Direct selling will see solid growth over the forecast period. The channel will benefit from the strength of its Oriflame and second-ranked Faberlic, with both players continuing to widen their networks of sales representatives.
Digitalisation will accelerate withing direct selling during the forecast period, with more players investing in omnichannel strategies in line with wider trends in retail development in Azerbaijan. For example, leading player Oriflame has already joined forces with delivery services to provide delivery to conveniently-located lockers, and now also offers a digital payment option through hesab.
Direct selling remains a small retail channel in Azerbaijan, in part due to decades of under-investment and poor management from leading operators. In 2019, for example, one leading player ran television advertisements on Russian-language channels in the country, but did not provide an Azerbaijani contact number, thereby instantly limiting potential recruitment candidates.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.See All of Our Definitions
This report originates from Passport, our Direct Selling research and analysis database.
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