Shell will dismantle its Volta Charging network and shut down its associated digital advertising arm, Volta Media, by the end of 2025, the company confirmed. The decision marks a strategic pivot away from retail-based EV charging models toward Shell’s focus on high-speed charging at its own branded service stations and standalone electric vehicle (EV) hubs.
The Anglo-Dutch energy company acquired Volta in 2023 for $169 million, aiming to expand its EV charging portfolio in the United States. However, Volta’s model – which combined charging infrastructure with digital advertising in high-traffic locations like shopping centers and supermarkets – did not align with Shell’s long-term operational priorities. “We are refocusing our strategy on high-speed public charging at Shell-branded sites,” a company spokesperson told AdExchanger.
Founded in 2010, Volta became known for its integration of display screens into EV chargers to generate advertising revenue, launching this feature in 2016. A portion of the ad inventory was typically offered to host locations such as Walgreens in the U.S. The model initially attracted investment, and Volta went public on the New York Stock Exchange in 2021. However, by late 2024, it had recorded annual losses of around $140 million, according to AdExchanger.
Shell reportedly explored the possibility of selling Volta earlier in 2025 but was unable to secure a buyer. The company will now dismantle the more than 2,000 charging stations in Volta’s U.S. network by the end of next year. Volta Media’s operations will cease in November, and approximately 190 employees will be affected by the closure. Shell said that some staff will have the opportunity to apply for roles within other divisions of the company.