Direct marketing of PV electricity in Europe

By Vivian Bullinger, Solar-Log GmbH, Product Marketing
22.04.2025 - 4 min reading time

The energy transition is one of the greatest challenges and at the same time one of the most important opportunities of our time. It requires not only technological innovations, but also new business models and market mechanisms. In this context, direct marketing has established itself as a forward-looking model that promotes both the integration of renewable energies into the energy market and the economic viability of energy generation plants. This article examines the principles, models and technical solutions for the direct marketing of PV electricity in Europe.

Direct marketing: basics and development

Direct marketing involves the direct sale of electricity from renewable energies by the producer to the market, in contrast to the traditional feed-in tariff, where the electricity is sold to grid operators at fixed prices. This model enables plant operators to benefit from market price fluctuations and contributes to the market integration of renewable energies.

Direct marketing has several advantages:

Market integration and price flexibility: direct marketing makes the electricity market more flexible and dynamic, as prices are no longer fixed but are based on supply and demand. This promotes the integration of renewable energies and makes the market more competitive.
Optimization of plant output: Plant operators can better adapt their production to market conditions and thus maximize their income. However, this requires an accurate forecast of electricity production and a good knowledge of the market.
Increased financial security: The market premium and other remuneration components maintain financial security for system operators, while at the same time enabling higher revenues to be generated.

Direct marketing models Two different direct marketing models have become established in Europe:

Market premium model: Here, plant operators sell their electricity directly on the market and also receive a market premium, which compensates for the difference between the average market price and a fixed level of support. This model is widespread in many European countries. PPA (Power Purchase Agreements): Long-term power purchase agreements between producers and buyers that guarantee fixed prices over several years. PPAs are becoming increasingly important, particularly in countries where state subsidies are declining.

Development in individual countries

The two models PPA and the market premium model provide the framework for implementation and the boundary conditions. The individual European countries have also defined and regulated the technical requirements for PV systems. Direct marketing in Germany In Germany, direct marketing is regulated by the Renewable Energy Sources Act (EEG). The most important aspects of this law

in relation to direct marketing are

Market premium model: since the introduction of the market premium model in 2012, operators of PV systems with an output of more than 100 kW have been obliged to market their electricity directly. Smaller systems can voluntarily switch to direct marketing.
Market premium: In addition to the income from the sale of electricity, system operators receive a market premium. This premium compensates for the difference between the market price and a fixed reference price.

Technical requirements:

Data retrieval: PV systems must be equipped with systems to be able to retrieve data in real time. This query is carried out by the respective direct marketers and the grid operator. Smart meter gateways or direct communication interfaces (e.g. VPN, API or mobile radio modules) can be used for this purpose.
Remote controllability: Systems must offer the option of controlling and adjusting the feed-in. This is particularly important in order to be able to react to fluctuations in the electricity grid and ensure grid stability.
Forecasting capability: Operators are obliged to provide a load and feed-in forecast. These two forecast data are transmitted by the direct marketer. The forecasts are based on weather data and historical production data and are crucial for optimizing income from direct marketing.

Direct marketing in Switzerland

In Switzerland, direct marketing is regulated by the feed-in tariff system. Here, operators of PV systems with an output of more than 500 kW that already receive feed-in remuneration under previous legislation are obliged to market their electricity directly. Systems from 100 kW that are newly included in the feed-in tariff system are also obliged to market their electricity directly. Technical requirements:

Data communication: PV systems require a system for real-time recording of electricity production.
Remote controllability: Systems must be able to control and adjust the feed-in.
Forecasting capability: Precise electricity production forecasts are required. These are based on weather data and historical production data.

Direct marketing in Austria

Austria has a system for direct marketing that is regulated by the Green Electricity Act. Operators of PV systems with an output of more than 500 kW are obliged to market their electricity directly. Technical requirements:

Smart metering: systems must be equipped with smart metering technology to accurately record and monitor production.
Communication capability: The systems must be able to record production data and transmit it as required.
Controllability and flexibility: Plants must be able to control and adjust the feed-in.

