Earnings increase through direct marketing

How does direct marketing work and for whom is it relevant?

  • With direct marketing, the plant operator sells the electricity fed into the grid from his PV plant via a direct marketer directly on the electricity exchange
  • Direct marketing is already mandatory for many PV systems (since 01.08.2014 from 500 kWp / since 01.01.2016 from 100 kWp) and optional for systems in operation
  • Revenues for operating plants are guaranteed at the level of the EEG remuneration. In the event of price fluctuations on the electricity exchange, the market premium directly compensates any losses
  • Guaranteed additional premiums (management premium) lead to permanent additional income from operating plants

What are the selection criteria?

  • Possibility of remote control of your plant by the direct marketer
  • Flexibility through marketing of all plant sizes, with the possibility of own consumption and other alternative energy solutions
  • Long-term partnership with experienced direct marketers and reliable contacts
  • Further use of existing connections or support during retrofitting - everything from a single source

What are my advantages as a Milk the Sun client?

  • Together with you, we will examine how your PV system can be easily and efficiently integrated into direct marketing
  • We cooperate with experienced direct marketers and find the best provider suiting your needs
  • We will be happy to advise you on profitability and possible effects on the valuation/value of your plant
  • We support you during the application process and ensure that you market your electricity directly as quickly and smoothly as possible

We have convinced you?

  • Order your tailor-made offer form Milk the Sun right now:

What clients say about us


Direct marketing is the sale of electricity from renewable energy sources on the electricity exchange. The electricity produced by a plant is marketed by the plant operator via third parties (direct marketers) and delivered to the grid operator. Depending on the date of commissioning and the size of the plant, a distinction is made between different remuneration variants.
The direct marketing obligation has existed since August 1, 2014 for larger plants (from 500 kWp) and since January 1, 2016 also for new plants from 100 kWp. For plants that were put into operation before 01.08.2014 or are below the kWp limits, the entry into direct marketing is voluntary. For plants for which the support period has expired or for which the electricity is not fully eligible, there is also the option of other form of direct marketing, but not supported.
According to EEG 2012, income from direct marketing is composed of the following components: the market value (sales price on the stock exchange) which the plant operator receives from the direct marketer; the market premium and the management premium which the grid operator pays to the plant operator. The market premium serves as a compensation for the difference between the market value of the electricity and the EEG feed-in-tariff, while the management premium compensates additional costs incurred as a result of direct marketing (e.g. admission to trading). According to EEG 2014, the management premium was priced into the market premium and according to EEG 2017, the market premium for plants above 750 kWp is determined in a mandatory tender procedure.
The entry into direct marketing is possible with any plant size as long as the technical requirements are met. Due to the costs for remote control and service charges, direct marketing is usually economically recommendable from approx. 100 kWp onwards.
Yes. In this case, only the surplus electricity that is not used for one's own consumption is marketed. However, the amount of own consumption must be forecast.
In order to compensate for fluctuations in the electricity grid, so-called control energy is either additionally fed in or withdrawn so that the electricity grid does not collapse. This balancing energy is held in reserve and is put out to public tender weekly or every calendar day. By participating in the balancing energy market, the plant operator provides power and receives remuneration for it, the so-called power price. The power price represents a price per MW offered by the transmission grid operator which is higher than the price for normal electricity.