GLOBAL DIRECT SELLING 2018

The World Federation of Direct Selling Associations represents more than 60 Direct Selling Associations
and their member companies around the world. In 2018 the global sales force of 118.4 million generated
estimated retail sales of USD 192.9 billion, a new record.

DIRECT RETAIL SALES GROWTH

2015-2018
118.4 MILLION
PEOPLE IN DIRECT SELLING
[USD Billions – 2018 Constant Dollars]

183.6 187.0 190.6 192.9 104.6 113.7 116.6 118.4

2015 2016 2017 2018 2015 2016 2017 2018

IN USD BILLIONS IN MILLIONS

The direct selling industry has shown sustained growth over time, with a Global sales were generated by 118.4 million independent
three-year compound annual growth rate of 1.7% for the 2015-2018 period. representatives, an increase of 1.6% from 2017. The sales
Sales figures are expressed in 2018 Constant USD at Estimated Retail, less value-added tax.
force has expanded at a three-year compound annual
growth rate of 4.2% from 2015-2018.

TOP 10 MARKETS – 2018 OF THESE 118.4 MILLION…

IN USD BILLIONS
1. China 35,732 n 1
 0.5 million are full-time, devoting 30+ hours weekly to

1. United States 35,350 building their direct selling businesses.

3. Korea 18,044
n 42.9 million are part-time, devoting up to 30 hours
4. Germany 17,520
weekly to building their businesses.
5. Japan 15,608
6. Brazil 10,198 n 6
 4.9 million others include those who have recently
7. Mexico 5,865 joined; many who join because they love the product and
8. France 5,385 want to purchase at a discount; and others who join but
8. Malaysia 5,287 just never become active.
10. Taiwan, China 3,894

2 in #1 THE UNITED STATES & CHINA

TIE FOR #1 8%
Aged 18-24
20%
Aged 25-34
26%
Aged 35-44
24% 22%
Aged 55+
Aged 45-54

Direct selling is an entryway into the Collaborative

64.1 Economy for Millennials and Baby Boomers alike.
60.2 33.2%
31.2%
In 2019, Millennials are 23-38 years old and Baby Boomers
are 55-75 years old.

74% WOMEN / 26% MEN

24.7
12.8%
12.0
6.2% 6.2
3.9 4.4 5.2 5.2 3.9
3.7 3.2%
2% 2.3% 2.7% 1.9% 2.7% 2%
The number of both women and men joining direct
sales has increased year-over-year.
Clothing & Cosmetics Home Care Household Books, Toys, Foodstuff & Home Utilities Financial Other
The industry empowers countless female entrepreneurs
Wellness
Accessories & Personal Goods & Stationery, Beverages Improve- Services around the world. Now men are recognizing the opportunity
Care Durables Etc. ment
IN USD BILLIONS and joining the ranks.

©WFDSA, Washington, D.C., June 1, 2019. The data on this fact sheet is effective until May 31, 2020.