“Build vs buy”: when is it better to develop your own charging software and when to procure it?

Companies in the electric vehicle (EV) charging ecosystem can either build their own software platform or purchase an existing solution. 

Both routes are viable, but success hinges on objectives, scale, and costs over time.

To delve deeper into this dilemma, Mobility Portal speaks with Stefan Ivanov, Chief Revenue Officer (CRO) at AMPECO.

“We’re witnessing a significant shift: the charging industry is increasingly customer-centric. Winning and retaining users has never been more critical,” Ivanov notes.

In this new context, differentiation is decisive: offering something unique is what separates the winners from the rest. 

And the ability to compete and adapt depends largely on the platform strategy chosen by each charge point operator (CPO).

This raises the question: is it better to develop software in-house or buy it from a specialist provider?

“This topic has grown in relevance in recent years, especially as the focus has moved to cost optimisation and achieving profitability. Software is often one of the main cost centres,” the executive explains.

He adds: “When operators run the numbers, they place it at the top of their priorities. That’s where total cost of ownership (TCO) is key.”

Those who opt to build their own platform often underestimate the effort involved.

“Many start thinking five to ten developers will be enough, but they end up needing 20, 30 or more,” he points out.

On top of that team come additional costs: server infrastructure, 24/7 monitoring and maintenance, security and audits, project management, among others.

“In practice,” Ivanov warns, “you have to become a product company. That level of investment is only justified if you operate tens of thousands of charge points.”

“Moreover, building well is hard: the industry is complex and requires experience,” he adds.

That said, there are valid reasons to go down the internal route: greater control and independence, integration with legacy systems, or the absence — in the past — of platforms suited to specific needs.

“That’s why, from day one at AMPECO, we’ve focused on being a flexible platform: a solid foundation on which clients can build their own functions or integrations with far less effort,” he concludes.

What happens if the software isn’t aligned with the business model?

Several things.

First, it impacts service quality, competitive advantage and operational efficiency. 

“If the software doesn’t provide the right tools — whether for B2B or B2C interfaces — you’ll lose customers,” Ivanov warns.

There’s also the regulatory front, which is increasingly demanding. 

“If you develop in-house, a significant part of the roadmap will go into meeting compliance requirements. By choosing a platform with a proven track record of adapting quickly, you gain peace of mind,” he says.

Operational efficiency, once secondary, now matters as much as quality. 

Software aligned to the business model improves profitability: it reduces unnecessary headcount, prevents errors and lifts end-user satisfaction.

In short: a poor platform choice leads to higher churn, greater compliance costs and sluggish internal processes. 

The right one enables scalability, shorter integration times and the ability to differentiate in the market.

Software as the primary interface with the customer

In the first phase, the sector’s focus was on building the network.

Later, the priority shifted to service quality.

Today, with competition tougher, companies are striving to differentiate at the customer interface.

“The next phase will bring greater emphasis on user experience and on offering unique advantages,” the executive says.

He adds: “Software will be fundamental because it is the primary interface with the customer — whether that’s the mobile app, the charger itself or the payment terminal.”

That layer enables loyalty programmes, subscriptions, personalised campaigns and advanced features such as Plug & Charge, as well as optimising energy consumption at home or across fleets.

“All of this depends on software, and companies will need platforms that let them innovate quickly and maintain their competitive edge,” he concludes.

Who is Stefan Ivanov?

He has over 19 years experience in the IT industry and brings a wealth of knowledge in scaling B2B Enterprise companies, business development, sales, management, and consulting.

Ivanov is leading AMPECO’s global sales and business development efforts.

He is a speaker and consultant for technology companies on topics such as sales, business strategy, go-to-marketing, and international expansion.

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