BIPV represent an interesting category of building elements that allow harvesting on-site renewable energy to contribute positively to the energy balance of the building (NZEB, net zero energy buildings). Indeed many BIPV solutions are capable of integrating both active and passive features into parts of buildings envelopes posing a unique technological and architectural challenge. While BIPV have been considered to be one of the next emerging solutions within the PV sector, their market is still not mature and many of the current BIPV products are project driven [1]. The paper presents a detailed analysis of the BIPV market in order to evaluate the attractiveness of innovative BIPV solutions and to understand their evolving opportunities and threats. Within this study, more than 160 BIPV projects have been identified in EU28 and compared to highlight the differences between the standard photovoltaic market and BIPV solutions. Besides, a direct survey of the activities of BIPV producers and end-users’ needs has been performed to finally approach the economic implications of environmental sustainability for these products. The results achieved show that BIPV applications appear as interesting niche products, whose wider market uptake should be supported by specific actions at technical, legal and cultural levels.