EMA Journal • Fall 2025 • In the Know

The American fuel retail landscape is dominated by convenience, with gasoline consumption nearly three times higher than diesel and with gas station retail sales exceeding $51 billion in April 2025.1 As consumer payment preferences continue to evolve, understanding the choice between pay-at-pump and pay-inside transactions has become crucial for station operators seeking to maximize both customer satisfaction and profitability.

Recent industry data reveals a decisive trend: 83 percent of consumers reported a preference to pay at the pump, while only 8 percent prefer to complete the purchase inside the store.2 This overwhelming preference for outdoor payment reflects consumers’ desire for speed and convenience, particularly as pay-at-pump technology became widely adopted to reduce staffing costs and streamline the fueling process.

The benefits of pay-at-pump are straightforward: unmatched convenience, reduced wait times and the ability to fuel up 24/7 without requiring staff interaction. For station operators, this translates to lower staffing costs and the ability to serve more customers during peak hours.

However, the preference for pay-at-pump presents a significant challenge for station profitability — as the goods inside these stores only account for ~30 percent of the average gas station’s revenue, yet bring in 70 percent of the profit.3

For station operators, the challenge lies in balancing customer convenience with revenue optimization. Pay-inside transactions remain essential for cash customers and provide opportunities for impulse purchases that drive profitability. According to MMCG’s 2023 data, a typical gas station generated approximately $1,081,203 in convenience store sales, which underscores the significance of in-store transactions. This revenue was distributed across various product categories. Notably, tobacco products accounted for around $286,677, while lottery sales contributed another $135,073.

Successful operators are finding ways to encourage inside visits through competitive pricing, loyalty programs and strategic product placement, while still maintaining the convenience of pay-at-pump options that 83 percent of customers prefer.

by Chris Semrau, Enterprise Relationship Manager, Worldpay, EMA Corporate Silver Partner

2 What a Preference to Pay at the Pump Means for Brands (2022), CSP Daily News

3 Why Most Gas Stations Don’t Make Money from Selling Gas (2022), The Hustle