Facts and Figures

The volume of direct sales has been constantly growing over the last years in the EU. Even during the COVID pandemic, Direct Selling has shown to be adaptive and resilient

Courtesy of Amway

Direct Selling Statistics 2023

Screenshot 2024-09-16 104123

The WFDSA has published the 2023 Global Annual Direct Selling Statistical Data Report in August 2024.

A few statistics concerning the EU:

  • Sales increase by 3.9% from €28.566 million in 2022 to €29.712 million in 2023.
  • The independent sales representatives decline from 6 million in 2022 to 5.2 million in 2023.
  • The share of women increased from 74% in 2022 to 78% in 2023.
  • Wellness was the largest category in 2023 with 30% of sales (15% in 2022), followed by home improvement with 18% (14% in 2022), cosmetics and personal care and household and durables both with 16% (12% and 13% respectively in 2022).
  • 4 out of the 24-billion-dollar markets in 2023 are in the EU including Germany, France, Italy, and Poland.
 Visit the WFDSA website for the full results.