A Guide for UK Fuels Reseller Sales Teams
If you’ve ever had a customer ask why one site charges a surcharge on their fuel card while another doesn’t, you’re not alone. It’s a common question—and understanding the answer is key to building trust and credibility during sales and account management conversations.
This guide breaks down the real reasons why surcharges exist on some fuel card networks and how to explain it with confidence.
đź› Not All Sites Are Equal in the Network
One of the most important things to remember is that not all sites in a fuel card network operate on the same commercial terms.
There are two broad categories of sites:
- Full network or bunker sites – typically operate on commercial fixed-price arrangements with no surcharges.
- Retail or third-party forecourts – may accept the card but apply a surcharge to protect their margins.
Understanding which type of site you’re dealing with is crucial when positioning the product.
đź’ł Why Surcharges Are Applied at Some Sites
Here are the main reasons a site might choose to surcharge:
When using a bunker fuel card, it’s important to understand why some fuel sites carry a surcharge while others do not. This distinction typically comes down to how fuel is supplied and who operates the site.
Sites that do not carry a surcharge are usually part of the card provider’s core or preferred network. At these locations, the fuel is often supplied directly by the fuel card provider or its parent company. Because there are no third-party handling or wholesale margin complexities, the provider is able to offer fuel at agreed rates without needing to add extra fees — hence, no surcharge.
These non-surcharge sites are strategically selected to provide the best value to card users. They may include large branded depots, logistics hubs, or supermarket forecourts, where volume and consistent pricing can be maintained.
On the other hand, sites that do carry a surcharge are generally operated by independent or third-party retailers where the fuel card provider does not directly control the supply chain or pricing. In these cases, additional costs are incurred to allow cardholders to refuel at those locations, and those costs are passed on in the form of a surcharge.
Understanding this distinction can help fleet managers and businesses plan fuelling more cost-effectively — by encouraging drivers to use surcharge-free sites wherever possible and aligning routes with these locations.
In addition to this:
1. Card Handling Costs
Forecourts incur admin and processing costs when they accept fuel cards—this includes transaction fees, reconciliation time, and settlement delays. Some sites (especially independents or high-volume retailers) choose to pass this cost onto the cardholder via a surcharge.
2. Fixed Price vs. Pump Price Model
Many fuel cards offer a fixed weekly price to customers, which can be lower than the live pump price. When a site accepts the card, they’re reimbursed based on the network’s rate, not the displayed price. This can eat into their margins—so to offset that, they apply a surcharge.
3. Partial Network Participation
Some sites are part of the wider acceptance network, but not fully contracted under the same pricing structure. They accept the card, but with the freedom to set surcharges or restrict usage (e.g., HGV only).
🏬 Examples in Practice
- A supermarket forecourt may accept fleet cards for convenience but surcharge due to tight retail margins.
- A motorway service station may surcharge due to higher operating costs and a captive customer base.
- A commercial bunkering site or truck stop likely won’t surcharge—because they’re aligned with the network’s core commercial model and fixed pricing terms.
🧠How to Talk About This with Customers
When discussing surcharges, frame it as a feature of network flexibility, not a drawback:
✅ “The network gives you broad coverage, including retail sites for convenience. Some of these may apply a surcharge due to their independent terms—but we can help you optimise usage and avoid unnecessary charges.”
Or:
✅ “Surcharges are generally a reflection of how a site participates in the network. Core commercial sites and bunkering stations tend to be surcharge-free, while some retail outlets recover their handling costs this way.”
đź’Ľ Pro Tips for Sales Teams
- Use network tools and site lists to guide customers on surcharge-free usage.
- Position fixed-price networks as strategic tools for planned refuelling, not reactive top-ups.
- Clarify the difference between network access and full commercial participation.
- Highlight cost control options, such as route planning and site restrictions.
🧩 Final Thought
Surcharges aren’t random—they’re the result of different operating models across the network. Understanding this helps you speak with authority, overcome objections, and build trust with prospects and customers alike.