Direct-selling companies retail a range of products from one person to another away from a fixed retail location. The COVID-19 outbreak caused a substantial shift in the industry, as mass layoffs propelled industry participation levels, resulting in heightened performance. However, intense competition from big-box retailers and e-commerce has pressured the industry, as competitors can offer a wider selection of substitute products at lower prices and in a convenient one-stop location. Direct sellers have embraced innovative sales strategies and digital platforms to maintain growth. Direct selling revenue is expected to climb at a CAGR of 5.0% to $75.2 billion through the end of 2025, including growth of 2.3% in 2025 alone. Profit will also improve as rising per capita disposable income levels improve spending on high-priced goods. Direct-selling companies have relatively low start-up costs and some unemployed or underemployed Americans establish direct-selling businesses as a means of income. As the unemployment rate fluctuated but ultimately climbed in recent years, more enterprises entered the industry. As demand and direct sellers' revenue rose, more businesses entered the industry to use it as a flexible, low-commitment way to earn supplemental income. The health and wellness segment has boomed, with consumers seeking natural and sustainable products. This shift has fueled sales of nutritional supplements and skincare products. Direct sellers have harnessed social media to reach wider audiences, creating personal connections that resonate with consumers. Positive economic trends, like rising consumer confidence and spending, will contribute to rising revenue for direct-selling companies in the coming years. However, rising incomes and consumer spending will also lead many consumers to shop at substitute industries, like mass retailers and online competitors. As e-commerce continues to expand, direct sellers will further integrate digital tools and platforms to enhance customer engagement and streamline sales processes. Artificial intelligence and data analytics will enable companies to fine-tune marketing strategies, personalize shopping experiences and optimize inventory management. Sustainability will continue to be a critical focus, with consumers demanding greater transparency and environmentally friendly practices. Regulatory scrutiny remains a wildcard, as the industry must navigate potential challenges to ensure ethical practices and the protection of both consumers and sellers. Revenue is expected to expand at a CAGR of 3.0% to $87.0 billion through the end of 2030.

In 2020, companies selling products and services for other businesses benefitted from e-commerce channels during the pandemic. Compared to before the emergency, a higher percentage of companies sold directly online, which often meant not involving sales representative. In Brazil, ** percent of surveyed business-to-business firms sold online before COVID-19. During the pandemic, this percentage rose to ** percent.

This statistic depicts the revenue of the leading direct sales companies in the United States in 2024. In that year, Amway was once again the leading direct selling company in the United States with global revenues amounting to *********** U.S. dollars.

Number of Businesses statistics on the Direct Selling Companies industry in the US

With over five billion U.S. dollars, Natura &Co was Latin America’s leading direct selling company in 2023. Natura is headquartered São Paulo, Brazil, and ranks among the top direct selling companies worldwide. Direct selling is a business model in which people sell products and services to the customer directly, either by buying from, or in affiliation with, a parent organization.

Employment statistics on the Direct Selling Companies industry in the US

The Direct Selling Companies industry in California is expected to grow an annualized x% to $x.x billion over the five years to 2022, while the national industry will likely grow at x% during the same period. Industry establishments decreased an annualized -x.x% to x,xxx locations. Industry employment has increased an annualized x.x% to x,xxx workers, while industry wages have increased an annualized x.x% to $x.x billion.

This statistic shows results of the UPS & Statista expert survey "European eCommerce Monitor 2020". Some ** percent of respondents stated that their company sells on Amazon.

In 2024, most companies with 250 or more employees (60 percent) in Denmark were forecast to have online sales. Businesses with between 10 and 49 employees have also increasingly adopted e-commerce. That year, 37 percent of them were expected to be selling online.

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Direct Selling Market Size 2025-2029

The direct selling market size is valued to increase by USD 73.2 billion, at a CAGR of 5.3% from 2024 to 2029. Rapid growth in social media will drive the direct selling market.

