Facts and Figures

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

Courtesy of Amway

In this section you can find the Direct Selling European Statistics for 2022 and 2021. The statistics for the previous years can be found in the Statistics section of the Resources tab.

Direct Selling European Statistics 2022

Sales up 4.9% over three Years

European retail sales showed growth over the past three years, with an increase of 4.9% or a 1.6% CAGR from 2019 to 2022. It is noteworthy that 2022 sales were above both the pre-pandemic level in 2019 and the sales in 2020, the first year of the pandemic. However, there was a small decrease in sales of 1.1% in 2022, when compared with 2021. Taking a closer look at retail sales in the European region, the top 5 direct selling markets in 2022 were Germany, France, Italy, Poland and Spain.

In 2022, 6.04 Million Europeans were active in Direct Selling. 74% of them were women.

Direct Selling European Statistics 2021

A Resilient Sector

In the European Union, the volume of direct sales has been constantly growing over the last five years.

Even during COVID, sales grew by 3% in 2021 for the EU, and by 5.7% for the rest of Europe (Norway, Switzerland, Turkey, Ukraine, UK). While the wellness product category remained stable, the cosmetics category contracted to the benefit of household goods and durables, and home improvement.

In 2021, 6.565 Million Europeans were active in Direct Selling. 81% of them were women.

*The Statistics for Europe provided by the WFDSA include all of EU and non-EU countries, former Soviet Countries and all those which fall under the region as per WFDSA definition. The statistical information is initiated, managed and funded by the WFDSA.

**Seldia’s membership only includes European Union countries, and countries in partnership, association or candidacy status with the EU.