Fuel retailers like Shell typically make a few pence profit on every litre of fuel we sell in the UK. The market is highly competitive, and we are constantly balancing the wholesale prices of petrol and diesel and our own retail costs, including staff costs, rent, electricity, maintenance and marketing, with the level of competition in the local area and the number of customers visiting each site. We want customers to choose Shell for our quality and competitively priced fuel, as well as offer a convenient stop for other services.