Electrify America is pitching its white-label charging business to U.S. retailers, and it has put a number on it. In a Sept. 28, 2026 newsflash, the company said its Powered by Electrify America offering now supports more than 100 stations and nearly 600 chargers, including deployments with Wawa and Costco. Under the model, retailers manage elements like branding, pricing and loyalty programs, while Electrify America provides technical expertise and operational support behind the scenes.

The newsflash, bylined by Aaron Young, Electrify America's Director of Sales & Business Development, led into the NACS Show, the annual convenience and fuel retailing event, which ran Oct. 6–9 in Las Vegas. Young was scheduled to take part in an education session on charging business models on Wednesday, Oct. 7, and the company staffed Booth C6901 in Central Hall.

What the program is

Electrify America describes Powered by Electrify America as a turnkey, white label offering that helps businesses own and operate their own branded EV charging networks without building and managing one themselves. The company launched its white-label offering in 2020 and says it has seen significant growth in the model since then.

The release lists the elements a retailer can manage:

  • Branding — the charging network carries the retailer's brand.
  • Pricing — the retailer sets the charging price.
  • Loyalty programs — charging can be part of the retailer's own loyalty program.

Electrify America, for its part, provides the technical expertise and operational support, drawing on its experience operating what it calls one of the largest DC fast charging networks in North America.

The company frames the business case for hosts in four terms: the model can help increase dwell time, drive incremental revenue, strengthen customer loyalty and position retailers as destinations for EV drivers. Young wrote that for many retailers the decision has moved beyond whether to add chargers to whether owning the charging experience fits their long-term strategy.

Two ways in for a host

Electrify America's business-solutions page lays out two models for property owners, and they differ on who owns the equipment and whose network the station belongs to.

OptionUpfront capitalWhat the host gets
Own a Charging NetworkNot specifiedStation branding and pricing control, equipment ownership, custom site design, and NEVI and other federal, state and local grant application support
Public Electrify America Station HostingElectrify America pays 100% of the upfront capital investmentA public Electrify America station on the property at no cost to the host

Electrify America says it manages the process "from initial planning to ongoing maintenance." It lists convenience, retail and utility providers as targets for the owned-network option, and convenience, retail and groceries for public station hosting. The page also shows an Electrify America Commercial charger at a Costco.

On funding, the same page points prospective owners to the federal National Electric Vehicle Infrastructure (NEVI) Formula Program, which it describes as providing $5 billion to all 50 states and territories over five years, and says up to 80% of build costs could be covered by NEVI.

How it fits Electrify America's footprint

Electrify America put its broader, coast-to-coast network at more than 5,600 chargers across 1,080 stations as of Sept. 28, 2026. The Powered by sites sit alongside that network: more than 100 stations and nearly 600 chargers that carry a retailer's brand rather than Electrify America's. The company reports both figures in stations and chargers, and they should be read in those units. Trade outlet electrive reported the same figures on Oct. 5 and identified Electrify America as a Volkswagen subsidiary.

What It Means for Drivers

Electrify America says EV drivers can access these white-label stations along with its own network. If you charge at a Wawa or a Costco under the store's brand, Electrify America may be providing the technical and operational support behind it, but the site belongs to the retailer's network.

Because the retailer manages pricing and loyalty programs under this model, the rate and any member perks at those sites are the retailer's decision and can differ from a nearby Electrify America-branded station. Look up the price posted for that specific site, and check whether the store's loyalty program applies to charging there.

To find these sites, search the retailer's own location listings or the AFDC Station Locator, which shows publicly accessible stations, and confirm the connector types and power available at the specific station before relying on it.

Sources