While the outlook for direct selling in the Netherlands appears more stable, the category is unlikely to see significant growth. The channel will continue to be underdeveloped, as Dutch consumers have easy access to a well-established retail landscape, including both physical stores and a highly advanced e-commerce sector.
As previously mentioned, direct selling faces strong competition from alternative retail channels, making growth increasingly challenging. Direct sellers of home products, such as Kirby, must compete not only with variety stores like Hema and Action but also with dominant online retailers like domestic e-commerce leader Bol.
Over the forecast period, low unemployment and intense competition for qualified sales staff will continue to pose significant challenges for direct selling companies. Recruiting new entrepreneurs willing to start their own businesses in this sector will remain difficult, as other industries - such as retail, hospitality, and leisure - offer competitive salaries and attractive working conditions to retain employees.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Netherlands 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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