Global Direct Selling Market Size, Share, and COVID-19 Impact Analysis, By Type (Single-Level Marketing, Multi-Level Marketing), By Product (Health & Wellness, Cosmetics & Personal Care, Household Goods & Durables, Others), and By Region (North America, Europe, Asia-Pacific, Latin America, Middle East, and Africa), Analysis and Forecast 2022 - 2032

Industry: Consumer Goods


Global Direct Selling Market Insights Forecasts to 2032

  • The Global Direct Selling Market Size was valued at USD 238.56 Billion in 2022.
  • The Market is Growing at a CAGR of 7.2% from 2022 to 2032
  • The Worldwide Direct Selling Market Size is expected to reach USD 479.15 Billion by 2032
  • North America is expected To Growth the fastest during the forecast period

Global Direct Selling Market

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The Global Direct Selling Market Size is expected to reach USD 479.15 Billion by 2032, at a CAGR of 7.2% during the forecast period 2022 to 2032.

Direct selling is an operation concept in which a party purchases products from a parent company and sells them directly to clients. This may operate in the type of single-level marketing, in which a direct seller earns money solely from sales, or multi-level marketing, in which the direct seller earns money from both direct sales to clients and by promoting new independent marketers and gaining a share of the profits from their marketing efforts. Distributors generate money in direct selling by promoting special goods to end users, either in actuality or electronically. Direct sellers can also hire individuals to join their team of salespeople, sell products, and improve their income opportunities.


Direct selling is distinct among retail channels due to the manner in which items and services are sold to clients. Direct selling organizations manage a marketing staff of millions of independent workers rather than depending on traditional retail stores or Internet platforms. According to some sources, direct selling is the direct human presentation, demonstration, and sale of items and services to people, typically in their homes or workplaces.


The key major players in the global direct selling market include Amway Enterprises Pvt. Ltd., Herbalife Nutrition Ltd., Avon Products, Inc., Vorwerk, Nu Skin Enterprises, Tupperware Brands Corporation, Oriflame Holding AG, Belcorp, Mary Kay Inc., and Cutco Corporation. Leading competitors in the global market are launching a number of strategies in order to increase their market share and better serve their customers. Businesses are also creating new items to broaden and strengthen their existing portfolios while also attracting new clients.


For instance, on May 2023, Pure Romance has declared that it is "shifting away from a multi-level sales model" in favor of an omnichannel marketing approach This decision is part of a broader goal to unify the customer experience across all channels and touchpoints, including the company's consultant base and website.


Global Direct Selling Market Report Coverage

Report CoverageDetails
Base Year:2022
Market Size in 2022:USD 238.56 Billion
Forecast Period:2022-2032
Forecast Period CAGR 2022-2032 :7.2%
2032 Value Projection:USD 479.15 Billion
Historical Data for:2018-2021
No. of Pages:200
Tables, Charts & Figures:129
Segments covered:By Type, By Product, By Region,
Companies covered::Amway Enterprises Pvt. Ltd., Herbalife Nutrition Ltd., Avon Products, Inc., Vorwerk, Nu Skin Enterprises, Tupperware Brands Corporation, Oriflame Holding AG, Belcorp, Mary Kay Inc., Cutco Corporation, Forever Living Products, Vestige Marketing Pvt. Ltd., Primerica, Inc., Arbonne International, LLC, Monat Global Corp., DXN Global, Isagenix International LLC
Pitfalls & Challenges:COVID-19 Empact,Challenges

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Driving Factors

Direct selling is a form of retailing designed to offer products and services to consumers by both major worldwide brands and smaller, entrepreneurial businesses. The businesses that engage sell a wide range of products and services, including jewelry, cookware, nutritional supplements, cosmetics, housewares, energy, and insurance, among others. The global direct selling market is expanding due to increased consumer demand to inspect and authenticate a product ahead of making a purchase. Direct selling is an ever-changing and rapidly expanding distribution channel for both goods and services marketing.


Direct selling provides a considerable number of people with new income opportunities and promotes micro-entrepreneurship. In addition, direct selling not only generates finances but also offers transferable sales and management talents that may be used regardless of the direct selling industry. By diversifying their brand portfolio, direct selling organizations have been competent to cater to a large audience with diverse product tastes. This has drawn new customers and helped the growth of the direct selling market.


Furthermore, growing awareness of dynamic sales methods that eliminate the need for resellers is projected to provide profitable opportunities for the direct selling market. This marketing approach involves low risk and takes less time while giving better support for product advances and large profit potential. As a result, these elements are encouraging an increasing number of people to get involved in the direct selling market.


Restraining Factors        

However, the global direct selling market expansion is being limited by rising demand for internet purchases and the expansion of the e-commerce business. Furthermore, a lack of direct selling traction in remote regions may offer some obstacles in the direct selling market.


Market Segmentation

By Type Insights

The multi-level marketing segment is dominating the market with the largest revenue share over the forecast period.

On the basis of type, the global direct selling market is segmented into the single-level marketing and multi-level marketing. Among these, the multi-level marketing segment is dominating the market with the largest revenue share of 58.6% over the forecast period. Multi-level marketing offers substantial revenue potential for business owners at minimal risk and might be simpler to administer without putting all of the obligations on the direct proprietor. The growing demand for premium products and services is driving network marketing organizations to use multi-level marketing. Furthermore, the cost of launching a multi-level marketing business is quite inexpensive, which is a key driving force in the direct selling industry. The rising propensity of new entrepreneurs to launch a low-investment but highly lucrative business is anticipated to support the segment's growth during the forecast period.


