The German Direct Selling Association (Bundesverband Direktvertrieb Deutschland e. V. – BDD) published its 2026 market study evaluating the state of direct selling in Germany. German direct sellers reported confidence in the channel, with participants in the study expecting a 3.7% growth rate in their annual sales.
According to the German DSA, the direct selling industry generated $24 billion in Germany, representing a 1.7% year-over-year increase, through a diverse range of products and categories, including cosmetics, pet care, wellness, energy and telecommunications services. In total, 906,433 sales partners were active in Germany in 2025, and this number has remained relatively stable. On average, these sales partners experienced a 3.1% return rate, which the German DSA said reflects “that personal advice and individually tailored product recommendations contribute to more sustainable purchasing decisions.”
German direct selling companies have reportedly been rapid adapters of AI. In 2024, 38% of surveyed companies said they invested in AI technology. In 2025, that number had grown to 81%. Even as AI becomes a tool that companies and customers alike rely on to improve efficiency and speed up process, the direct selling industry in Germany continues its commitment to personal relationships as a differentiator in the market.
“The study shows that continuity and change go hand in hand in direct selling,” said Elke Kopp, German Direct Selling Association Chairwoman. “Our industry is stable, adaptable and future-oriented.”
