Direct Selling is a great example of entrepreneurship, empowering individuals to launch and run their businesses on their own terms.

However, entrepreneurs face several challenges in the EU, including regulatory uncertainty about their legal status, often exacerbated by market developments.

In most EU countries, direct sellers are considered self-employed under national law. Only two Member States, France and Italy, have introduced specific statuses for direct sellers, which include a dedicated social security system that consider their specificities and are proportional to either their earnings or the time they invest in the activity.

In order to safeguard the status of the 5.3 million entrepreneurs involved in the sector and the distinct specificities of Direct Selling, Seldia closely monitors EU regulations regarding employment status, such as the Platform Work Directive, and participates in relevant initiatives like the Future of Work Project organized by Reshaping Work.

Direct Selling has also a significant positive impact on women’s occupation and entrepreneurship, with around 80% of direct sellers being women. This led Seldia to support the Women Entrepreneurship Platform which aimed at raising awareness of obstacles women face to in establishing their business.

Additionally, Seldia is committed to gaining more support and recognition for entrepreneurs. To this end, we have proposed several recommendations for the 2024-2029 mandate of the EU Institutions, including removing barriers and implementing incentives to make self-employment more accessible and appealing.