Direct selling in Australia returned to modest growth in 2025, with value sales reaching AUD1,660 million, marking a 2% increase from the previous year. While the channel is still operating below its pre-pandemic scale, 2025 sales showed signs of meaningful recovery, supported by improvements in digital selling tools, category diversification and stronger performance from high-engagement brands with loyal user bases. Consumer confidence also rebounded slightly, providing more support to discreti

Direct selling recorded modest value growth in 2025, reaching SAR604 million. The channel remains small but stable, complementing rather than directly competing with mainstream retail and e-commerce in Saudi Arabia. Overall value growth stood at 3% year-on-year, supported by a favourable macroeconomic environment, including real GDP growth of 4%, inflation remaining contained at 2%, and consumer expenditure rising to 48% of GDP. Consumer confidence also remained resilient in 2025, with the index

In 2025, direct selling in Italy experienced a modest increase in value, reaching EUR2.9 billion - a 2% increase in current terms over 2024. This performance was set against a backdrop of slow economic expansion, with real GDP growth at just 0.6% for the year, while inflation remained moderate at 2%. Consumer confidence remained subdued, with the standardised index at -0.3 in 2025, reflecting a cautious consumer climate. Nonetheless, consumer expenditure as a percentage of GDP remained stable at

Direct selling in India maintained positive growth in 2025, with current value sales reaching INR 244.1 billion, marking a 6% increase from the previous year. While this represents a slight moderation compared with 2024, it reflects a maturing channel alongside intensifying competitive pressure from online retail. Despite this, India continues to stand out regionally for its resilience, supported by sustained demand for wellness, personal care, and household products.

Direct selling recorded a continued contraction in 2025, reflecting persistent structural challenges and weakened profitability across the channel. Value sales fell to KRW6,863 billion, a decrease of 7% in current terms compared to 2024, as both the number of businesses and distributor compensation declined. This decline was primarily the result of subdued consumer confidence and sluggish economic conditions, evidenced by a real GDP growth rate of just 0.9% and inflation at 2%, which together co

In 2025, direct selling in Slovakia contended with a challenging environment marked by strong price competition from both e-commerce and traditional retail stores. Total value sales reached EUR166 million, reflecting a decline of -2% compared to the previous year. This performance has been shaped by several negative pressures: consumer purchasing power remains subdued and there is little willingness among consumers to increase discretionary spending, with sentiment remaining in negative territor

Direct selling in Germany achieved value growth of 2% in 2025 to reach EUR3.7 billion, up from EUR3.6 billion in 2024. This outpaced the country's real GDP growth rate, which only recovered modestly to 0.2% following negative or stagnant growth in the preceding years. Inflation moderated to 2%, yet consumer confidence remained subdued, with the index at -0.4, indicating ongoing caution among consumers. In this environment, direct selling operators sustained growth by adapting to evolving consume

After a year marked by stabilisation, direct selling in the Czech Republic faced a tough environment in 2025, with current value sales declining by 0.5% to CZK9.5 billion. This reversal followed a modest 4% growth in 2024, highlighting persistent challenges such as rising operating costs and fierce price competition from both e-commerce and retail stores. While the broader macroeconomic environment is improving—real GDP growth was 2% in 2025 and inflation moderated to 2%—these factors have not t

Direct selling in Thailand continues to struggle in 2025, registering a further decline of 5% to THB60,179 million. This sustained downturn contrasts with the broader consumer landscape, where e-commerce, social commerce, and specialist retailers increasingly attract Thai consumers who seek greater convenience, transparency, and authenticity. High household debt and cautious spending behaviour have further undermined the appeal of traditional direct selling, especially as consumers favour price

Direct selling in Vietnam registered a significant decline in sales value in 2025, reversing the rapid expansion seen in the years prior. The total value dropped to VND18.9 trillion, reflecting a decrease of 7% compared to the previous year. This contraction is in stark contrast to the continued robust GDP growth of 7% and relatively modest inflation at 3%, which would otherwise support higher consumer spending. However, consumer expenditure as a percentage of GDP fell to 49%, the lowest in rece

Direct selling in 2025 saw a modest rebound, reaching ZAR 7.21 billion, a 3% rise from the previous year. The performance is shaped by the interplay of socio-economic and regulatory factors. South Africa’s persistent high unemployment rate continues to attract individuals seeking flexible income streams, supporting workforce expansion in direct selling. However, price sensitivity among consumers, exacerbated by ongoing low margins for leading operators, remains a challenge to salesforce retentio

In 2025, direct selling in Turkey experienced a significant transformation, with current value sales rising to TRY26.9 billion, up 46% from the previous year. This robust expansion was shaped by both regulatory changes and evolving consumer preferences. The introduction of a new law in August 2025 brought mandatory licensing, capital requirements, and heightened transparency, designed to protect consumers and eliminate abusive practices such as pyramid schemes. While these measures temporarily r

