A Resilent Sector

In the European Union, the volume of direct sales has been constantly growing over the last five years.

Even during COVID, sales grew by 3% in 2021 for the EU, and by 5.7% for the rest of Europe (Norway, Switzerland, Turkey, Ukraine, UK). While the wellness product category remained stable, the cosmetics category contracted to the benefit of household goods and durables, and home improvement.

in 2021, 6.565 Million Europeans were active in Direct Selling. 81% of them are women.


The World Federation of Direct Selling Association Global Statistical Database and reports can be accessed here.

 *The Statistics for Europe provided by the WFDSA include all of EU and non-EU countries, former Soviet Countries and all those which fall under the region as per WFDSA definition. The statistical information is initiated, managed and funded by the WFDSA.

**Seldia's membership only includes European Union countries, and countries in partnership, association or candidacy status with the EU.