Overall, direct selling is projected to see slow retail value (constant 2022 prices) growth over the forecast period, although the rates of increments are expected to vary according to product type. Maturity is predicted to see stagnation in the dominant health and beauty category.
Digitalisation is predicted to have a positive impact on direct selling in the forecast period. While traditionally a quite conservative and personal-based business area, direct selling players continue to evolve and look online.
In this vein, social media is regarded as an attractive and necessary tool for direct selling. The pandemic strengthened the importance of social networks and other online tools in the channel.
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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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