Direct selling will register a further fall in constant value sales over the forecast period. Despite continued adjustments, most direct sellers will find it difficult to compete with mainstream retailers, and especially with e-commerce, which is a much cheaper business model, without the need for sales representatives.
Direct selling companies have actively increased their presence online, in particular with advertising and marketing activities. However, e-commerce is a threat to direct selling, including often offering more affordable prices.
The underdeveloped food and tissue and hygiene product areas are set to register the highest value growth over the forecast period and unlike most other segments, will register constant value growth. Their expansion will primarily be due to their current low sales base, coupled with the growing investments being made by the leading direct sellers and frequent key new product launches that include more healthy foods and wellness inspired tissue and hygiene products.
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Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See All of Our DefinitionsThis report originates from Passport, our Direct Selling research and analysis database.
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