Direct Selling: The Coronavirus-era Outlook

September 2020

This report explores the state of play in direct selling prior to the Coronavirus (COVID-19) pandemic as well as the channel’s most unique aspects, before taking a deep dive into how the outlook has changed amidst the COVID-19 outbreak. We are presenting case studies for Amway, Herbalife, Natura, Oriflame and Yanbal, along with an outlook of what to expect of this channel in the coming years.

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Scope
Direct sellers hit by a double-edged challenge in recent years
Knowing customers individually is a key characteristic
Unique aspects of direct selling to cushion the impact of COVID-19
Digital boosts communication between sellers and customers
Direct selling strategies for competing during the pandemic
Oriflame creates new sales drivers to reactivate stagnant sellers
Amway’s live events boost sales while protecting sellers
Herbalife helps sellers become influencers
Yanbal customers can have their orders delivered to their homes
Natura&Co invests on a digital hub of services
Emerging markets to see the greatest growth of direct selling
Players may find it necessary to sweeten perks for their sellers
Digital engagement, sales will drive direct selling

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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