Direct marketing in France

In France, direct marketing is regulated by the "Loi relative à la transition énergétique pour la croissance verte". Operators of PV systems with an output of more than 100 kW are obliged to market their electricity directly. Technical requirements:

Data transmission: PV systems should be equipped with systems for monitoring in order to continuously record electricity production and make it available to the direct marketer.
Remote controllability: So that feed-in to the grid can be regulated and adapted to grid requirements if necessary.
Forecasting capability: Operators must provide precise electricity production forecasts based on weather data and historical production data.

Direct marketing in Spain

Spain has an advanced direct marketing system regulated by Royal Decree 413/2014 and Law 24/2013 on the electricity sector. Plant operators can sell their electricity directly on the market and receive a market premium that compensates for the difference between the market price and a predetermined price. Technical requirements:

Measurement and monitoring systems: PV systems must be equipped with advanced measurement and monitoring systems.
Connection to the communication network: Systems must be connected to the communication network to ensure data transmission.
Flexibility and controllability: Systems should offer flexible controllability of the feed-in to meet the requirements of the grid operator.

Direct marketing in Italy

In Italy, direct marketing is regulated by Legislative Decree 387/2003 and the Ministerial Decree of July 6, 2012. PV system operators can participate in the balancing energy market and market their electricity directly. Technical requirements:

Monitoring and control: The plants must integrate systems for monitoring and controlling electricity production.
Data communication: The systems must provide the production data to the direct marketer and grid operator.
Load management: PV systems must have the ability to dynamically adapt their feed-in to grid requirements.

Technical implementation for smooth participation in direct marketing

There are various providers for the technical implementation of the respective requirements. One of the market leaders in energy management systems is Solar-Log GmbH. With its products, it offers a variety of functions that are specially designed to meet the requirements of direct marketing of PV electricity:

1. monitoring and data communication:

By continuously recording production data, the system ensures that system operators always have up-to-date information available.
The real-time data can be made available to the direct marketer and, if necessary, the grid operator on request, which enables, among other things, precise forecasting and adjustment of production.

2. remote controllability:

With Solar-Log, system operators can have their PV systems controlled remotely. This is particularly important in order to flexibly adapt the feed-in to market conditions and grid requirements. Controllability is a legal requirement for all PV systems from 100 kWp and helps to ensure grid stability and react to fluctuations in the electricity grid.

3. forecasting capability:

Advanced forecasting tools based on weather data and historical production data help provide accurate power production forecasts. Accurate forecasting is crucial for optimizing revenue from direct marketing, as it allows production to be adjusted to market conditions.

4. alarm and fault detection:

The system automatically detects faults and sends alarms to the system operator. This increases operational reliability and minimizes downtime

Advantages of direct marketing with a professional system

The use of systems such as Solar-Log offers several advantages for operators of PV systems in the context of direct marketing:

1. optimization of system performance:

Solar-Log's monitoring and detailed analyses enable operators to optimize the performance of their systems.
The precise forecasts and the option of remote control help to flexibly adapt production to market conditions.

2. increased financial security:

The continuous monitoring and control of production, increases financial security for system operators.

3. reduced administrative effort:

Solar-Log offers interfaces to all common direct marketers and supports the automatic transmission of data. This significantly reduces the administrative workload for system operators.

4. improved grid stability:

The flexible controllability of the feed-in contributes to the stability of the electricity grid. This is particularly important in order to meet grid requirements and to ensure and synchronize the further expansion of energy generators.
Monitoring and rapid fault detection help to ensure grid stability in the European interconnected grid.

Conclusion

The direct marketing of PV electricity in many European countries is characterized by specific legal regulations and technical requirements. These regulations and requirements are designed to promote the integration of renewable energies into the energy market while maximizing economic efficiency for system operators. Direct marketing of PV electricity with professional energy management systems offers comprehensive technical support that maximizes the efficiency and profitability of PV systems. Monitoring, flexible controllability and precise forecasting tools are key functions that help system operators to optimally adapt their production to market conditions. Operators of PV systems can thus reduce the administrative effort and ensure continuous operation of their system.

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