Culturally speaking, direct selling lends itself to its target audience in Turkey, which is mainly stay-at-home parents and homemakers, many of whom prefer a more sociable shopping experience through which they can ask about product features through face-to-face interaction. Direct selling enables socialising among direct selling representatives and consumers, leading to a stronger relationship between buyers and sellers over time.
As inflation eases over the forecast period, consumers will increasingly be prepared to splurge on more premium offerings. As such, direct sellers will adapt their portfolios in terms of premium products.
AI, such as chat-based technologies like ChatGPT, for example, will become more prevalent both in company operations and field activities. Field leaders will increasingly leverage AI-driven posts to support and guide their downlines, streamlining operations and enhancing productivity.
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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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