Global Direct Selling Market - statistics & facts

Direct selling worldwide

Globally, there are many direct selling companies specializing in numerous areas and providing various products from wellness supplements and cosmetics to household and home improvement items. Together, they generated some 186 billion U.S. dollars' worth of annual global retail sales in 2021, which is an increase compared to one year earlier. Direct selling companies specializing in wellness products make up over a third of the industry’s total sales, making it the largest direct selling product category. In the United States, the world’s largest direct selling market, the industry had seen a slight decline in retail sales in the last couple years, until 2020, when the country’s yearly direct sales had reached 40 billion U.S. dollars. In 2021, U.S. sales amounted to nearly 43 billion U.S. dollars. Furthermore, the size of the U.S. direct selling community, i.e., sellers and customers, had grown exponentially, amounting to more than 50 million people that year.

Leading MLM companies

Some of the world's largest multi-level marketing and direct selling enterprises include the likes of eXp Realty, Natura &Co, COWAY, Nu Skin Enterprises, PM-International, among others. The top direct selling companies in the United States are Amway and Herbalife. The largest of the two, Amway, generated nearly nine billion U.S. dollars in 2021 and offers a broad range of products, with nutritional items, cosmetics, and home goods accounting making up the vast majority of the company's sales. The second-largest company, Herbalife, primarily offers weight management and nutritional products, and reported net sales of approximately 5.8 billion U.S. dollars in that same year.

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