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Global Direct Selling Market Share, Analysis, Forecast: By Type: Single-Level Marketing, Multi-Level Marketing; By Application: Wellness, Cosmetics, Household Goods, Others; Regional Analysis; Market Dynamics: SWOT Analysis, Porter’s Five Forces Analysis; Competitive Landscape; Key Trends and Developments in the Market; 2024-2032
Global Direct Selling Market Outlook
The global direct selling market size reached a value of nearly USD 175.19 billion in 2023. The market is projected to grow at a CAGR of 1.6% between 2024 and 2032 to reach around USD 204.89 billion by 2032.
Key Takeaways
- Direct selling empowers companies to directly connect with consumers, sidestepping the extra expenses and profit margins linked to intermediaries.
- Amway Corp., Herbalife Nutrition Ltd., Natura & Co are a few of the major companies in the market.
- The Asia Pacific, the market for direct selling is witnessing a growing trend of increased expenditure on healthcare and cosmetic products.
Direct selling, a time-honoured approach, involves the sale of products and services directly to consumers in locations beyond the confines of a stationary retail establishment. Certain direct selling enterprises provide exclusive products that are not readily accessible in traditional retail outlets. This presents consumers with a chance to acquire distinctive and specialised products tailored to their individual needs and preferences.
Some of the factors driving the direct selling market growth are the growing middle-class population in developing nations, the escalating accessibility of internet services, and the rise in disposable income as well as the convenience provided by this business model.
Figure: Top 10 Direct Selling Markets, 2022 (USD Million)
Key Trends and Developments
Rising awareness regarding health and beauty; high employment opportunities offered by direct selling; and rising internet penetration support direct selling market growth.
| Date | Company | Event |
| September 2023 | Natura & Co | advanced its omnichannel strategy in the UK through a partnership with Superdrug, a major high-street retailer with over 830 stores. |
| August 2023 | Natura & Co | successfully concluded the sale of Aesop to L'Oréal, a deal initially announced in April 2023 with a final enterprise value of USD 2.48 billion. |
| April 2023 | Amway China | announced plans to invest USD 87 million in five-year project to upgrade its Guangzhou production base infrastructure and facilities. |
| April 2023 | Herbalife | unveiled 106 new product SKUs in Q1 2023, spanning all 95 markets of its global operation. |
| Trends | Impact |
| Rising awareness of health and beauty | With growing customers’ focus towards health and beauty, direct selling companies are offering products catering to wellness, nutrition, skincare, and fitness. |
| Growing online channel | Integrating online platforms with direct selling and incorporating social commerce and affiliate marketing can broaden the customer reach and boost sales of key players. |
| Diverse workforce | Direct selling encompasses a diverse workforce with 20.2 million working full-time and 54.2 million part-time. Another 53.5 million include newcomers, product enthusiasts, and inactive members as of 2021. |
| Rising Internet penetration | In 2023-24, global internet users grew by 97 million, accounting for 5.35 billion people globally. The growing accessibility of internet services surges the sale of products and services directly to consumers. |
Global Direct Selling Market Trends
Establishing trust between a seller and a customer hinges on the provision of a customised buying experience. With the interactive nature of direct selling, businesses have the chance to offer individualised service, allowing them to gain a deeper understanding of their customers' needs, preferences, and goals.
Furthermore, the market for healthcare and wellness products is experiencing significant growth, while evolving lifestyles and an emphasis on self-care and personal appearance further contribute to capitalise on the demand for grooming products, including skincare, cosmetics, and hair care items.
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Market Segmentation
Global Direct Selling Market Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:
| Market Breakup | Categories |
| Type | Single-Level Marketing, and Multi-Level Marketing |
| Application | Wellness, Cosmetics, Household Goods, Others |
| Region | North America, Europe, Asia Pacific, Latin America, Middle East and Africa |
Multi-level marketing is expected to hold significant market share as it relies on individuals rather than traditional retail outlets
MLM model places the selling responsibility in the hands of independent distributor networks. In the MLM structure, these distributors are not considered company employees; rather, they function as independent business owners who build and manage their distributor networks to facilitate product sales.
Meanwhile, in single-level marketing, independent sales representatives act as distributors for brands. This model of marketing is expected to streamline and revolutionise the direct selling market landscape in the forecast period.
The demand for wellness products from direct selling is significantly rising amid rising disposable incomes
Wellness products are anticipated to hold a significant share in the direct selling market due to increasing global disposable income and rising health-consciousness. According to the Global Wellness Economy, the wellness economy is expected to reach USD 7.0 trillion in 2025, with a 9.9% average annual growth. Some of the leading wellness direct-selling companies are Amway, Herbalife, Infinitus, PM-International, Melaleuca, Nu Skin, Young Living, and Forever Living amongst others.
Moreover, the sales of cosmetics from direct selling are likely to increase in the forecast period as key players in the market focus on personalisation, research and development, and premiumisation.
