With the entry of new players and brands, the growth of social commerce and involvement of new fintech companies like Instapay direct selling is projected to develop and see positive retail value growth in the forecast period. Direct selling is increasingly becoming a key sales channel amongst certain social groups, mostly females in smaller cities with limited access to shopping malls and larger physical stores.
Various local brands have entered the fray in direct selling and they are slowly growing through traditional forms of direct sales. For example, Luster, which specialises in home products and pesticides, originally started as a direct selling company.
Skin care is moving towards saturation in terms of offer due to the large number of players available in the market, both local and international. On the other hand, there appears to be more space for home products cleaning supplies and cosmetics in direct selling.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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