locations such as shopping centres and supermarkets, with a portion of the advertising inventory often allocated to the host retailer. For example, Volta worked with Walgreens in the US.
In the beginning, things were looking up, and Volta even listed on the New York Stock Exchange in 2021. However, by late 2024, the company recorded annual losses of approximately $140 million, AdExchanger reports.
At the time of the acquisition, Shell noted that it “seeks to unlock robust, long-term growth opportunities in electric vehicle charging.” However, AdExchanger states that, according to individuals familiar with the matter, Shell did not pursue operating a programmatic advertising sales business as a core activity.
Probably motivated by Volta’s high losses, Shell allegedly also explored the sale of Volta earlier in 2025 but did not secure a buyer. As a result, the company will dismantle all Volta chargers by the end of the year. Operations at Volta Media will cease in November. The closure affects approximately 190 employees. Shell stated that some will have opportunities to apply for roles in other parts of the organisation.
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