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 renewables into the energy market and the economic viability of energy generation plants. This technical article examines the principles, models and solutions for the direct marketing of photovoltaic (PV) electricity in Europe.
Direct marketing: basics and development
Direct marketing involves the direct sale of electricity from renewable energy sources 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 provides several important advantages for incorporating renewable energy into the electricity market. A key benefit is enhanced market participation and price flexibility. Unlike traditional fixed price models, direct marketing introduces a more dynamic and flexible market structure where prices are determined by supply and demand. This not only enhances competitiveness but also supports the integration of renewable energy sources into the broader energy system.
