The Direct Selling Association (DSA) announced the results of the 2025 Direct Selling Education Foundation (DSEF) Direct Selling Growth & Outlook Survey. According to the data, US retail sales in the channel reached $34.7 billion in 2024, with 34.3 million preferred customers and discount buyers.
Dave Grimaldi, DSA CEO, stated that direct selling is experiencing continued headwinds from economic uncertainty and that its revenue decline in 2024 reflects both consumer concerns and an ongoing adjustment from the hypergrowth that followed the pandemic.
However, the study also showed that positive perception of the direct selling industry has improved by 21% since 2019 and that 70% of shoppers say they feel good about supporting local business owners like direct sellers.
“If the direct selling channel were a single company, based on retail sales it would rank among America’s top twenty retailers, alongside brands like Best Buy and Dollar Tree,” Grimaldi said. “5.4 million Americans are engaged in the channel either full-time or part-time, driving an enduring economic engine that reaches communities nationwide.”
Convenience, technology and sustainability continue to shape consumer expectations as buyers look for seamless omnichannel experiences, and analysts of the study say the direct selling industry is well-positioned to benefit from these trends because of its personalized service and sense of community.
“As consumer preferences continue to shift in ways that favor flexibility, personalization, and entrepreneurial opportunity, direct selling is increasingly well-aligned with what many of today’s shoppers value,” said Dr. Greg Marshall, Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College and DSEF Fellow. “With companies adapting to market conditions and investing more deeply in their independent salesforces, the channel is making important strides in positioning itself for a return to growth—especially as the broader retail environment also is showing signs of renewed momentum.”
