Just like the previous year, 2024 was not an easy year and the difficulties are far from being over. I wanted to find out how some of the prominent figures of the global direct sales industry view next year and asked:
“What will be the most critical issue – be it an opportunity or a threat – that the direct selling industry should closely focus on in 2025?”
Their responses constituted a two-part article and I shared the first group’s comments in the first part. This week’s article comprises five additional insights. Feel free to add your comments at the end.
Jason Matheny CEO of Hussle
“In the coming year, the direct selling industry must prioritize blending innovative technology with authentic human connection. As consumer and distributor behaviors evolve, companies that harness AI and advanced digital tools can provide personalized insights that guide sellers on key actions for success-all while amplifying their innate ability to authentically connect with customers. These innovations not only drive increased engagement, but also enhance your distributor’s ability to do what they do best-connect with customers. This seamless integration of tech and human touch is essential for companies to remain competitive, foster deeper engagement, and achieve transformative sales growth.”
Chris Ojeda, Founder and CEO of NexLaunch
“In 2025, direct selling companies must fully embrace digital transformation to remain competitive. As customers demand seamless online experiences, companies must adopt tools like AI, automation, social media strategies, and human personalized content. This shift is a massive opportunity to enhance engagement, boost sales, and build loyalty. However, those who fail to adapt risk losing relevance amid younger audiences and rising competition from mainstream e-commerce and gig platforms who are investing millions in advertising. Helping direct dales companies overcome these ongoing challenges has been my passion, supporting and providing data to make better decisions and turning them into growth opportunities while staying ahead in this wild market.”
Brian Palmer, President of Fluid Studios
“The most significant issue facing the direct selling industry is the modernization of its technology stack, particularly the front-end experience. To remain competitive with e-commerce and affiliate-focused brands, direct selling companies must prioritize creating seamless, intuitive, and ubiquitous platforms that meet modern consumer expectations.”
Terrel Transtrum, Founder and CEO of ServiceQuest
“In 2025, direct sales will undergo a renewal, with authenticity and meaningful engagement emerging as the industry’s competitive edge. As digital and AI-driven platforms saturate the market, affiliates and distributors must focus on building personal connections and crafting unforgettable experiences. Success will come from making every customer touchpoint memorable, offering products and services with personalization, thoughtfulness, and attention to detail that leave customers feeling important and connected to the brand community. This human-centric approach, where people feel truly seen and appreciated, will set direct sales teams apart and redefine consumer-direct marketing for the years ahead.”
Daryl Wurzbacher, CEO of ByDesign Technologies
“In 2024, we’ve seen a large divergence in companies either pivoting into a simple affiliate model or truly doubling down on the direct selling model. For companies that have built trust with their salesforce and navigated the uncertainty of the past few years, we’ve seen inspiring stories of growth. As we approach 2025, it’s becoming critical for our industry to truly understand how the business drivers (compensation, promotions, incentives) lead to sustainable growth. Ultimately, the direct selling model must drive results; from increasing customer acquisition/retention, to growing consultant acquisition/retention, and understanding how the drivers impact results is key for sustainability.”
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Hakki Ozmorali is the Founder of WDS Consultancy, a management consulting and online publishing firm in Canada, specialized in providing services to direct selling firms. WDS Consultancy is the publisher of The World of Direct Selling, global industry’s leading weekly online publication since 2010. Hakki Ozmorali is an experienced professional with a strong background in direct sales. His work experiences in direct selling include Country and Regional Manager roles at various multinationals. You can contact Hakki here.
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