Direct selling in Ukraine is expected to remain resilient during the forecast period, particularly in regions that are underserved by traditional store-based retailing or e-commerce. Its expansion will be supported by consumer groups seeking flexible income opportunities.
As direct selling evolves, hybrid business models that blend traditional personal interactions with digital engagement will become increasingly dominant. Many companies are already shifting towards social commerce, where representatives use livestreaming, influencer collaborations, and short-form video content to showcase products in real time.
As in other areas of retail, sustainability and ethical considerations are expected to influence the prospects of direct selling during the forecast period. As more consumers prioritise eco-friendly products, direct selling companies will expand their offerings in product areas such as organic cosmetics, natural supplements, and sustainable home care solutions.
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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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