Direct Selling

Stores continue to invest in systems that make buying easier, more convenient, frictionless, while e-commerce players are expanding their shopping capabilities, helping consumers to find better, more targeted products. In the process, these two…

Direct selling retail current value sales exhibited a steep decline during 2020 in response to the COVID-19 pandemic. Restrictions on movement, most notably a dusk-to-dawn curfew in the major cities, made it difficult for salespeople to move around,…

Multi-level level marketing remained the most popular form of direct selling in Cameroon in 2022 as the retailing category recorded a positive performance for the second year in a row. However, this was not enough for category sales to recover to…

Direct selling has evolved in the recent review period, with sellers turning to social media and online marketplaces. This switch to e-commerce was stimulated by the era of COVID-19, when consumers and players alike were forced to embrace online…

Direct selling saw sales boosted during the pandemic, and the impact has persisted post-pandemic, with growth accelerating again in 2022 after a slowdown in 2021 The channel remains far from saturation or maturity. The key factors driving the…

In Guatemala, the direct selling channel continues to rely heavily on in-person interactions as e-commerce penetration remains relatively low. The COVID-19 pandemic had a significant negative impact on direct selling in 2020 due to government…

Direct selling registered constant value growth in 2022, in spite of high inflation, which was mainly caused by the war in Ukraine. With concerns surrounding COVID-19 putting a spotlight on the concept of preventive health, many Kazakhstanis have…

Health and beauty direct selling continued to dominate retail value sales in 2022, especially through beauty and personal care products. Traditionally, direct selling in Latvia is a well-known channel for beauty products. Moreover, health and beauty…

Before the pandemic, direct selling vendors were making efforts to improve their digital presence by providing both social media communication and e-commerce services in order to meet the demands of their customers and remain relevant. This shift to…

Despite growing consumer awareness and the presence of questionable brands and products in the direct selling channel, the channel continues to remain relevant, particularly in rural areas where malls and shopping centres are fewer in number. In…

Direct selling re-emerged during the review period, following many years of absence from Uzbekistan. Following poor performances, most companies had exited this channel prior to the review period in 2012, due to tightening restrictions, including…

Although value sales through direct selling are low in Georgia, they showed a slight increase in 2022. There is a shift away from this channel due to growing competition from online players, which provide a greater assortment of products and the…

Following low value sales in 2021, direct selling saw a positive boost in 2022, despite rising price points and inflation. The most positive aspect has been the strong recovery of beauty and personal care sales, the largest part of the category.…

The outbreak of the Coronavirus (COVID-19) pandemic hit direct selling companies hard as they were almost entirely dependent on their sales agents or distributors to generate sales. Restrictions on movement and socialisation stopped this model in its…

Growth in direct selling current value sales in 2022 was up significantly on 2021. While this was partly because spiralling inflation caused unit prices to rise, the improvement was primarily explained by reduced concern about community transmission…

Direct selling registered a fall in constant value sales in 2022, as double-digit inflation caused by the energy crisis stemming the war in Ukraine dampened volume sales. In fact, direct selling was the worst performing retail channel in 2022, as…

Beauty and personal care remain the main category in direct selling with brands like Belcorp and Natura posting positive growth in 2022. The use of personalized recommendations and innovative products at affordable prices is supporting development.…

Direct selling is seeing positive growth in 2022, albeit below the level of inflation. The category took a hit during the era of the pandemic, when restrictions on person-to-person contact severely dampened value sales, and 2021 only saw a modest…

Direct selling benefited from a rising number of agents, particularly women, in Tunisia in 2022. This surge in participation can be attributed to the intensified recruitment efforts of leading operators such as Avon, which actively sought to expand…

Beauty and personal care brands, including players such as Avon, continued to represent the largest part of the direct selling business. In 2022, these players were able to leverage their longstanding relationship with consumers, using their solid…

The channel did not see any important changes in the last couple of years of the review period, with no new brands entering the market or announcing their intention to do so. This meant that the existing players continued to gain ground, using new…

Although direct selling saw dynamic growth in current value terms in 2022 this was actually barely above inflation levels. In 2021 direct selling in Serbia started on the path to recovery from the hit it took during the first year of the COVID-19…

Direct selling exceeded pre-pandemic sales in 2022 as the channel sought to recover from the severe impact of restrictions on selling door-to-door. However, much of the current value growth in 2022 was driven by higher retail prices as inflation took…

In 2022, though there was healthy growth in current value sales, constant value sales remained unchanged. The war in Ukraine had a negative impact, with the resultant energy crisis leading to soaring inflation and dampening sales somewhat. That being…

Direct selling continues to face headwinds due to the ageing of the customer base, and the loss of recruitment opportunities due to changes in social behaviour since the pandemic. On the other hand, some players saw rising sales in 2023, as society…

