The European Direct Selling Association (SELDIA) and Direct Selling Europe (DSE) had contracted Ipsos to carry out an online survey of European Direct Sellers between March 27-April21, 2023. The survey covered 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 of 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 show a strong sense of personal affiliation among direct sellers: 85% feel connected to the products or services they offer and 82% align 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.
The survey shows that direct in-person contact between sellers and consumers continues to be the cornerstone of European direct selling. Face-to-face meetings and in-person home parties or product demonstrations remain the primary channels through which orders are received. However, sellers under the age of 45 are more likely to recognise social media as an effective method for selling to both new and existing customers, as well as for customer retention.
A remarkable 78% of direct sellers expressed satisfaction with their overall experience, with only 5% reporting dissatisfaction. Furthermore, 72% stated that their experience in direct selling met or exceeded their initial expectations.
Education levels among European direct sellers varied, with 44% completing their secondary education (high school), 12% remaining below primary or lower secondary levels, 19% holding a Bachelor’s degree or equivalent, and 20% possessing a Master’s degree or equivalent.
In addition to financial gains, European direct sellers acknowledged significant personal growth resulting from their direct selling activities. A majority of respondents affirmed that direct selling has helped them improve their interpersonal skills (77%), self-esteem and confidence (74%), and business, management, and sales skills (72%).
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