Direct selling in Malaysia experienced a noticeable slowdown in value growth over 2025, rising by 4% compared to 7% in the previous year. The reduced pace can be largely attributed to intense competition from non-direct selling brands, particularly those offering mass-market products at significant price reductions. As a result, Malaysian consumers facing tighter budgets have gravitated towards more affordable alternatives, making high-priced direct selling items less accessible for many. The

Direct selling in Spain in 2025 continued to face significant challenges, reflecting a broader adverse trend as consumers increasingly shifted towards e-commerce, drawn by its convenience and wider product variety. Retail current value sales of direct selling in Spain reached EUR855 million in 2025, following an increase of 2%, compared to 2024. Growth is subdued when set against the more dynamic digital retail landscape, indicating persistent structural pressures on the channel as digital alter

Direct selling in France experienced a modest improvement on the year-earlier performance in 2025, recording current value growth of 2%, with sales increasing from EUR3.3 billion in 2024 to EUR3.4 billion in 2025. This was driven by renewed recruitment activity and the entry of new participants, signalling a slight but meaningful recovery compared to the previous year, when consumer caution and perceptions of diminished purchasing power had constrained spending and workforce levels. In contrast

Direct selling in Brazil delivered robust growth in 2025, with current value sales increasing by 9%. This performance stands out against a backdrop of a decelerating economy, as Brazil's real GDP growth slowed to 2% while inflation remained elevated at 5%. Despite these macroeconomic headwinds and a decline in the consumer confidence index to -0.9, direct selling maintained momentum, largely due to its entrenched role within beauty and personal care. Leading players such as Natura and Grupo Boti

Direct selling posted a solid increase in Mexico in 2025, reaching MXN193.9 billion, with current value growth of 7% compared to the previous year. This performance came amid a slowing economy, with real GDP growth in Mexico at only 0.6% in 2025 and inflation remaining relatively high at 4%. Despite these macroeconomic headwinds and a mild deceleration in consumer spending, direct selling sustained its appeal by providing economic opportunities—particularly for women seeking financial independen

Direct selling in China continued to struggle in 2025, with the overall market size registering a slight current value decline of 1% year-on-year to CNY106 billion. The landscape remained highly concentrated, with the top three companies accounting for nearly half of all value. This level of consolidation helped limit further contraction, as leading players maintained relatively stable sales while smaller competitors struggled. Against a backdrop of modest real GDP growth of 5% and exceptionally

In 2025, direct selling in the Philippines recorded a decline in current value to PHP63.1 billion, a 3% decrease from the previous year. This contraction stands in contrast to a favourable macroeconomic environment, with real GDP growth remaining robust at 5% and inflation moderating to 2%, supporting stable consumer expenditure at 76% of GDP. Despite these supportive conditions, direct selling continues to face challenges from evolving consumer preferences, particularly the pronounced shift tow

Direct selling in the US experienced another year of decline in 2025, marking the fourth consecutive annual drop. Total value fell to USD18.8 billion, down from USD21.1 billion in 2024, reflecting a contraction of 11%. This continued downward trend follows the historic highs reached during the pandemic, after which the channel has struggled to stabilise. Key factors behind this ongoing decline include the rapid growth of social commerce, which has drawn both consumers and sellers away from tradi

Direct selling in Morocco remains heavily skewed toward health and beauty products, in large part due to the channel’s predominantly female salesforce and the continued popularity of wellness and personal care items. In 2024, the growth of digital platforms and social media significantly enhanced the reach and effectiveness of direct selling. Sellers increasingly rely on platforms like Instagram, WhatsApp and Facebook to showcase products, interact with potential customers and build long-term re

Direct selling in Switzerland recorded a slight increase sales in current value terms in 2024, although growth was significantly slower than that seen during the pandemic. Local consumers returned to shopping outside of the home, visiting stores more frequently and using remote sales concepts less often.

Direct selling in Nigeria continued to rely on health and beauty products as its main source of retail value growth. Nigerian consumers remain drawn to high-quality, often herbal-based personal care items, and direct sellers are able to distinguish their offerings through multi-level marketing and personalised engagement. However, performance was negatively impacted by the high inflation rate, depreciation of the Naira, and shrinking disposable incomes, which led many consumers to seek more affo

Value sales growth via direct selling in the United Arab Emirates continued to be bolstered in 2024 by the growing interest in wellness products and consumers’ greater awareness of their wellbeing. Simultaneously, health and beauty direct selling continued to attract female sales representatives during the year, supported by its strategic focus on empowering women in the United Arab Emirates.