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.

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 are 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.

Useful links:

The World Federation of Direct Selling Association Global Statistical Database and reports

About Direct Selling

2023 Ipsos Survey on Direct Sellers

Direct Selling Is..