After recording a high single-digit decline in 2022, direct selling started to regain some growth momentum in 2023. An increase in the number of consultants in the UK was driven by local consumers looking for ways to generate additional income during a time of economic instability.
In 2023, health and beauty direct selling brands began their move away from the channel. Avon has shifted its focus away from direct-to-consumer to bricks-and-mortar expansion for the first time in its UK history through a partnership with Superdrug, and has announced plans to launch its first standalone stores in the local market.
Social media and livestreaming sites have witnessed an uptick in recent years and are likely to continue attracting an increasing number of users throughout the forecast period. In doing so, the growth of these platforms presents an opportunity for direct selling brands to access a committed and varied customer demographic, crafting engaging shopping encounters by utilising their visual and interactive aspects.
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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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