Market Insights

APAC dominated the market and accounted for a 30% growth during the 2025-2029.
By Type - Single-level marketing segment was valued at USD 161.00 billion in 2023
By Product - Health and wellness segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 58.97 billion 
Market Future Opportunities 2024: USD 73.20 billion
CAGR from 2024 to 2029 : 5.3%

Market Summary

The market continues to evolve as a significant distribution channel, driven by the increasing prevalence of social media and the growing demand for personalized customer experiences. This global market is characterized by independent sales representatives selling products directly to consumers, often through in-home sales or online platforms. One key trend shaping the industry is the rise of social selling, which leverages social media channels to expand reach and engage customers. This approach allows companies to tap into vast networks of potential customers and build strong relationships through targeted messaging and personalized interactions. However, the market also faces challenges, particularly in the areas of regulatory scrutiny and compliance. Brands continue to launch innovative products, from essential oils to weight management solutions, meeting diverse consumer needs and enhancing brand awareness.
As governments around the world increase their focus on consumer protection and business transparency, companies must navigate complex regulatory frameworks and ensure they are operating within the law. This can involve significant investments in compliance programs, as well as ongoing efforts to stay informed about changing regulations and best practices. For instance, a leading direct selling company might invest in advanced supply chain optimization technologies to streamline operations and improve efficiency. By leveraging real-time data and analytics, this company can better manage inventory levels, reduce delivery times, and enhance the overall customer experience. At the same time, it must also prioritize regulatory compliance, ensuring that its products meet all relevant safety and labeling requirements and that its sales practices adhere to local laws and regulations.
In conclusion, the market is a dynamic and evolving landscape, driven by the power of social media and the growing demand for personalized customer experiences. While this presents significant opportunities for growth, it also requires companies to navigate complex regulatory environments and invest in compliance programs to ensure they are operating ethically and effectively.

What will be the size of the Direct Selling Market during the forecast period?

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The market continues to evolve, with recent research indicating a significant increase in online sales channels and the adoption of digital technologies. According to the World Federation of Direct Selling Associations (WFDSA), global direct selling sales reached USD 189.6 billion in 2020, representing a 15.2% year-on-year growth. This trend is driven by the shift towards e-commerce and the increasing popularity of social selling. Companies in the direct selling industry are responding to these changes by investing in digital transformation and enhancing their compliance measures. For instance, they are implementing robust data security protocols to protect customer information and ensuring that their sales channels adhere to industry regulations.
These efforts are crucial as compliance violations can lead to reputational damage and legal consequences. Moreover, product innovation is another key area of focus for direct selling companies. With the rise of health and wellness products, many firms are expanding their offerings to cater to this growing demand. For instance, some companies are launching new product lines that focus on natural and organic ingredients, while others are investing in research and development to create innovative solutions. In conclusion, the market is experiencing significant growth and transformation, driven by the shift towards e-commerce, digital technologies, and changing consumer preferences.
Companies that can adapt to these trends and invest in digital transformation, product innovation, and robust compliance measures are likely to thrive in this dynamic market.

Unpacking the Direct Selling Market Landscape

In the dynamic business landscape of direct selling, companies leverage advanced technologies to optimize their operations and enhance sales performance. Compared to traditional methods, sales force automation streamlines processes, reducing lea

In 2024, 13.9 percent of enterprises in Romania had e-commerce sales of at least one percent of revenue. The share of enterprises selling online peaked in 2020 at 17.7 percent and was not achieved again in the following years.

The Company Research Services industry is composed of businesses that conduct research on management teams, strategic developments and the financial operations of companies in the private and public sectors. Company research services are predominantly catered toward financial institutions, such as asset managers, bankers, equity traders and sales departments. As a result, demand for company research services is tied to corporate profit and research budget levels. For much of the past five years, growth in both corporate profit and the number of businesses in the United States have fueled industry growth. Uncertainty in financial markets can also drive new demand for research services, as companies seek out additional information before making investments in the business environment. Consequently, industry revenue is projected to expand at a CAGR of 2.2% to $2.1 billion over the five years to 2023. Meanwhile, as corporate profit has increased, industry companies have been able to increase prices, supporting their own profit growth.While the past five years have overall been positive for the Company Research Services industry, industry operations were briefly disrupted in 2020 when the COVID-19 pandemic halted the US economy. Stringent safety restrictions and massive uncertainty caused corporate profit to fall, as many companies had to limit capital expenditures to avoid bankruptcy. Uncertainty fell as the pandemic passed in 2021, leading to higher spending from downstream markets. After a bumpy 2022 due to economic uncertainty, growth is expected to resume in 2023, with revenue expected to rise an estimated 3.1% in the year.The industry is expected to see continued strength over the five years to 2028. The industry is expected to benefit from growing demand from the finance and insurance industries, which account for the largest share of revenue. In particular, heightened regulation regarding risk management will prompt companies to invest in company research that will better inform decisions. Marketing services are also expected to expand over the five years to 2028 as companies develop tools to help corporate sales teams expand operations. Overall, industry revenue is expected to rise at an annualized rate of 1.8% to $2.3 billion over the five years to 2028.

