After a challenging period, direct selling in South Africa is likely to benefit from improving economic conditions that will boost disposable incomes and spending confidence. As the trend evolves, beauty specialists will likely continue dominating the channel, although categories such as consumer health will regain interest from wellness consumers.
Initially known as a door-to-door selling activity, direct selling in South Africa significantly evolved over the review period to join the online revolution, a trend supported by the influx of affordable smartphones and the spread of social media services. It was also accelerated by the pandemic, which made the internet the primary point of contact between buyers and sellers.
As direct selling in South Africa is dominated by female sales agents, the channel has often used circular economies as a differentiating tool to compete with other retailers. However, as consumers increasingly demand greater commitment from businesses towards the environment and social inclusion, direct selling players will likely focus on sustainable innovations to remain competitive.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in South Africa 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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