By Piotr Krzemiński, Founder and CMO, WILLBERT by EUROLOOP
EV charging is entering a new phase. Hardware performance is no longer enough. As energy margins tighten and competition increases, charging infrastructure must evolve into a digitally managed commercial asset embedded in the forecourt ecosystem.
According to the NACS State of the Industry Report, more than 60 percent of total margin at modern retail locations already comes from non fuel revenue. At the same time, McKinsey research on EV charging behaviour shows that EV drivers spend significantly longer on site, yet over half of charging sessions still do not result in a store visit. This gap represents one of the largest untapped opportunities in the charging business.
Charging as a Digital Transaction Surface
WILLBERT approaches high-power DC charging as both infrastructure and interface. With a fully redesigned User Interface managed through the HAWKe platform, the charger becomes a remotely configurable digital touchpoint.
HAWKe allows operators to centrally control branding, pricing, promotions, and partner campaigns across locations. The charger is no longer a static unit delivering power, but a connected endpoint within the site’s digital architecture.
Industry research, including studies by McKinsey on embedded finance and contextual commerce, indicates that engaging customers during their journey can significantly increase transaction value when interactions occur at the right moment. By integrating purchasing capabilities and commercial messaging directly into the charging screen, operators can activate new revenue streams during dwell time without additional apps or friction.
Secure Payments and Retail Integration
Certified contactless payment hardware, tokenized transactions, and compliance with European standards ensure operational security and customer trust. Research highlighted by The EV Report indicates that complicated payment processes remain one of the key frustrations for EV drivers, reinforcing the importance of simple and transparent payment systems.
Beyond energy payments, the interface supports retail offers, services, and advertising modules, effectively extending the POS environment to the charging bay. This reflects a broader POS transformation where transactions are shifting from fixed indoor terminals to distributed digital touchpoints across the forecourt.
A European DC Charging Ecosystem Built for ROI
As a European manufacturer of high power DC charging solutions, WILLBERT combines scalable modular hardware with a transaction driven software ecosystem. Integrated power modules, flexible configuration, and digital management via HAWKe are designed to improve the return on investment of every charging location.
In a market where energy alone cannot secure sustainable margins, the future belongs to operators who treat EV charging not just as infrastructure, but as an intelligent commercial platform.
