More so than many other retail channels, direct selling saw varied growth rates in the US over the past decade. While many retail channels saw consistent growth following the 2008/2009 recession, the performance of direct selling fluctuated in the 2010s.
Social media platform TikTok launched a new live selling feature, TikTok Shop, to its users in the US in October 2022. The app had previously made the feature available in Asia and some parts of Europe.
While direct selling covers a wide swathe of product categories, two of the most important have always been consumer health and beauty and personal care. Recently, beauty products struggled to maintain their share of the direct selling channel.
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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 DefinitionsThis report originates from Passport, our Direct Selling research and analysis database.
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