Against the background of underlying ecological challenges and rapid de-regulation of energy markets, the article explores commercial and political dimensions of greening of electricity in Europe. The article has a dual economic and political focus: From a commercial point of view it argues that the European green electricity approaches can be sorted into two types based on a classical distinction between standardised commodification and specialised segmentation. From a political point of view, it argues that the European green electricity approaches can be sorted into two categories, EU- and nationally-orientated renewable energy policies. Drawing on examples from the other case studies presented in this volume, supplemented with other material, the article analyses greening of electricity industry under various market-politics combinations and discusses strengths and weaknesses of each approach as it is applied in the European context. In a final section the article relates the discussion of political and commercial organisation of greening of electricity industry to underlying ecological challenges and the need for a locational differentiation of greening policies.