Competitive Landscape
Novaventa Drives Consultant-Led Digital Expansion to Secure Share Gains
Direct selling in Colombia is moderately concentrated, with Novaventa strengthening its lead in 2025 by reaching a 16% share, up from 11% in 2020. Novaventa’s continued leadership is underpinned by its vast consultant network of approximately 300,000 and a consumer base of 4 million, allowing it to maintain an exceptional reach in Colombian households.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Colombia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in Colombia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in Colombia?
- Which are the leading retailers in Direct Selling in Colombia?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Colombia - Category analysis
Key Data Insights
Direct Selling Summary
Players Leverage Hybrid Models to Maintain Consumer Relevance
Health and Beauty Direct Selling Leads with the Support of Digital Transformation
Natura Partners with Mercado Libre to Accelerate Omnichannel Growth
Livestreaming and New Entrants Fuel Broader Product Engagement
Health and Beauty Lead Growth as Digital Adoption Accelerates
Novaventa Drives Consultant-Led Digital Expansion to Secure Share Gains
Retail in Colombia - Industry Overview
2025 Development
Key Data Insights
Colombia's Retail Market Delivers Robust Growth as Consumers Make Smaller, More Frequent Shops
Easy and Koaj Drive Shopper Engagement with Immersive Store Design
Ultra-Low-Cost Retailers Accelerates E-Commerce Growth
Ara Intensifies Expansion to Outpace Traditional Rivals with New Store Formats
Mercado Libre Leverages Live Shopping to Drive Online Engagement and Sales
Major Retailers Accelerate Private Label Expansion to Capture Margin and Loyalty
D1 and Ara Extend Lead as Discounters Reshape Value Dynamics
Cheaf and Olímpica Drive Innovation in Food Waste and Delivery
Informal Retail
Opening Hours for Physical Retail
Seasonality
Hot Sale
Back to School
Severance Savings
Valentine’s Day
Women’s Day
Holy Week
Mother’s Day
Father’s Day
Holiday
Primas Payment (extra-legal salary)
Love and Friendship Day
Halloween
Black Friday
Cyber Monday
Christmas and New Year
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Direct Selling research and analysis database.
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