Direct selling is expected to continue growing in value terms (at constant 2022 prices) over the forecast period, albeit at a relatively modest pace. Consumers are increasingly shopping online for a wide range of products making it harder for direct selling companies to differentiate their offer.
Direct selling companies still have something of an image problem in Kenya, as many consumers conflate them with pyramid schemes, and this will continue to have a negative effect on demand in this channel during the forecast period. Nonetheless, the entry of larger international brands such as Avon could help to repair this image to an extent, although significant investment marketing and advertising will likely be needed to raise awareness and build trust in these brands.
Despite facing numerous challenges, direct selling is still seen to have potential in Kenya. With the country seeing healthy GDP growth in 2021 and 2022, and with similar growth projected for 2023, it is hoped that Kenya’s economy will strengthen over the forecast period.
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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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