While direct selling should see total current value sales increase throughout the forecast period, growth is projected to fall below that recorded during the review period and slow steadily towards 2027. Together with an anticipated drop in inflation, more cautious attitudes to discretionary spending among Estonians are likely to temper current value growth in the short-to-medium term.
Direct selling is expected to witness further digitalisation over the forecast period, with online and mobile tools set to continue gaining importance in sales and marketing strategies. In line with this trend, it is likely more representatives will move away from the traditional model of demonstrating or describing the benefits of products to customers in person, and instead follow the example of social media influencers by posting videos or pictures and hosting livestreaming events on popular platforms such as YouTube, Instagram, TikTok etc.
The other products and health and beauty channels will continue to account for the lion’s share of total direct selling current value sales in Estonia over the forecast period. However, a number of smaller channels that have historically been underdeveloped in the country are expected to see rising interest among consumers and entrepreneurs alike.
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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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