Direct selling saw current value growth in South Africa in 2024. Demand for direct selling continued to be affected by a challenging economic climate, which led consumers to reduce discretionary spending. Although sales of health and personal care products continue to lead the market, the channel has increasingly been facing intensified competition from leading health and personal care stores such as Clicks, which have been capitalising on their strong value chains to expand affordable private l

Sales of direct selling in Germany recorded close to stagnation in 2024, with moderate value growth. This performance was driven by shifting consumer shopping habits and broader macroeconomic dynamics. While inflation remained a concern throughout the year, its pace notably slowed, offering some relief to household budgets. Nevertheless, many German consumers continued to show a stronger preference for the convenience, price transparency, and broader assortment offered by retail e-commerce.

Direct selling in Morocco remains heavily skewed toward health and beauty products, in large part due to the channel’s predominantly female salesforce and the continued popularity of wellness and personal care items. In 2024, the growth of digital platforms and social media significantly enhanced the reach and effectiveness of direct selling. Sellers increasingly rely on platforms like Instagram, WhatsApp and Facebook to showcase products, interact with potential customers and build long-term re

In 2024, direct selling in Mexico saw its fourth consecutive year of sales growth. However, the number of direct selling agents continued to drop. Many people who started during the lockdowns are now moving on to jobs with more stable and higher incomes. At the same time, long-time agents have become frustrated with companies selling directly to customers online, which cuts into their earnings. As more consumers buy directly from company websites or stores, agents find it harder to make sales an

Direct selling in Switzerland recorded a slight increase sales in current value terms in 2024, although growth was significantly slower than that seen during the pandemic. Local consumers returned to shopping outside of the home, visiting stores more frequently and using remote sales concepts less often.

Direct selling in Nigeria continued to rely on health and beauty products as its main source of retail value growth. Nigerian consumers remain drawn to high-quality, often herbal-based personal care items, and direct sellers are able to distinguish their offerings through multi-level marketing and personalised engagement. However, performance was negatively impacted by the high inflation rate, depreciation of the Naira, and shrinking disposable incomes, which led many consumers to seek more affo

Direct selling maintained solid current value growth in India in 2024. Consumer health and beauty and personal care remained the most popular categories in the direct selling channel in this year. Consumer health direct selling continued to witness double-digit current value growth in 2024, driven by growing health consciousness, especially in urban areas, which supported continued demand for the health and wellbeing products offered by major direct selling brands such as Herbalife Nutrition, Ve

Value sales growth via direct selling in the United Arab Emirates continued to be bolstered in 2024 by the growing interest in wellness products and consumers’ greater awareness of their wellbeing. Simultaneously, health and beauty direct selling continued to attract female sales representatives during the year, supported by its strategic focus on empowering women in the United Arab Emirates.

Direct selling continued to thrive in Egypt in 2024, driven by a growing number of sellers joining the channel as a means of supplementing income in a constrained economy. With many Egyptians facing heightened financial insecurity, particularly among youth and women, direct selling has gained traction as a flexible income opportunity. In parallel, the rise of social commerce is transforming the way direct selling operates, allowing representatives to engage customers through platforms like Faceb

Direct selling in the UK experienced another year of decline in 2024, a trend evident since the boom in 2021, driven by the lingering effects of Brexit and global economic pressures that have led to reduced consumer spending power. These factors have been impacting discretionary purchases since 2022, a perception often associated with direct selling. Rising costs, including National Insurance contributions, have strained direct selling businesses, leading to reduced profitability and, in some ca

Direct selling saw significant current value growth in Ukraine in 2024. The direct selling market in Ukraine remained resilient despite ongoing economic and logistical challenges. Companies specialising in health supplements, cosmetics, and household goods saw stable demand, as consumers continued to seek affordable and high-quality products. Leading direct selling brands, including Avon, Oriflame, and Amway, maintained strong networks through their independent sales representatives, leveraging

Direct selling in Denmark continued to see declining sales in current value terms in 2024, although this was in part due to the weak economic conditions, this was also part of a longer term trend. The channel saw declining sales during the pandemic and it failed to benefit from a post-pandemic recovery. In 2024, low consumer confidence and price sensitivity continued to limit the appeal of direct selling with many people switching to cheaper options. With increasing competition from e-commerce,

