Deep Dive: How Direct Selling Remains Relevant in the Digital Age

Executive Summary

• The global direct selling market rebounded to US$134.2 billion in 2016, up 2.8% from the previous year. China follows the US closely as the second largest direct selling market, valued at US$33.9, and the country is expected to overtake the US as the largest direct selling market in the next few years.
• Direct selling companies are facing challenges in the digital age; apart from consumer shifting purchases to online, technology has enabled brands and retailers to offer more personalized services, a key competitive advantage owned by direct sellers.
• Despite these challenges, some direct companies have enjoyed unparalleled growth in recent years,where they have leveraged digital tools to increase operational efficiency, as well as to broaden their reach to potential customers.