About Seldia – Seldia

About Seldia

Seldia was founded in 1968 to be the Voice of the European Direct Selling Sector.

We represent 25 National Associations, 14 Companies, 16 Service Providers, as well as the voices of independent entrepreneurs engaged in Direct Selling activity.

National Associations
Direct Selling Companies
Direct Selling Service Providers

Mission and objectives

An inclusive and sustainable European marketplace that enables companies, direct sellers and customers to interact with confidence brings benefits to all. At Seldia, we work to create an environment where our sector can continue to evolve and adapt to meet the needs of today’s customers and communities.

Seldia’s mission is to promote and represent, at the European level, the interests of its member associations and companies, as well as the voices of the sellers engaged in Direct Selling.

We promote Direct Selling as:

• A dynamic and reliable channel of distribution, in a trustworthy environment for consumers and direct sellers;
An opportunity for people of all ages, regardless of their gender or level of education, to develop a business of their own with little risk.

• We work with a range of European stakeholders to promote the benefits of direct selling, centered on our core values of freedom, trust and personal connection. This includes maintaining and building contacts with EU officials, business organisations and consumer interests groups. We aim to foment a clear understanding of how Direct Selling works, as well as to highlight the diverse benefits our sector brings to Europe.

Maintaining and safeguarding the highest standards of ethics and protection for companies, direct sellers and customers is a core part of our work. Our European Code of Conduct guarantees comprehensive protection to both customers and direct sellers, going beyond protections provided by law.


Seldia is a member of the World Federation of Direct Selling Companies and Associations (WFSDA).
At the European level Seldia is also a member of EuroCommerce.

More on Seldia

More on Seldia

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European Codes of Conduct for Direct Selling