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Shell’s retail strategy

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We focus on countries where we see opportunities for significant scale and growth. Our retail strategy is to be the leader in the markets in which we choose to compete.The UK remains an important market for Shell but it is highly competitive, relatively static in volume, and margins are tight - despite the price at the pump. 

In order to be the market leader and to compete in the long term, Shell needs to increase its customer reach. This year we announced the biggest single expansion of Shell’s petrol station network in the UK.  With this wider reach, Shell will be able to provide more people with quality branded fuels they can trust, in a convenient location and at a competitive price.