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Competitive Landscape
Players in the direct selling market are increasing their collaboration, partnership, and research and development activities to gain a competitive edge
| Company Name | Year Founded | Headquarters | Products/Services |
| Amway Corp. | 1959 | United States | company's product range spans four categories: Nutrition, Beauty, Home, and Energy + Sport. |
| Herbalife Nutrition Ltd | 1980 | United States | Speacialised nutrition products, energy and fitness, skin and haircare |
| Natura & Co | 2018 | Brazil | Offers a diverse range of beauty products under its three brands including Avon, The Body Shop, and Natura. |
| Vorwerk SE & Co. KG | 1883 | Germany | Specialises in creating, manufacturing, and selling high-end household appliances. |
Other key players in the direct selling market include Tupperware Brands Corporation, Oriflame Holding AG, and Mary Kay Inc., among others.
Global Direct Selling Market Analysis by Region
The Asia Pacific is anticipated to hold a dominant position in the direct selling market. South Korea is the 2nd largest market globally, accounting for 11% of the market. According to the WFDSA 2022 statistics, the market has approximately 8 million independent representatives in retail sales. Factors contributing to the rise in the demand for direct selling across the region include rising incomes, a heightened awareness of health and beauty concerns, and the expanding middle-class population.
The North America direct selling market growth is driven by the growing health and wellness trend among Americans. According to the Direct Selling Association (DSA), the USA had over 6.7 million direct sellers in 2022, over 75% of which were female. The country has over 6.2 million individuals working as part-time direct sellers and 0.5 million working as full-time direct sellers.
Europe also holds a significant direct selling market share, driven by the high purchasing power of Europeans.
Key Highlights of the Report
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Application |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
