Shell's origin is a story told in two halves that merged only by the pressure of a common enemy: Standard Oil.
The Shell half begins with Marcus Samuel Sr., an East London merchant who built a modest trade importing decorative seashells from the Far East — Japan, Malaysia, the Dutch East Indies — to sell to Victorian-era British consumers who decorated their mantelpieces with them. His business was modest but reliable: shells were luxury curiosities for a middle class that could not afford the grand natural history collections of the aristocracy but wanted something ornamental from the exotic East. When Marcus Samuel Sr. Died in 1870, his son Marcus Samuel Jr. Inherited both the business and a Far East trading network with agents across Japan, China, and Southeast Asia that proved far more valuable than the shells themselves.
Marcus Samuel Jr. Was not a visionary in the romantic sense — he was a merchant who saw numbers clearly. In 1890, travelling through the Caucasus region of Russia with his brother Sam, he visited the Baku oil fields on the Caspian Sea. Baku was then the world's largest oil-producing region, accounting for roughly half of global oil output; the Nobel brothers and the Rothschild family had built refineries and export terminals there, and Russian kerosene was being sold at prices significantly below the American product Standard Oil shipped globally. The logistics problem, Marcus Samuel understood, was that nobody had found a way to ship that cheap Russian kerosene to the enormous and rapidly growing kerosene market of Asia — for lighting in an era before electrification was widespread — without the cost advantages evaporating on a months-long voyage around the Cape of Good Hope.
The Suez Canal had opened in 1869 and cut the journey from the Black Sea to Singapore from 11,000 miles via the Cape to roughly 6,500 miles. The financial logic was overwhelming. But the Suez Canal Company had a specific prohibition on petroleum tankers: existing oil tankers, converted from coal carriers, accumulated explosive and suffocating petroleum vapor in their holds, and the Canal Company feared a catastrophic fire or explosion inside the canal. The Canal Company would permit petroleum tankers only if they were designed from the keel up to meet specific vapor-prevention standards: double-hull construction, separate vapor-tight cargo compartments, mechanical ventilation, a minimum separation between engine room heat sources and cargo.
No such tanker existed. Marcus Samuel commissioned the Glasgow naval architect William Gray to design one to the Canal Company's exact specifications, negotiated a contract with a Whitby shipbuilder for its construction, secured a long-term oil supply agreement with the Rothschilds' Baku operation, and simultaneously set up a distribution network of oil storage depots in Singapore, Penang, Bangkok, and Hong Kong — all before the tanker was even built. The planning, financing, and execution were conducted in parallel across four countries simultaneously, a project management feat that would have been notable even by modern standards.