Battery storage
Marketing Battery Storage: Opportunities for Commercial and Industrial Sectors
Written by:
Julia Buchterkirchen
In this article, we break down which marketing options you can utilize with a battery storage system. We also show how you can improve the profitability and payback period of your battery investment.
At a glance: Marketing battery storage
Marketing battery storage is worthwhile for companies with high energy needs: Storage systems can reduce energy costs and enable additional revenues.
Depending on the initial situation, four components come into question: self-consumption optimization, peak shaving, electricity price-optimized purchasing, and capacity marketing.
Which marketing strategy fits depends, among other things, on the corporate strategy, energy requirements, and local supply situation.
Do you want to know which battery storage marketing options suit your location?
Why is flexibility so valuable?
With the expansion of renewable energies, price fluctuations within a day are increasing. [1] These fluctuations are called volatility.
Conventional power plants usually produce electricity steadily. PV installations mainly generate electricity when the sun shines. Wind farms deliver electricity when there is plenty of wind.
In 2024, the share of renewable energies was over 60 percent. [2] By 2030, the share is expected to rise to 80 percent. [3]
To counteract strong price fluctuations, flexibility is needed, for example from battery storage systems. They represent the link between electricity production from renewable energies and electricity trading.
Flexibility is the answer to volatility.
What marketing options are available?
Through smart optimization, battery storage offers flexibility from which companies can benefit today. This creates new utilization and marketing opportunities. These include:
Self-consumption optimization
Battery storage systems can store surplus electricity, for example from their own PV production, and make it available later for self-consumption. This allows companies to reduce the share of expensive grid electricity.
Peak shaving
The grid fees depend on the highest measured capacity in the year. A battery storage system can shave peak loads and smooth the load curve. This lowers the capacity prices of grid fees and thus reduces energy costs.
Electricity price-optimized purchasing
Electricity prices fluctuate heavily within a day. With a battery storage system and continuous market analysis, companies buy electricity when it is cheap. The stored electricity is used when grid electricity is expensive.
Capacity marketing
The capacity of the battery storage system can be traded on electricity exchanges and generate additional revenues. Marketing on short-term markets (intraday trading) is particularly attractive. This often improves profitability significantly.
With trawa, you maximize the full marketing potential of your battery storage system – from self-consumption and peak shaving to capacity marketing.
Graph created by trawa [4]
Marketing in practice: Two case studies
Flexibility can be generated and marketed in different ways. Companies do not necessarily need their own generation plants for this.
It is true that already existing generation plants in combination with a battery storage system can optimize self-consumption and lower energy costs.
But even a battery storage system without its own electricity production offers various marketing options for flexibility. This is shown by the following case studies.
1st Use Case: Battery storage with self-generation
A company with high annual electricity consumption uses its battery storage system key in addition to its self-generation with a rooftop PV system.
Optimization:
Increase self-consumption: Surplus PV electricity is temporarily stored in the battery storage system.
Lower grid fees: The battery storage system shaves peak loads.
Optimize procurement: Charging with grid electricity when the electricity price is very low.
Market capacity: Free capacity is utilized in short-term markets.
How trawa implements this in practice is shown by the success story of the Jakob Gerhardt winery and sparkling wine cellar: with green electricity purchasing, higher PV self-consumption, and battery storage control, the winery reduced energy costs by 23%.
You can view the full story here: “23% lower electricity costs: How Jakob Gerhardt turns energy into a competitive advantage | trawa”.
2nd Use Case: Battery storage without self-generation
A company with high annual electricity consumption uses its battery storage without its own electricity production for flexibility and capacity marketing.
Optimization:
Price-optimized charging: Charging with grid electricity when it is particularly cheap, and using it during expensive periods.
Shave peak loads: Discharging during times of high electricity demand to lower grid fees.
More capacity marketing: Because no increase in self-consumption is required, more capacity is available for marketing.
Which marketing strategy fits your company?
Regulatory changes in the German Energy Industry Act (EnWG) lay the groundwork for medium-sized companies with high annual electricity consumption to participate in flexibility marketing. [5]
Furthermore, battery storage systems are now cheaper than ever before. [6] This opens up marketing opportunities for companies. As a result, profitability can improve and the amortization period can decrease.
Do you want to find the right marketing strategy for your battery storage system?
Frequently Asked Questions on Battery Storage Marketing (FAQ)
1) What is capacity marketing in battery storage?
This involves using the available capacity of the storage system in the electricity market to generate additional revenues, especially in short-term markets such as intraday trading.
2) What marketing options are available for battery storage?
Typical components include self-consumption optimization, peak shaving, electricity price-optimized purchasing, and capacity marketing.
3) How do I find the right marketing strategy for my battery storage?
This depends on corporate strategy, energy requirements, and the local supply situation. It makes sense to evaluate the options and discuss the planning and marketing with experts.
Conclusion: Finding the right marketing strategy
Which marketing strategy is the right one for your company depends on various factors. Decisive are corporate strategy, energy demands, and the local supply situation.
For commercial and industrial companies, it is worth examining the marketing options. Speak early on with experts who can assist with both concept and implementation.
It is important not to look at the battery storage system in isolation. It is useful as part of a holistic energy strategy that brings profitability and sustainability together.
Next steps for marketing battery storage
Review options in your own context: Clarify which components are relevant to you, whether self-consumption optimization, peak shaving, electricity price-optimized purchasing, or capacity marketing.
Deepen the basics: You can find an overview of how battery storage works, its application options, and benefits in “Battery storage: Key to self-sufficient & cheap energy for companies”.
Put 2026 profitability in perspective: How industrial electricity prices can influence investment in a storage system is shown in “Industrial electricity prices 2026: How you effectively subsidize your battery storage and benefit twice”.
Connect procurement and storage planning: We explain how predictability and market opportunities interact in 2026 and where storage systems act as a sensible supplement in “From fixed prices to flexibility: This is what the modern procurement mix in 2026 looks like”.
Do you still have open questions?
Sources:
[2] Fraunhofer ISE, Jan 2, 2025. Public power generation 2024: German electricity mix cleaner than ever.
[4] trawa
[5] Federal Network Agency, March 17, 2026. Battery Storage.
Battery storage
