Data shows the channel isn’t slowing down, it’s leveling up.
Listen to this story on the new, revamped The DSN Podcast. Even when your day is packed, we make it easy to stay informed, engaged and one step ahead. Listen now or read below!
We’re more than halfway through 2025, and the latest DSN quick poll doesn’t just reflect where the direct selling industry stands—it offers a glimpse into where it’s headed.
I’m fortunate to have built long-standing relationships with Founders and CEOs across the direct selling industry during my 40 years of service to the channel. And because of those strong ties, I’m able to ask for—and receive—invaluable access to the numbers and analytics bubbling underneath the channel’s surface.
As you know, we recently released the results of our first half of 2025 Year-over-Year Quick Poll. I personally reached out to 100 companies with a minimum of $50 million Annual Revenue Run Rate (ARR) in North America and asked them how they are doing, inviting them to share an anonymous snapshot of their revenue compared year-over-year.
I was able to get 80 data points from these 100 companies. Anecdotally, through my conversations with smaller companies not included in the survey, I can share that similar growth rates exist beneath the $50M North American ARR threshold. Hidden below the topline growth stats lies a deeper story of transformation, divergence and momentum both in the US and globally.
A Channel in Motion, Not on Pause
Fifty percent of surveyed companies reported year-over-year growth. That’s impressive on its own, but 22.5 percent of respondents posted growth north of 20 percent. These are not marginal gains. They signal that despite macroeconomic noise and continued pressure from digital-native competitors, direct selling remains a viable, adaptive path for growth-minded companies.
These numbers also represent a marked improvement from January’s survey findings which compared 2024 annual results to 2023. Media noise paints a troubling picture of our industry—we’ve all seen the dire headlines focusing on a handful of product-centric companies that have closed or pivoted to affiliate models. But the truth is that those companies represent less than 10 percent of overall product revenue. The actual numbers of what’s happening in the channel right now tell a different, far more compelling story.
Bottom line? Many companies in direct selling are growing, and not by negligible numbers.
This growth is not limited to North America, and it’s not being driven by scale or legacy. Many of the companies outperforming the market aren’t household names—they’re the ones that have made bold bets on technology, field support and customer-first thinking.
Additionally, 12.5 percent of the data set reported flat growth (defined here as plus or minus two percent).
On the flip side, 37.5 percent of companies are still experiencing contraction. Often, these are brands clinging to older playbooks—heavy on recruitment, light on product innovation. In today’s environment, that’s not a viable formula for sustainability or success.
Momentum Leaders
These 18 companies (presented alphabetically) achieved over 20 percent year-over-year growth in the first half of 2025*: 7K Metals, Bravenly Global, EllieMD, Farmasi, Immunotec, InGroup, LifeWave, Make Wellness, Neora, Oliveda, Omnilife, Partner.Co, PM-International, Shaklee, The Super Patch Company, Think Energy, VeloVita and Zinzino.
Services Take Center Stage
There is another incredibly positive sign for direct selling on the horizon. The US consumer economy has become dominated by services, with roughly 70 percent of spending going to services and just 30 percent to goods. Direct selling is already well aligned with that trend. Over 60 percent of US direct selling sales are now service-based, accounting for $30+ billion in annual revenue (in a $50+ billion market).
Currently, 90 percent of the service-based revenue comes from companies where agents need to be licensed to conduct business. These are primarily fields with significant regulatory oversight such as insurance, real estate and financial services. But—across the board—services continue to show signs of rapid, unimpeded growth.
Growth Demands Change
The direct selling model isn’t a relic. It’s a viable opportunity that is showing signs of growth, particularly in the US. But that growth is contingent on evolution. From the data we’re seeing at DSN, the companies showing momentum are relentlessly customer-centric and equip their field with smart, intuitive digital tools. The ones that continue to struggle or stagnate rely on outdated methods and tired strategies.
The service sector remains dynamic as US consumer spending continues to migrate away from products. This represents a tremendous growth opportunity for the channel.
As we see it, success in the remainder of 2025 and beyond won’t come from maintaining the status quo. It will belong to those ready to build what’s next. The past, my friends, is in the past.
*Poll results reflect growth in global revenue for the first half of 2025 compared Year over Year (YoY) with the first half of 2024. Flat defined as YoY revenue of less than ÷2%. Companies polled have a minimum $50 million Annual Revenue Run Rate (ARR) in North America. Real estate and financial services companies utilizing licensed agents were not included.
STUART JOHNSON has served the direct selling industry for nearly 40 years. His passion for the channel encompasses a broader commitment to build and connect the direct selling community through exclusive industry events such as Direct Selling University and the DSN Global Celebration. Stuart is arguably the most connected person in direct selling, building and growing a network of executives, thought leaders, strategists and innovators. His advice and counsel are sought after by leaders throughout the channel.
An Online Exclusive from Direct Selling News magazine.
