Direct-to-Consumer Solar Component Sales Are Increasing in Europe: solago Expands to the Netherlands and Belgium

• Starting in 2022, the company has successfully pioneered a business model that was previously uncommon in the market: selling solar components directly to end customers through e-commerce.
• In just three years, solago has grown to become the market leader in this segment across Germany.
• The business is now expanding its footprint into the Netherlands and Belgium.

(SeaPRwire) –   Düsseldorf, April 7, 2026 – solago, Germany’s largest online supplier of solar components, is launching into the Dutch and Belgian markets via the domains solago.nl and solago.be. Customers in both countries will gain full access to the company’s entire product range, which is already well established in Germany and Austria under the brand name Solarhandel24.

“Our aim is to scale our direct-to-consumer online sales model for solar components across the whole of Europe. With the launch of solago.nl and solago.be, we are now able to serve customers in the Netherlands and Belgium. Our model gives customers across the EU easier and more cost-effective access to solar technology,” said Janik Nolden, co-founder and CEO.

The company’s business model is fundamentally different from traditional structures in the solar market. While manufacturers typically distribute their products through wholesalers and installation companies, solago sells directly to end customers via its online platform – cutting out intermediary steps in the value chain.

This shift is driven by changing consumer behavior: many customers now research products independently, compare options online, and configure their own custom solar solutions. Price plays an especially important role, particularly for smaller, standardized PV systems. solago meets this demand by offering competitively priced solar components directly through its online store.

To support this model efficiently, the company operates a centralized, fully digital 22,000-square-meter warehouse in Düsseldorf-Reisholz, alongside additional logistics facilities in the surrounding area.

In response to the current market environment, which is impacted by the Iran war, solago has also pre-secured inventory from selected partner manufacturers for the European market. This step is intended to guarantee reliable supply even amid a volatile market landscape.

About solago

Founded in Hilden in 2022, solago (also known as Solarhandel24 in Germany) sells solar technology directly to private households. Through solago’s platform, customers can purchase complete photovoltaic systems as well as individual components such as storage units and inverters online. With DIY and plug-and-play solutions, the company makes access to solar energy simpler, more flexible, and more practical for everyday use.

Today headquartered in Düsseldorf-Reisholz, solago is the leading provider of PV components in Germany’s direct-to-consumer market. The company generated roughly €250 million in revenue in 2025 and has been fully self-financed since it was founded.

Press page for photos and additional information: https://solarhandel24.de/pages/presse