Two consecutive years of stagnation have dampened optimism among players in France's direct selling sector. As the industry shifts toward an e-commerce model, it faces challenges from reduced face-to-face interactions – due to consumer reluctance - and heightened competition from online retail.
Direct selling remains one of the few channels where the scale of its sales force often exceeds consumer demand, serving as a vital source of supplementary income during times of economic uncertainty. In France, the sector employs a large number of sales representatives, with a significant proportion working part-time - a trend that is likely to grow as economic challenges persist and remote work becomes increasingly common.
A major setback for the direct selling industry lies in the probable closure of Tupperware France SA in 2025. Once renowned for its signature "Tupperware meetings" - intimate home gatherings where a company representative showcased and sold its products - the brand has seen its traditional model lose appeal in France, partly due to growing environmental concerns over plastic.
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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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