Direct selling continued to see slower, but still fast, current value sales growth in 2018. Despite increasing maturity, direct selling continues to attract strong demand from middle- and high-income consumers.
Direct selling players in Cameroon are likely to enter internet retailing by creating online platforms. In this way, direct selling companies aim to provide consumers with easy access to products, which they can choose and pay for at their convenience via secure payment platforms.
Direct selling is set to see sales rise over the forecast period, despite growing competition from health and beauty specialist retailers. This is due to the increasing presence of these competitors in modern retail channels.
The use of social media platforms by several direct selling players, such as GNLD International, Forever Living Products International and Oriflame, and their marketing agents is helping to grow consumer awareness and demand and widen distribution in Cameroon. These agents encourage consumers to request doorstep delivery and mobile payments through impulse marketing strategies.
In 2018, all the direct selling companies operating in Cameroon were international players. The leading brands included GNLD, Herbalife Nutrition, Forever and Tianshi for consumer health products and Mary Kay and the new entrant Oriflame for beauty products.
Forever, Tianshi and GNLD enjoyed fast sales development in direct selling through consumer health products. Their long-standing presence in Cameroon has steadily attracted a solid consumer base among more health-conscious middle- and high-income purchasers, who can better afford to spend beyond essential products.
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This industry report originates from Passport, our Retailing market research database.