Seldia, the European Direct Selling Association, in a partnership with Ipsos and Direct Selling Europe (DSE), conducted an online survey of almost 26,000 European direct sellers across 12 EU countries, including Czech Republic, Estonia, France, Germany, Italy, Netherlands, Latvia, Lithuania, Poland, Slovakia, Spain and Sweden.
These survey results revealed that 89% of direct sellers in Europe are women, with 3/5 of respondents within the 45+ age category. Almost half (49%) of participants reported being engaged in the direct selling industry for seven years or more and 85% said they feel connected to the products or services they offer. More than two-thirds (68%) said they pursue direct selling alongside another occupation, and 82% described themselves as aligning with their brand’s values and purpose.
Overall, European direct sellers are satisfied with their experience in the industry (78%), and 72% said that direct selling met or exceeded their initial expectations. In fact, 77% said that direct selling helped them improve their interpersonal skills, 74% said it boosted their self-esteem and confidence, and 72% said it enhanced their business, management and sales skills.
