Direct Selling Market Size, Share & Trends Analysis Report By Product (Health & Wellness, Cosmetics & Personal Care, Household Goods & Durables), By Region (North America, Europe, Asia Pacific, MEA, CSA), And Segment Forecasts, 2025 - 2030

Direct Selling Market Summary

New business models have emerged as a result of the internet ecosystem and shifting customer requirements, leading to the rise of direct-to-consumer (D2C) distribution channels. Direct selling is a dynamic and quickly growing route of distribution for product and service marketing. Direct selling offers a significant number of people additional income options and encourages micro-entrepreneurship. The trend of buying products directly from entrepreneurs is gaining traction, especially in Western countries. For Instance, in 2023, approximately 6.1 million entrepreneurs participated in the direct selling channels in the U.S. These companies offered products and services directly to consumers, which provided a personalized buying experience to 37.7 million customers. With considerable numbers of consumers opting for direct selling channels, the growth of the overall direct selling industry is expected to flourish over the coming years.

Over the past several years, direct selling companies have been successful in offering new products on a regular basis to reach a diverse consumer base. Direct selling not only provides revenue opportunities but also imparts transferrable sales and management skills that can be applied outside of the direct selling business. Organizations have also been creating new product versions to meet the dynamic requirements of modern consumers. Direct selling companies have been able to appeal to a big audience with a variety of product preferences by expanding their brand range. This has attracted new consumers and contributed to the growth of the direct selling industry.

In addition to the monetary rewards, direct selling companies offer additional incentives to their direct sellers as a key strategy to encourage them to expand their business successfully. Such incentives have helped firms encourage their employees to participate in the direct selling industry and keep their sales force motivated to set higher goals and accomplish them. However, the growth of the global market is being hampered by increased demand for internet purchasing and the growth of the e-commerce industry.

Post pandemic, the direct selling market witnessed a rise in the utilization of online tools and video meetings, as well as a welcome boost in social connection for consumers who were isolated during national lockdowns. According to the World Federation of Direct Selling Associations (WFDSA), such activities were critical in assisting direct selling representatives in adapting and addressing the issues during the pandemic. They were a significant driver of higher sales and representative growth. Additionally, WFDSA also stated that the global health crisis heightened customer demand for health and wellness products, and direct selling provided several home-bound entrepreneurs with a way to make required part-time or additional income.

Product Insights

The health & wellness segment accounted for the largest share of 35.5 % in 2024. The growth of the health and wellness segment is primarily driven by the increased prevalence of chronic disorders among the global population. Consumers' sedentary and busy lifestyles have led to several diseases and disorders, including stress, anxiety, cancer, diabetes, and other health issues. Furthermore, improper dietary practices result in a lower intake of key nutrients and minerals needed for the human body's healthy and active functioning. This has resulted in a rise in the adoption of health and wellness products, including vitamins, dietary supplements, and other nutritional products. In the following years post-pandemic, direct selling enterprises in the health and wellness industry witnessed strong sales, and their sales momentum appears to have continued. The combined effect of the pandemic and increased customer emphasis on health, coupled with a rise in the adoption of health and wellness products to stay fit, clearly benefited key players. All such factors helped the segment to dominate the direct selling industry.

In the global market, the cosmetics and personal care segment is expected to witness the fastest CAGR of 7.4% from 2025 to 2030. Rising awareness of skincare routines, coupled with novel product branding and advertising methods, are major drivers propelling the growth of the segment. Growing innovations in sustainable and green cosmetics are offering new opportunities for business expansion. Consumers, especially women, prefer to use cosmetic products that are convenient and quick to apply when traveling or attending social gatherings. Furthermore, using organic substances for cosmetics manufacturing is a common approach used by manufacturers to attract more clients. This also aids in the growth of income for businesses in this area.

