Our mission

Shell TapUp Tanken op locatie

Our mission

Shell TapUp has one mission: to accelerate the energy transition by delivering alternative fuels to your fleet.

The world around us is changing, especially when it comes to mobility. Ordering a shared taxi ride via an app, fully electric driving, self-driving cars and urban environmental zones; they are four examples of the major changes that are currently taking place. Technology and sustainability, hand in hand, offer new solutions to make our society more sustainable.

That’s what we want! At Shell TapUp we want to accelerate the energy transition by delivering alternative fuels on location. This makes more available. We strongly believe that service and innovation go hand in hand. You no longer refuel yourself; fuel is delivered to you. We call it ‘Fueling as a service’. And because the fuels we bring to you are becoming cleaner and more sustainable, we are making a lasting impact on our society. Hence our promise: Shell TapUp, Fueling Impact!



Today we deliver HVO, GTL and diesel. We compensate all our own CO2 emission and are one step closer to a new energy each day



Our operation is built on technology that will help us scale internationally



Our company culture is all about service and innovation. It’s not just a delivery service, it’s always more!

A corporate start-up with focus

Shell TapUp was established in 2016 with the mission to accelerate the energy transition by making alternative fuels available in the market. We have built our start-up around five questions, so that we could take the right steps with full focus.

In the first year we asked ourselves two questions: Can we do this safely? And can we do this legally? We started small, testing small transactions with a MVP version of our car, a kind of fuel trolley. At the same time, we entered into an open dialogue with the right authorities to gain support and approval for our service. In the concept of our service we take human and environment into account above all else.

The second year was dominated by a large pivot that answered whether we could find a product-market fit. Where Shell TapUp originally entered the market as a B2C fuel delivery service, the market soon demanded that we would roll out our service for companies with larger fleets. These companies wanted to improve their productivity by outsourcing the fueling process.

The third year was all about scalability and profitability. After a successful pilot phase in Rotterdam and a proven product-market fit, we started serving our customers on a national level. Two TapUp hubs have also been opened in America. At the same time, our own start-up is becoming increasingly efficient, which means that, in combination with our national coverage, we are able to add more and more alternative fuels to our range.

Our trip

Every now and then we look back on our accomplishments.

ShellTapup Houston Live

Start Shell TapUp

May 2016

Create MVP for fuel delivery



Pilot in Rotterdam for B2C

May 2017

Pivot from B2C to B2B

August 2017

Addition of Shell GTL Fuel

May 2018

Scaling in B2B

July 2018

Fleet expanded with Ducato’s

December 2018

Shell TapUp Houston live

January 2019

TapUp offers CO2 compensation

January 2019

Own delivery platform completely digital

March 2019

Opening TapUp in Seattle

April 2019


Addition of HVO30 / HVO50 / HVO100

November 2019

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next step

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and the next

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and we continue..

until we reach our goal >>

ShellTapup Houston Live

The best fossil-free mobility solutions for everyone


Our team

Shell TapUp is a successful corporate start-up, aiming for an acceleration of the energy transition. What started out with a handful of people and a dream, is now a company of 30 energetic people.

We have developed our own vehicles, our technical architecture and are sourcing for new alternative fuels. But most of all, we spend every day delivering excellent service to our customers by having the best drivers of the world!

Meet the team

The people behind Shell TapUp

That extra step for our customers, that's what it's about! Merel Vis, Customer Experience Manager Shell TapUp