6.1 Global
6.2 Regional
7 Opportunities and Challenges in the Market
8 Global Direct Selling Market Overview
8.1 Global Number of Direct Selling Independent Sellers
8.1.1 Market Share by Gender
8.1.2 Market Share by Age Group
8.2 Global Direct Selling Market Share by Key Countries
8.3 Country-wise Associations for Direct Selling
9 Global Direct Selling Market Analysis
9.1 Key Industry Highlights
9.2 Global Direct Selling Historical Market (2018-2023)
9.3 Global Direct Selling Market Forecast (2024-2032)
9.4 Global Direct Selling Market by Type
9.4.1 Single-Level Marketing
9.4.1.1 Historical Trend (2018-2023)
9.4.1.2 Forecast Trend (2024-2032)
9.4.2 Multi-Level Marketing
9.4.2.1 Historical Trend (2018-2023)
9.4.2.2 Forecast Trend (2024-2032)
9.5 Global Direct Selling Market by Application
9.5.1 Wellness
9.5.1.1 Historical Trend (2018-2023)
9.5.1.2 Forecast Trend (2024-2032)
9.5.2 Cosmetics
9.5.2.1 Historical Trend (2018-2023)
9.5.2.2 Forecast Trend (2024-2032)
9.5.3 Household Goods
9.5.3.1 Historical Trend (2018-2023)
9.5.3.2 Forecast Trend (2024-2032)
9.5.4 Others
9.6 Global Direct Selling Market by Region
9.6.1 North America
9.6.1.1 Historical Trend (2018-2023)
9.6.1.2 Forecast Trend (2024-2032)
9.6.2 Europe
9.6.2.1 Historical Trend (2018-2023)
9.6.2.2 Forecast Trend (2024-2032)
9.6.3 Asia Pacific
9.6.3.1 Historical Trend (2018-2023)
9.6.3.2 Forecast Trend (2024-2032)
9.6.4 LAMEA
9.6.4.1 Historical Trend (2018-2023)
9.6.4.2 Forecast Trend (2024-2032)
10 North America Direct Selling Market Analysis
10.1 United States of America
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Canada
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
11 Europe Direct Selling Market Analysis
11.1 United Kingdom
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Germany
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
11.3 France
11.3.1 Historical Trend (2018-2023)
11.3.2 Forecast Trend (2024-2032)
11.4 Italy
11.4.1 Historical Trend (2018-2023)
11.4.2 Forecast Trend (2024-2032)
11.5 Others
12 Asia Pacific Direct Selling Market Analysis
12.1 China
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 Japan
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
12.3 India
12.3.1 Historical Trend (2018-2023)
12.3.2 Forecast Trend (2024-2032)
12.4 Indonesia
12.4.1 Historical Trend (2018-2023)
12.4.2 Forecast Trend (2024-2032)
12.5 Malaysia
12.5.1 Historical Trend (2018-2023)
12.5.2 Forecast Trend (2024-2032)
12.6 Vietnam
12.6.1 Historical Trend (2018-2023)
12.6.2 Forecast Trend (2024-2032)
12.7 Thailand
12.7.1 Historical Trend (2018-2023)
12.7.2 Forecast Trend (2024-2032)
12.9 South Korea
12.9.1 Historical Trend (2018-2023)
12.9.2 Forecast Trend (2024-2032)
12.10 Australia
12.10.1 Historical Trend (2018-2023)
12.10.2 Forecast Trend (2024-2032)
12.11 Others
13 LAMEA Direct Selling Market Analysis
13.1 Brazil
13.1.1 Historical Trend (2018-2023)
13.1.2 Forecast Trend (2024-2032)
13.2 Argentina
13.2.1 Historical Trend (2018-2023)
13.2.2 Forecast Trend (2024-2032)
13.3 Mexico
13.3.1 Historical Trend (2018-2023)
13.3.2 Forecast Trend (2024-2032)
13.4 South Africa
13.4.1 Historical Trend (2018-2023)
13.4.2 Forecast Trend (2024-2032)
13.5 Others
14 Market Dynamics
14.1 SWOT Analysis
14.1.1 Strengths
14.1.2 Weaknesses
14.1.3 Opportunities
14.1.4 Threats
14.2 Porter’s Five Forces Analysis
14.2.1 Supplier’s Power
14.2.2 Buyer’s Power
14.2.3 Threat of New Entrants
14.2.4 Degree of Rivalry
14.2.5 Threat of Substitutes
14.3 Key Indicators for Demand
14.4 Key Indicators for Price
15 Law and Regulations
16 Competitive Landscape
16.1 Market Structure
16.2 Company Profiles
16.2.1 Amway Corp.
16.2.1.1 Company Overview
16.2.1.2 Product Portfolio
16.2.1.3 Demographic Reach and Achievements
16.2.1.4 Certifications
16.2.2 Herbalife Nutrition Ltd
16.2.2.1 Company Overview
16.2.2.2 Product Portfolio
16.2.2.3 Demographic Reach and Achievements
16.2.2.4 Certifications
16.2.3 Natura & Co.
16.2.3.1 Company Overview
16.2.3.2 Product Portfolio
16.2.3.3 Demographic Reach and Achievements
16.2.3.4 Certifications
16.2.4 Vorwerk SE & Co. KG
16.2.4.1 Company Overview
16.2.4.2 Product Portfolio
16.2.4.3 Demographic Reach and Achievements
16.2.4.4 Certifications
16.2.5 Tupperware Brands Corporation
16.2.5.1 Company Overview
16.2.5.2 Product Portfolio
16.2.5.3 Demographic Reach and Achievements
16.2.5.4 Certifications
16.2.6 Oriflame Holding AG
16.2.6.1 Company Overview
16.2.6.2 Product Portfolio
16.2.6.3 Demographic Reach and Achievements
16.2.6.4 Certifications
16.2.7 Mary Kay Inc.
16.2.7.1 Company Overview
16.2.7.2 Product Portfolio
16.2.7.3 Demographic Reach and Achievements
16.2.7.4 Certifications
16.2.8 Others
17 Key Trends and Developments in the Market
List of Key Figures and Tables
1. Global Direct Selling Market: Key Industry Highlights, 2018 and 2032
2. Global Direct Selling Historical Market: Breakup by Type (USD Billion), 2018-2023
3. Global Direct Selling Market Forecast: Breakup by Type (USD Billion), 2024-2032
4. Global Direct Selling Historical Market: Breakup by Application (USD Billion), 2018-2023
5. Global Direct Selling Market Forecast: Breakup by Application (USD Billion), 2024-2032
6. Global Direct Selling Historical Market: Breakup by Region (USD Billion), 2018-2023
7. Global Direct Selling Market Forecast: Breakup by Region (USD Billion), 2024-2032
8. North America Direct Selling Historical Market: Breakup by Country (USD Billion), 2018-2023
9. North America Direct Selling Market Forecast: Breakup by Country (USD Billion), 2024-2032
10. Europe Direct Selling Historical Market: Breakup by Country (USD Billion), 2018-2023
11. Europe Direct Selling Market Forecast: Breakup by Country (USD Billion), 2024-2032
12. Asia Pacific Direct Selling Historical Market: Breakup by Country (USD Billion), 2018-2023
13. Asia Pacific Direct Selling Market Forecast: Breakup by Country (USD Billion), 2024-2032
14. LAMEA Direct Selling Historical Market: Breakup by Country (USD Billion), 2018-2023
15. LAMEA Direct Selling Market Forecast: Breakup by Country (USD Billion), 2024-2032
16. Global Direct Selling Market Structure
Key Questions Answered in the Report
The market reached a value of nearly USD 175.19 billion in 2023.
The market is projected to grow at a CAGR of 1.6% between 2024 and 2032.
The market is estimated to witness a healthy growth in the forecast period of 2024-2032 to reach USD 204.89 billion by 2032.
The major drivers include rising incomes, a heightened awareness of health and beauty concerns, and the expanding middle-class population.
The key trends include the surging demand for customised purchasing experience, rising awareness of health and well-being, and rising internet penetration.
The different types of direct selling include single-level marketing and multi-level marketing.
Major applications of direct selling include wellness, cosmetics, and household goods, among others.
The major players in the market include Amway Corp., Herbalife Nutrition Ltd, Natura & Co, Vorwerk SE & Co. KG, Tupperware Brands Corporation, Oriflame Holding AG, and Mary Kay Inc., among others.
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