Competitive Landscape
Avon Adapts Digitally as Horizon Targets Younger Sellers
Direct selling in Egypt in 2025 remained moderately concentrated but has become less so over the past five years. In 2020, Avon Cosmetics Egypt held a share of 24% in direct selling, but by 2025 this had declined to 12%, reflecting intensified competition and a shift in consumer behaviour.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Egypt 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 Egypt, 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 Egypt 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 Egypt?
- Which are the leading retailers in Direct Selling in Egypt?
- 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 Egypt - Category analysis
Key Data Insights
Direct Selling Summary
Avon and Oriflame Lose Ground as Local Players Gain Relevance
Avon Adapts to Digital Selling as Face-To-Face Declines
Entrepreneurial Sellers Shift to Digital-First Personal Brands
Health and Beauty Sellers Retain Scale as Local Brands Gain
Digital Migration and Cash-Based Sales Drive Lasting Change
Avon Adapts Digitally as Horizon Targets Younger Sellers
Retail in Egypt - Industry Overview
2025 Developments
Key Data Insights
Supeco Accelerates Discount Expansion as Value-First Mindset Deepens
Discounters and Small Local Grocers Lead as Affordability Drives Choices
Majid Al Futtaim Expands Supeco to Capture Price-Sensitive Demand
Carrefour and Spinneys Drive Expansion beyond Cairo to Unlock New Growth
Lifestyle Malls and Mixed-Use Projects Shift Focus to Experience and Aspiration
Fintech and Ai Partnerships Redefine Affordability and Deepen Digital Adoption
Majid Al Futtaim and E-Commerce Leaders Stabilise Hierarchy as New Concepts Emerge
Informal Retail
Opening Hours for Physical Retail
Seasonality
Holy Month of Ramadan
Eid al-Fitr and Eid al-Adha
Christmas Break
Back-to-School
Mother’s Day
Valentine’s Day
Black Friday
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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