Published on: January 29, 2025 / update from: January 29, 2025 - Author: Konrad Wolfenstein
Forget the feed-in tariff: Discover the secret of PV direct marketing (and get the maximum out!)-creative image: xpert.digital
More than just feed: The lucrative business with your solar power (and what you absolutely need to know)
Direct marketing of solar power: a profound analysis of the opportunities and challenges
The energy transition, a term that is on everyone's lips today, has fundamentally changed the way we generate and consume energy. At the center of this transformation is the photovoltaic (PV), a technology that enables us to convert sunlight directly into electricity. For private households that have invested in a PV system, the question often arises: How can the generated solar power be optimally used and marketed? In addition to the traditional feed-in tariff, which is regulated by the Renewable Energy Sources Act (EEG), direct marketing is increasingly becoming the focus. This model offers the option of selling excess solar power directly on the electricity exchange, which can be more lucrative than the fixed feed -in tariff under certain circumstances. But what requirements must be met, what revenues are realistic and what costs are associated with this option? We want to illuminate these questions in detail below.
The mechanisms of direct marketing in detail
In practice, direct marketing, although the name suggests that PV system operators sell their electricity on the stock exchange, works a little differently in practice. Private plant operators do not act directly at the energy market, but work with specialized companies, the so -called direct marketers. These companies act as an intermediary by removing the excess solar power and trading it on the electricity exchange. In return, the plant operators receive monthly payments, of which a commission for the services of the direct marketer is deducted.
The remuneration of the PV system operators depends on the type of direct marketing. There are two basic models: the funded direct marketing and other direct marketing. The funded direct marketing based on the so-called market premium model applies to PV systems that still fall under the EEG and are therefore entitled to EEG funding. The other direct marketing, on the other hand, is aimed at PV systems, the funding period of which has already expired for 20 years and which want to sell their excess electricity without EEG funding.
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The market premium model: protection against falling stock market prices
The market premium model is a sophisticated system that ensures that PV system operators who choose direct marketing will receive at least the amount that would have been granted to you in the feed-in tariff. The basis for the remuneration is the market value of the electricity that is achieved on the electricity exchange. This market value, which is specified in cent per kilowatt hour (kWh), is not constant, but fluctuates on the market depending on the supply and demand.
If the market value of the electricity sold falls below the value of the fixed feed -in tariff, the so -called market bonus comes into play. This premium, which is paid by the network operator, compensates for the difference between the monthly average price on the electricity exchange and the value to be created for the respective PV system in accordance with the EEG. The value for the market bonus to be applied is even slightly higher than the feed -in tariff, which means that additional funding is made. This ensures that operators of PV systems always receive at least as much money within the framework of the funded market premium model as through the fixed feed-in tariff with the possibility of achieving additional proceeds through higher stock market prices.
The economic dimension: revenues, costs and the influence of the market
The question of whether direct marketing is economically worthwhile is complex and depends on a variety of factors. This includes in particular the size and performance of the PV system, the self-consumption of the household, the current electricity prices on the stock exchange and the costs for direct marketing.
The proceeds from direct marketing are heavily dependent on the fluctuations in the electricity market. While the stock market prices in the past, especially during the energy crisis, were very high, they have recently dropped significantly, which has a negative impact on the income from direct marketing. It is therefore crucial to observe and analyze market development closely in order to be able to make well -founded decisions. The feed -in tariff guaranteed as part of the EEG offers a certain stability and security.
The costs of direct marketing are made up of various elements. This includes the commissions for the direct marketer, which can vary depending on the provider. These commissions can be charged either as a flat rate per marketed kilowatt hour or as a fixed monthly fee. In addition, there is the costs for the operation of an intelligent measuring system, also called smart meters, which is absolutely necessary for direct marketing.
Requirements for direct marketing: smart meter and contract design
In order to be able to participate in direct marketing, certain technical and contractual requirements must be met. The most important technical requirement is to install a smart meter. This intelligent measurement system records the generated and fed-in electricity every 15 minutes and automatically transmits this data to the direct marketer and the network operator. The costs for the smart meter are usually borne by the measuring point operator, whereby there are different regulations depending on the consumption and system size.
At the contractual level, it is necessary to conclude a contract with a direct marketer that has a corresponding stock exchange approval. The direct marketer takes over the registration of the PV system with the responsible network operator for direct marketing and takes care of the handling of the entire marketing process. The change from the classic feed -in tariff to direct marketing is usually possible every month and offers a certain flexibility.
The loss of remote control for small PV systems: a relief for private households
An important change that came into force in May 2024 affects the remote control of PV systems. For smaller systems, the obligation to remote control by the direct marketer is omitted. Likewise, there is no longer any obligation to access actual dates. These changes are a significant relief for private PV system operators because they reduce the complexity of direct marketing. In the case of larger systems that have an output of over 25 kW, however, remote control remains necessary to ensure network stability.
When is the direct marketing worth: an individual decision
The question of whether direct marketing is worthwhile cannot be answered in general, but depends on the individual circumstances. In general, it can be said that the subsidized direct marketing is particularly attractive for new solar systems that would only benefit from the currently low feed -in remuneration rates. In these systems, the market premium ensures a minimum income and there is a chance of additional revenue with increasing stock market prices.
Old systems that still receive a comparatively high feed -in tariff will currently not achieve more revenues from direct marketing. After the end of the funding period of 20 years, these systems have the option of continuing to feed their electricity by the end of 2032. The remuneration then takes place according to the annual market value, which is reduced by the marketing costs of the network operator.
Outlook in the future: the development of the market and new technologies
The direct marketing of solar power is a dynamic market that is constantly developing. The increasing number of PV systems leads to an increasing importance of direct marketing in order to efficiently feed the excess electricity into the network. In addition, new technologies such as battery storage play an increasingly important role in optimizing self -consumption and the flexibility of the range of electricity. By using saving storage, PV system operators can increase their own consumption and store the excess of solar power at times with less demand and feed back into the network with higher demand.
Digitization also has a major impact on direct marketing. More and more companies are offering innovative platforms that simplify and optimize the marketing of solar power. These platforms enable PV system operators to pursue their electricity production in real time, to analyze market prices and to optimally control the marketing of their electricity.
The role of politics: framework conditions for a successful energy transition
Politics play a crucial role in the design of the framework conditions for direct marketing solar power. Funding programs, regulatory requirements and the creation of incentives for the use of renewable energies are of central importance for the success of the energy transition. A transparent and reliable policy is essential to promote investments in renewable energies and to strengthen the trust of citizens in the energy transition.
Direct marketing as an opportunity and challenge
The direct marketing of solar power is a promising option for PV system operators who want to market their excess electricity profitably. It offers the opportunity to participate in the fluctuations of the electricity market and ideally achieve higher proceeds than with the fixed feed -in tariff. At the same time, direct marketing also includes challenges, in particular the dependence on the stock market prices and the associated costs.
It is therefore of crucial importance to find out thoroughly before deciding for or against direct marketing and to carry out an individual profitability calculation. The choice of the right direct marketer, optimizing self -consumption and taking into account the current market developments are important factors for success. With the right strategy, direct marketing can make an important contribution to the energy transition and at the same time improve the profitability of PV systems.
Direct marketing thus represents an exciting alternative to the traditional feed -in tariff. The future will show how direct marketing is developing and what role it will play in the design of a sustainable energy supply. However, it is undeniable that it is an important building block on the way to a decarbonized world.
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Konrad Wolfenstein
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