The Direct Selling Education Foundation (DSEF) released its 2026 Growth & Outlook Study, showing evidence of an evolution in how Americans think about the ways they work, earn and build businesses.
In the US, direct selling represented $34.2 billion in retail sales in 2025, with 34.8 million customers and 5.2 million direct sellers who averaged $6,577 in retail sales. Of these direct sellers, majority worked their businesses part-time (4.8 million) and were overwhelmingly female (73%). This year’s study showed a 6% year-over-year increase in Hispanic participation, proving to be one of the strongest demographic gains in the year’s research.
Service-based direct selling companies also showed momentum, reporting a 5% revenue increase, which the DSEF stated was representative of continued expansion beyond traditional product offerings. Wellness was still a mainstay for direct selling companies, but the category showed a 7% year-over-year decline in sales.
According to the report, consumer expectations continue to shape the direct selling experience, including increased demand for personalized service, trusted recommendations, community connections and convenient purchasing experiences that blend digital and social engagement. Independent direct sellers build businesses that combine flexibility with personal relationships and a growing grange of products and services, and the DSEF stated that this ability to adapt to how consumers prefer to shop and engage “remains one of the channel’s greatest strengths.”
“These findings show a direct selling channel that continues to change with the people and communities it serves,” said Dave Grimaldi, Direct Selling Association CEO. “The growth in Hispanic participation and service-based businesses reflects a broader range of entrepreneurs and industries using the direct selling channel to meet consumers where they are.”