Regional Insights

The North American direct selling market captured a significant market share in 2024. The presence of a considerable number of players and the growing inclination of consumers towards direct selling for extra income opportunities drive the growth of the region. Rising disposable income and growing awareness of consumers towards products for health, wellness, personal care, and household care are further encouraging the market growth in the region. Direct selling is a recognized channel in the region that provides additional career opportunities to people with little or no formal education. This is one of the key factors that has fueled the direct selling industry's recent growth in North America.

U.S. Direct Selling Market Trends

Direct selling is one of the prevalent sources of income in the U.S. owing to the benefits, such as flexible working hours and extra job opportunities. Growing use of e-commerce platforms coupled with rising awareness of consumers towards health & Wellness are the major driving factors of the direct selling industry in the country. Additionally, trade from regions such as the Middle East & Africa, and Central & South America through direct selling channels are expected to showcase lucrative growth during the forecast period.

Europe Direct Selling Market Trends

In 2024, the Europe direct selling market was identified as a lucrative region supporting the overall market growth. The key growth drivers are growing consumer preference for personalized products and the wave of digital transformation within the direct selling channels. Considering the potential of direct selling, several associations are implementing various development programs and schemes to promote this channel in the region. For instance, in 2024, the European Direct Selling Association launched the Seldia campaign to foster a business environment that supports the growth of the direct selling sector. Such efforts are helping the overall market to grow further in the region.

Asia Pacific Direct Selling Market Trends

The Asia Pacific AI market attributed to the largest market share of 45.4% in 2024. The region is also anticipated to grow with the fastest CAGR of 7.3% from 2025 to 2030. The market is driven by rising spending on healthcare and cosmetics products through direct selling channesl and are gaining traction in emerging economies, particularly in China, India, and Indonesia's lower-tier cities. The nature of direct selling companies resonates well with regional market expectations, thus eliminating the need for physical stores and expensive formal education to earn money. Consumers in the region are shifting towards personalized health and beauty product recommendations from shopping guides and experts. Consumers in the Asia Pacific are paying more attention to their health and attractiveness. Products for weight loss, vitamins, and skincare with natural ingredients are considerably gaining popularity among customers. Owing to this, such products are the leading categories driving market growth in the region.

India Direct Selling Market Trends

The direct selling market in India is witnessing a substantial increase, with wellness and nutraceutical products emerging as the top-selling category, accounting for approximately 74% of the sales in 2023. Besides, factors such as effective business model & practices, increasing health consciousness, & low entry barriers are also driving the local direct selling industry. Companies in the market are providing unique product formulations that are exclusive to traditional retail markets. Such distinctiveness attracts customers who are looking for innovative and high-end products, resulting in increased sales.

Key Direct Selling Company Insights

Key players operating in the global market are taking a variety of initiatives in order to attain a larger market share. Leading industry participants are investing in R&D activities to support organic growth. Additionally, companies are developing new products to diversify and reinforce their existing portfolios and attract new customers. Businesses use mergers, acquisitions, and strategic collaborations to develop eco-friendly and cruelty-free products and obtain an edge over their competitor.

Recent Developments

• In March 2025, Herbalife announced its plan to acquire assets from Pro2col Health and Pruvit Ventures, as well as a controlling stake in Link BioSciences. This move supports its strategy to become a leading health and wellness platform.

• In December 2024, Amway reported global sales of USD 7.4 billion for the year ending. The company witnessed a growth in its health and wellness product category. The company also made considerable operational improvements and leadership changes to support future growth.

Direct Selling Market Report Scope

Global Direct Selling Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global direct selling market report based on product and region:

• Product Outlook (Volume, Million Units, Revenue, USD Billion, 2018 - 2030)

  • Health & Wellness

  • Cosmetics & Personal Care

  • Household Goods & Durables

  • Others

• Regional Outlook (Volume, Million Units, Revenue, USD Billion, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • UK

    • France

  • Asia Pacific

    • China

    • Japan

    • India

  • Central & South America

    • Brazil

    • Argentina

  • Middle East and Africa (MEA)

    • GCC

    • South Africa