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Learn moreFeb 2019
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Thanks to a consolidated base of local sales associates and buyers throughout the country, the direct selling channel continued to capitalise on its strong sales momentum during 2018. The prevailing macroeconomic uncertainty continued to boost this channel’s performance, given the potential it has to provide complementary income opportunities and credit options for lower- and middle-income local consumers who remain loyal to it.
As local millennial consumers continue to gain relevance across all retailing channels and categories over the next five years, it is anticipated that direct sellers will reinvent themselves in terms of products and technology adoption. The ability of direct sellers to deliver in home services and personalise based on customer preference is expected to solidify the channel’s share as Costa Rica continues to modernise and the working population becomes progressively busier.
Major regional and international players such as Belcorp (L’Bel), Avon, Amway and Herbalife continued to take advantage of the strong brand positioning they developed with local consumers over many years by offering availability, convenience and affordability. International competitors remained ahead in terms of their marketing and logistics capabilities, based on well-developed compensation programmes used to incentivise sales associates to proactively push their products to their families and acquaintances on a regular basis.
Even though the human interaction and personal relationship components of direct selling are anticipated to remain as the channel’s main competitive advantages over the next five years, it is expected that direct sellers will also leverage the further adoption of online shopping platforms aimed at middle- and higher-income local consumers by 2023. It is expected that the role of sales associates could shift from in-home sales and towards becoming the reference point between the company and their online shops, guiding buyers though their internet shopping sites and remaining in touch with them for complementary support or delivery services if required.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Costa Rica with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Direct Selling industry in Costa Rica, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Retailing market research database.
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.