The solar energy market in Brazil is at a crossroads. On the one hand, we have a challenging macroeconomic scenario, with a rise in the Selic rate, exchange rate volatility and new tax costs directly impacting equipment prices and access to credit.
On the other hand, we see a sector full of unexplored opportunities, with new solutions gaining ground and integrators seeking to adapt to a new business model. The question that remains is: how can we ensure growth and competitiveness amid this transformation?
The answer lies in diversification, innovation and continuous training. Below, I present some strategic numbers that will make a difference for those who want to stand out in the solar energy sector in 2025.
Let's start by talking about our customers?
Brazilian consumers are looking for a clear solution: saving on their electricity bills. But is offering only their own solar energy generation the only answer?
The data shows that only 4% of consumer units generate their own energy, which indicates a huge space for growth, so the secret lies in diversifying the portfolio. Solutions such as leasing plants in distributed generation and free market energy savings allow the customer to save money without needing a high initial investment.
Furthermore, integrators that identify the best customer profiles for each solution are able to offer access to differentiated credit conditions, making projects more accessible and viable.
The opening of the free market to low-voltage consumers will be a turning point and integrators that are prepared to serve this public will come out ahead.
Today, according to research greener published in 2024, 17% of integrators already work in the ACL, an increase compared to 11% in 2023. This number is still small, which reinforces the need for training to capture this opportunity.
A electrification of the vehicle fleet is also accelerating in Brazil, and with it comes a growing demand for charging infrastructure. This represents a unique opportunity for solar energy integrators who want to expand their scope of action.
The numbers confirm this trend:
- 41% of integrators already work with the sale and installation of chargers, compared to 31% in 2023;
- 17,6% sold at least one charger in 2024, while 25% installed at least one device;
- There was a growth of 10 percentage points in the performance of integrators in this segment.
Integrators that start working with electric chargers not only diversify their revenue, but also position themselves as protagonists in the transition to electric mobility in Brazil.
Following on from this topic, I would like to take this opportunity to reinforce that the combination of solar energy + batteries is increasingly moving away from being a niche solution to becoming a consolidated trend.
In a scenario of volatile energy tariffs and risks of supply instability, customers are seeking greater independence from the electricity grid, meaning energy storage will become a competitive advantage, and integrators that structure battery solutions within their portfolios will have a clear differentiator for their customers.
Solar energy is constantly evolving. Technologies, regulations and business models are changing rapidly, and those who don’t keep up with this transformation are losing ground. Looking ahead to 2025, integrators need to prepare for:
- Understand the new regulatory and economic scenario (Selic, taxes, tariff changes);
- Offer innovative solutions aligned with new market demands (free market, shared GD, chargers and storage);
- Manage your customer portfolio and ensure quality after-sales service.
Training is not a cost, but a strategic investment. Integrators who are prepared will have access to better credit conditions and more advantageous negotiations with suppliers, in addition to delivering more solid and reliable projects.
Golden tip: Did you know that integrators accredited by BTG Pactual Empresas have discounts and promotional benefits on the main courses in the sector, including courses from the company itself? Canal Solar?! That's right, Click here to learn more.
The future belongs to the prepared
The 2025 scenario will be challenging, but also promising for those who know how to adapt, innovate and position themselves strategically. The numbers show that there is a huge market to be explored, whether in the free market, electric chargers, hybrid systems or shared DG.
At BTG Pactual Empresas, we have been following this transformation closely and are committed to supporting integrators with the best financial solutions, competitive rates and strategic support. We know that in order to grow, integrators need strong partnerships and a long-term vision, and we are here to help on this journey.
The future of the solar industry is being written now. Are you ready to lead this transformation? Let's do it together!
The opinions and information expressed are the sole responsibility of the author and do not necessarily represent the official position of the author. Canal Solar.