Direct selling was unexpectedly successful in France around the time of pandemic. Initially facing a downturn in early 2020, it rebounded in 2021. Though the overall category has slumped again in 2023, continuing 2022’s downward trend, this fall was…

Market saturation in the United Arab Emirates, featuring prominent brands across diverse retail channels, poses a hurdle in persuading consumers to choose direct selling. To navigate this competitive landscape, direct selling players must distinguish…

Direct selling in Argentina is held to have performed positively in 2023, despite a complex and difficult economic and business context. Many direct selling companies registered strong performances in retail value sales in 2023, although there were…

Just like retail as a whole, direct selling saw significant growth in value sales in 2023, but it was entirely price-driven as inflation remained at unusually high levels for a second consecutive year. Given the focus of direct selling in Austria on…

Direct selling registered a fall in current value sales in Bulgaria in 2023. Both high inflation and a shift away from direct selling to e-commerce led to a drop in sales, as e-commerce also provides the convenience of direct delivery. In fact,…

Direct selling continued to face the challenge of digitalisation in Canada in 2023. Towards the end of the review period, many direct selling companies leveraged online platforms and tools to showcase their products and services to customers, who…

Direct selling in Malaysia showed resilience during the pandemic, particularly in the case of companies specialising in health and wellness products. Seeking ways to stay healthy, local consumers increasingly turned to health supplements and…

Direct selling in Morocco experiences a resurgence as society resumes normal activities, albeit amidst economic challenges posed by the rising cost of living. Despite initial setbacks during the pandemic, cosmetics and skin care show signs of…

Direct selling in Nigeria faced challenges in 2023 as the country grappled with high inflation, resulting in decreased purchasing power among consumers. The direct selling model, predominantly conducted through social commerce and word of mouth, saw…

In 2023, direct selling in South Africa remained subject to challenging operating environments. Despite some stabilising of value sales following three consecutive years of decline as a result of the pandemic, there was still lower demand for certain…

Direct selling in the Czech Republic experienced a surge in popularity during the COVID-19 pandemic when physical outlets were closed. With online retailers still underdeveloped, direct sellers were able to absorb some of the retail needs of Czechs.…

Following a three-year period of decline, direct selling in the Philippines registered modest growth in current value terms in 2023. The channel suffered losses during the pandemic, when agents were unable to sell to their customers on a face-to-face…

Direct selling saw a slump in Hungary in 2023, caused by a confluence of factors. Direct selling is mostly driven by beauty and personal care direct selling in Hungary, which had previously seen a rebound after the notable declines during the time of…

The pandemic has revived the fortunes and renewed the popularity of the direct selling channel amongst Norwegian consumers, as it led companies to establish new ways of marketing and selling their products, namely by using digital tools, such as…

2022 was a strong growth year for direct selling in Singapore, due to the resumption of events and pre-pandemic lifestyles, which made it easier for sales agents to conduct outreach and engagement activities. While the channel recorded a marginal…

Direct selling in Slovakia registered a further fall in both current and constant values sales in 2023. A shift away from direct selling to e-commerce led to a drop in sales, as e-commerce also provides the convenience of direct delivery. In fact,…

According to the Spanish Association of Direct Selling, only around 30% of Spaniards purchase products via direct selling. The regions where direct selling has the highest penetration rate are Andalusia, Madrid, and Catalonia. The limited penetration…

Direct selling companies in Taiwan are undergoing a significant transformation as they adapt to the evolving retail landscape, with a notable trend being the embrace of digital transformation. Recognising the increasing prominence of e-commerce and…

Direct selling in Thailand continued to fall in terms of current value sales in 2023, in a persistent decline that began in 2020 and has not let up since. However, the rate of the drop was significantly slower than in the previous year of 2022. The…

Direct selling declined in terms of current value sales in Vietnam in 2023, with the drop driven by the continued fall of leading brands Herbalife Nutrition, New Image, and Amway as they struggled in the context of global inflationary pressures.…

Direct selling in Belgium registered a decline in sales in current value terms in 2023. This was mainly due to inflationary pressures, which led consumers to become more conservative with their spending. With a growing focus on value-for-money…

In 2023, direct selling in Colombia has benefited from its ease and speed of purchase, product variety and payment options. Growth is also attributable to expansion into more remote areas of the country. In the wake of the COVID-19 pandemic, direct…

Direct selling continued to see declining sales in Denmark in 2023. This was partly due to consumers trying to spend less money as they felt the impact of rising interest rates and higher energy prices, but also due to the competition from other…

Direct selling in Egypt has been transformed into a social commerce platform through evolving market dynamics, a significant reliance on social media platforms for news and trends and changing shopping behaviours. This shift is informed by the…

With consumers looking for greater convenience and ways to save money, direct selling in Peru has gained popularity in 2023. Affordable prices, regular promotional cycles and payment options at no extra cost are the main advantages of direct selling,…