With social media becoming a key marketing channel in the United Arab Emirates and the strong trend of influencers, which is being increasingly leveraged by leading brands, direct selling players have also largely moved online, including social media platforms, especially in a post-pandemic era. As an increasing number of brands leverage social influencers, the direct selling channel would benefit from adopting influencer selling or focusing sales on social commerce in the near future.
Many local consumers are brand conscious with high incomes, making premium brands affordable. E-commerce, social media, and personalisation by key brands may overshadow direct selling, but it is worth noting that direct selling brands are evolving to withstand these challenges with unique product positioning and features.
While leading international players, such as Forever Living Products, are increasingly adopting an omnichannel strategy and have strong credibility, previous experiences and public news related to potential scam activities by some brands have made many local consumers suspicious of purchasing through direct selling. Furthermore, with the presence of popular and leading brands in the United Arab Emirates via various channels, it is also challenging to convince consumers to purchase through direct selling.
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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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