Economic progress and innovative product development from companies such as Herbalife, Amway, and Nu Skin will spur healthy growth in direct selling over the forecast period. Improving economic conditions are expected to reinforce demand for direct selling, particularly for products that already demonstrate consumer appeal, such as health supplements, weight management solutions, and selected beauty items.
The Ministry of Industry and Trade has confirmed that direct selling in Vietnam is governed by a comprehensive set of rules, yet manipulative schemes tied to multi-level marketing persist. Some businesses exploit the direct selling approach to recruit participants in questionable ways, fuelling negative sentiment among the public.
Even as regulatory changes are expected to foster a healthier business environment, direct sellers will face escalating competition from retail e-commerce giants such as Shopee and Lazada, not to mention social media shopping avenues like TikTok. Younger generations are increasingly drawn to online platforms that offer diverse product selections, frequent promotions, and convenient delivery options.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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