The global Internet Business Buy and Sell market size was valued at USD 24,869 million in 2025 and is projected to reach USD 77,950 million by 2033, exhibiting a CAGR of 15.3% during the forecast period (2025-2033). The growth of the market can be attributed to the increasing popularity of online business transactions and the growing number of startups and small businesses entering the market. Online business buying and selling platforms provide a convenient and efficient way for businesses to connect with buyers and sellers, which has led to its widespread adoption by both individuals and organizations. The internet business buy and sell market is expected to witness significant growth in the coming years due to several factors. One of the key drivers of growth is the increasing adoption of e-commerce by businesses of all sizes. As more businesses move their operations online, the demand for platforms that facilitate the buying and selling of businesses is likely to increase. Additionally, the growing popularity of online marketplaces and the increasing number of startups and small businesses entering the market are also expected to contribute to the growth of the internet business buy and sell market.

Number of Businesses statistics on the Direct Selling Companies industry in Canada

According to an analysis conducted in 2023 of over 200 companies targeting children and families in the United States, only 25 percent of the businesses had a privacy-protective mindset and did not sell data. Under the California Privacy Rights Act amendment, companies are supposed to disclose if they sell users' personal data. Around 13 percent of companies did not disclose whether they engaged in such practices.

In 2023, about 7.7 percent of companies with ten or more employees in Norway sold on online marketplaces, down from 11.2 percent compared to the previous year. Similarly, roughly 8.4 percent of enterprises in Sweden sell via e-commerce marketplaces.

This statistic shows results of the UPS & Statista expert survey "European eCommerce Monitor 2020". Some ** percent of respondents stated that their company sells through an own website.

Employment statistics on the Direct Selling Companies industry in Canada

This table provides figures on the use of information and communication technology (ICT) by companies. This is specifically about the extent to which companies use external networks, including the internet, for e-commerce (in and sale). The table shows how much percent of the total purchase value and what percentage of total revenue is realised through the use of external networks.

The data relate to companies with 10 and more employees. The data are broken down by industry (SBI2008) and company size.

Data available from 2008 to 2009

Status of the figures: 2008 to 2009 are final figures.

Changes as of 11 January 2019: None, table has been discontinued.

When will there be new figures? No longer applicable.

The direct selling industry, which relies on personalized, one-on-one relationships between independent sellers and customers, has maintained steady growth in recent years. During the current period, the industry is estimated to grow at a 3.4% CAGR, including 4.0% revenue growth in 2025 alone, reaching $5.6 billion. This performance is supported by the industry's focus on individualized service, which helps foster brand loyalty and customer retention, distinguishing it from more impersonal e-commerce channels. Companies in this space continue to invest in the recruitment, training and support of independent sellers to sustain revenue growth and maintain profit levels. The adoption of digital tools, such as e-commerce platforms, social media shops, and data-driven marketing, has also enabled direct sellers to broaden their reach and respond to evolving consumer expectations without losing the personal touch that characterizes the industry. The structure of the direct selling industry is built on networks of independent sellers, often organized through multi-level marketing models. Recruitment and retention of these sellers are central to business operations, as most are attracted by flexible work arrangements and the potential for supplemental income. However, many sellers achieve only modest earnings, resulting in high turnover rates and ongoing recruitment needs. To address these challenges, companies are refining onboarding and support programs, fostering inclusive cultures, and leveraging digital engagement tools. The industry is also adapting to increased regulatory scrutiny, particularly regarding recruitment practices and earnings claims, which can affect operational costs and compliance requirements. Additionally, many companies invest in charitable initiatives as part of corporate social responsibility efforts, which can help build public trust and address reputational concerns associated with multi-level marketing. The outlook for the direct selling industry remains stable, with a projected CAGR of 3.7% through 2030 and anticipated revenues reaching $6.7 billion by that year. Growth is expected to be driven by continued demand for wellness and personal care products, influenced by demographic trends and growing consumer spending. At the same time, the industry faces several challenges, including potential regulatory changes, the impact of US tariffs on cross-border supply chains and increased competition from affiliate marketing models. Companies are likely to respond by diversifying sourcing strategies, investing in digital infrastructure and integrating affiliate marketing alongside traditional selling methods. These adaptations are expected to help maintain profitability and support the industry’s ability to compete in a changing marketplace.