Direct selling in the Czech Republic saw a sharp decrease in retail current value sales in 2022, followed by only a marginal rebound in 2023. However, 2024 saw a stronger increase, supported by the higher demand for products. The number of direct sellers in the Czech Republic has been relatively unchanged, but the stabilisation of the economic situation in the country, amid lower inflation, fostered an uptick in purchases. While inflationary pressure on prices remained a factor, consumers were m

Direct selling in South Korea declined in current value terms in 2024, but not as significantly as in the previous year. The large size of the direct selling channel is closely linked to social structures, including high population density in compact urban areas, and career interruptions amongst women. During the COVID-19 pandemic, rising health awareness led to an increase in direct selling of health supplements. However, post-pandemic, more consumers have shifted their spending towards oversea

The trend of returning to physical stores, combined with negative perceptions stemming from increased reports about illegal solicitation and cancellation processes in direct selling, has led to headwinds for the direct selling channel, with current value sales falling for another consecutive year in 2024. Meanwhile, many direct selling companies rely heavily on sales of supplements, but in 2024, the situation for direct selling worsened following widespread media coverage of a significant issue

Direct selling in Slovakia experienced a challenging year in 2024, as retail value sales declined. This decline was attributed to consumers adopting more price-sensitive spending habits, with direct sellers facing intense price competition from other retail channels. While rising unit prices contributed to current value sales for direct selling, it was not due to an increase in demand. Direct sellers encountered escalating operational costs, which they needed to pass on to retail prices. However

The growth of direct selling in Australian significantly slowed in 2024 as consumers shifted to other channels. Namely, the growth of e-commerce has impacted direct selling as many consumers increasingly prefer to use online platforms due to the convenience of being able to access a wide range of products and easily compare prices across retailers within minutes. As direct selling is a more involved process for consumers, they are more inclined to explore e-commerce or simply visit a physical st

Increasing health awareness and consciousness of consumers in Saudi Arabia helped to maintain strong demand for home delivered bottled water in 2024, which is one of the leading products within direct selling. Most households in Saudi Arabia are aware that local tap water is not potable and thus rely on a regular supply of drinking water. Delivery of five-gallon (22.7 litre) bottled water containers directly to the home allows bottled water producers to dominate direct selling in the Saudi marke

Direct selling registered a decline in value sales in current terms in Indonesia in 2024. The conventional door-to-door system struggled to maintain relevance in the face of the development of the digital era. This is evidenced by the fact that 51% of members of APLI (Indonesian Direct Entrepreneurs Association) are said to find it difficult to adapt to the pace of change. The lack of synergy between entrepreneurs in this category and government regulations regarding the use of digital technolog

Direct selling in Singapore saw further decline in 2024, mirroring a general slowdown in the format’s growth across several Southeast Asian markets. Consumers remain attracted to other retail channels that promise more convenience, competitive pricing and wide product ranges. The emergence and continued expansion of e-commerce marketplaces means shoppers can stay at home and browse thousands of listings with minimal effort. This development poses a particular challenge to direct selling, which h

Value sales of direct selling in Hong Kong experienced decline in 2024, with the channel recording a fluctuating performance throughout the review period. Sales were hampered by weak product categories such as appliances and electronics, and food, alongside economic uncertainty, and consumers shifting their attention to purchases outside of Hong Kong, particularly through outbound/northbound travel.

Direct selling in Vietnam shows signs of a gradual turnaround in 2024, buoyed by a healthier national economy and the rising trend for health and beauty products. Even though consumers remain cautious about their spending habits - largely due to ongoing wars in other regions and a persistent desire to save - they are still prepared to pay for items that safeguard their wellbeing and appearance. Higher average incomes and growing awareness of health-related issues mean that health and beauty item

Direct selling continued to lose stream in Portugal in 2024, despite a small uptick seen in 2023. Ultimately, direct selling is seen as increasingly old-fashioned and faces strong competition from retail e-commerce, with the latter seen as more convenient in many cases and offering a wider range of products. That said, performance varies across the different areas of direct selling. For example, a steep slump is seen in fashion direct selling, and an even steeper slump in apparel and footwear di

Direct selling managed to achieve small positive value growth in Taiwan in 2024, thanks to players evolving with the times. For example, Amway Taiwan adopted Cisco Meraki solutions as its core network infrastructure, marking a significant transformation in its approach to digitalisation. This shift is part of a broader initiative to rebuild its network and accelerate its digital transformation, enabling the company to better support its growing business demands. By implementing advanced networki