In line with retail more broadly, direct selling is experiencing a discernible trend towards e-commerce in a shift leading to some consumer reticence – most notably among older demographics - regarding the practice of permitting direct sales representatives into their homes. This hesitation is likely to present significant hurdles to the traditional face-to-face sales approach.
Following the COVID-19 pandemic and subsequent global events leading to inflationary pressures, the networks of sales agents from premier direct selling companies are set to see expansion in the short term. Historically, challenging financial periods, such as the 2008-2009 financial crisis, for example, have highlighted the accessibility of direct selling as a convenient supplementary income source for those in financial distress.
Direct selling in France is undergoing a transformation with the integration of new tools and strategies, fostering growth for the category. Social networks have become indispensable for sales representatives, who leverage platforms such as Facebook, Messenger, Instagram and WhatsApp for a variety of purposes, including sending invitations, chatting with customers, showcasing product collections, and organising workshops, thereby streamlining the sales process.
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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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