Direct selling is the oldest form of retail in the world – and community has always been central to our sector. Centuries ago, pedlars would bring commodities to local populations, gathering in the centre of communities and creating a space to meet and to share and discuss ideas.

Direct selling has evolved since then, adapting to the ways communities and families live today. Direct sellers use a range of methods, including face-to-face meetings and social media, but retains the same spirit of direct and personal contact between sellers and buyers

Our sellers and buyers value this personal connection. Personal product recommendations are the key reason people choose to buy in this way – our customers are able to get detailed, first-hand information and product demonstrations from people they trust.

History of Seldia

The first national direct selling associations were created in the 1960s in the UK, Germany, France, Belgium and Italy. In 1968, these associations founded a Federation, under the name of "Fédération de la Vente et du Service à Domicile" or FEVSD. In 1991, FEVDS changed its name to “Federation of European Direct Selling Associations”, known as FEDSA– which at that time represented 15 member DSAs. In 2011, FEDSA changed its name to Seldia.

Today, Seldia is the leading association representing the direct selling industry in Europe. It represents 28 Member DSAs, of which 23 are in EU Member States, 19 Corporate Members (companies) and a large cohort of Service Providers companies offering services and products to direct selling companies.