The Direct Sellers Association of Canada (DSA Canada) released its results for a recent Independent Sales Consultant (ISC) Survey. The report shared insights into who actively participates in direct selling, why they join and what keeps them engaged over time.
Key takeaways include:
- Flexibility is key – More than half of distributors (55%) work between 2-10 hours, a sign that entrepreneurs are complementing their traditional employment, hobbies or caregiving responsibilities
- Long-term sustainability – More than half of distributors have been active within direct selling for nine years or longer
- Women lead the industry – 89% of respondents were women, mirroring the larger demographics of direct selling in Canada, where majority of direct sellers are women
- Customer service drives sales – Customers reported being more influenced by product quality and trusted relationships than price alone
- Additional income is paramount – 67% of direct sellers report part-time income as the leading reason for joining direct sales
- Cross-Canadian acceptance – direct selling activity takes place across all Canadian provinces and territories, with Ontario and Quebec holding the largest share of distributors
“Canadians are increasingly seeking flexible ways to earn income and build skills outside of traditional employment models,” said Peter Maddox, DSA Canada President. “This research shows that direct selling continues to provide a low-barrier entry point to entrepreneurship, while also offering opportunities for long-term engagement and personal development. Trust remains at the heart of direct selling. In an increasingly digital and impersonal retail environment, Canadians continue to value personalized service and trusted product recommendations.”
