The World Federation of Direct Selling Associations (WFDSA) announced global direct selling industry reached USD 179.3 billion volume in 2020. Global results showed a sales increase of 2.3%. Founded in 1978, the WFDSA is the leading international organization representing the global direct selling industry in more than 170 countries through more than 60 regional and local direct selling associations.
In 2020, the top three markets were the U.S. (22% share), China (11%) and Germany and Korea (each 10%). The top 10 markets generated 78% of the global volume.
Global sales force was 125.4 million independent representatives/distributors, a 4.3% increase over 2019.
During 2020 the global pandemic, direct selling experienced the increased use of online tools and video meetings and welcomed social interaction for customers during the isolation due to countrywide lockdowns. WFDSA said, these changes were instrumental in helping direct selling representatives adapt and respond to the challenges of the pandemic, and were a key driver of increased sales and representative growth.
China was particularly challenged during 2020 by the pandemic, since the market was still recovering from the unrelated government restrictions on meetings1 during the first part of 2019, when COVID-19 hit with another major prolonged disruption. Some markets, most notably Argentina, also faced significant inflationary impact that compounded the challenges during 2020.
Click here to review WFDS’s 2020 statistics in detail.