By Product Insights

The cosmetics & personal care segment accounted for the largest revenue share of more than 37.2% over the forecast period.

On the basis of product, the global direct selling market is segmented into health & wellness, cosmetics & personal care, household goods & durables, and others. The cosmetics and personal care segment leads the market with a 37.2% revenue share over the forecast period, owing to increasing consumer preference for premium cosmetic and beauty care products such as beauty devices, make-up, essential oils, moisturizers, hair and skin care products, and perfumes, among others. The market is anticipated to be pushed throughout the forecast period by rising disposable income, fast-growing urbanization, expanding direct selling cosmetic enterprises, and rising product advancements. The growing recognition of new goods being introduced among youngsters and working individuals, combined with the growing female workforce, is adding additional momentum to the market for direct selling. Furthermore, rising advancements in green and sustainable cosmetics are creating new opportunities for business growth.


Regional Insights

Asia Pacific dominates the market with the largest market share over the forecast period.


Global Direct Selling Market

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Asia Pacific is dominating the market with more than 48.7% market share over the forecast period. This increase can be linked to increased expenditures on healthcare and cosmetics. Direct sellers are rapidly gaining popularity in emerging economies, notably in lower-income neighbourhoods in China, India, and Indonesia. Because of a scarcity of physical businesses and an inadequately educated populace in some locations, the nature of direct selling enterprises connects strongly with this target segment. Consumer health and beauty, along with personal care, are the primary product categories driving regional growth. Asia Pacific consumers are increasingly concerned with their health and appearance. Losing weight, taking vitamins, and natural skin care are merely some of the goods that are gaining favor among clients.


North America, on the contrary, is expected to grow the fastest during the forecast period. This can be ascribed to the region's existence of numerous players, as well as an increased predisposition for direct selling for additional income options. Furthermore, increased disposable income, combined with government initiatives, is expected to support regional direct selling market growth over the forecast period. In addition to the benefits of hourly employment and more career prospects, direct selling has become one of the most popular occupations in the United States.


The Latin American market is predicted to rise at a rapid CAGR during the forecast period, owing to the advent of direct selling as an important means of marketing in emerging economies such as Mexico. The rising percentage of female direct participants in the nation, owing to increased earning potential, is a major market driving force. Meanwhile, Europe controls a sizable portion of the market. The region's direct selling market is being energized by a large number of leading beauty product developers and a brand-aware demographic.


List of Key Market Players

  • Amway Enterprises Pvt. Ltd.
  • Herbalife Nutrition Ltd.
  • Avon Products, Inc.
  • Vorwerk
  • Nu Skin Enterprises
  • Tupperware Brands Corporation
  • Oriflame Holding AG
  • Belcorp
  • Mary Kay Inc.
  • Cutco Corporation
  • Forever Living Products
  • Vestige Marketing Pvt. Ltd.
  • Primerica, Inc.
  • Arbonne International, LLC
  • Monat Global Corp.
  • DXN Global
  • Isagenix International LLC


Key Market Developments

  • On February 2023, BigCommerce, a leading Open SaaS ecommerce platform for established and fast-growing B2C and B2B firms, announced a new global relationship with InfoTrax Systems, a leading provider of commissions software and distributor solutions for direct sales companies. To be effective, any ecommerce platform has to be coupled with FlexCloud or another commissions platform due to direct sellers' special needs regarding commissions and genealogical monitoring. Sellers can enjoy the best of both worlds with InfoTrax Powered by BigCommerce.


  • On February 2023, Stran & Company, Inc., a leading outsourced marketing solutions provider known for its promotional products and loyalty incentive expertise, announced that it has been contracted by a multinational direct selling beauty products company to provide incentive merchandise to help grow the customer's North American loyalty program.


  • On November 2022, Rise Bar and Oola have been acquired by USANA Health Sciences, Inc. Rise Bar and Oola will continue to operate independently, but USANA will provide assets and resources to assist the firms in growing, while also leveraging the current companies' expertise and technologies to develop its core USANA business. Rise Bar makes high-quality protein bars with clean and simple ingredients, whereas Oola is a new direct selling firm that focuses on assisting consumers in creating a personal development framework that promotes balance, growth, and purpose.


Market Segment

This study forecasts revenue at global, regional, and country levels from 2020 to 2032. Spherical Insights has segmented the Global Direct Selling Market based on the below-mentioned segments:


Direct Selling Market, Type Analysis

  • Single-Level Marketing
  • Multi-Level Marketing


Direct Selling Market, Product Analysis

  • Health & Wellness
  • Cosmetics & Personal Care
  • Household Goods & Durables
  • Others


Direct Selling Market, Regional Analysis

  • North America
    • US
    • Canada
    • Mexico
  • Europe
    • Germany
    • Uk
    • France
    • Italy
    • Spain
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia
    • Rest of Asia Pacific
  • South America
    • Brazil
    • Argentina
    • Rest of South America
  • Middle East & Africa
    • UAE
    • Saudi Arabia
    • Qatar
    • South Africa
    • Rest of Middle East & Africa

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