Seldia, The European Direct Selling Association in collaboration with Direct Selling Europe (DSE) contracted Ipsos to carry out an online survey of European Direct Sellers between 27 March and 21 April 2023. The exercise spanned across 12 EU countries (Czech Republic, Estonia, France, Germany, Italy, Netherlands, Latvia, Lithuania, Poland, Slovakia, Spain, and Sweden) and gathered 25,896 completed surveys.
The 2023 results* reveal that 85% of direct sellers in Europe are women and 3/5 respondents are within the 45+ age category. Almost half (49%) have been engaged in direct selling for 7 years or more, indicating a high level of experience and dedication. The survey findings indicate a strong sense of personal affiliation among direct sellers: 85% feeling connected to the products or services they offer and 82% aligning themselves with the brand values and company’s purpose. 68% of all European direct sellers pursue direct selling alongside another occupation, showcasing the flexibility and adaptability of this activity.
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