Facts and Figures
The volume of direct sales has been constantly growing over the last years in the EU. Even during the COVID pandemic, Direct Selling has shown to be adaptive and resilient
In this section you can find the latest Direct Selling Statistics. The statistics for the previous years can be found in the Statistics section of the Resources tab.
Courtesy of Amway
Useful Links:
Direct Selling Statistics 2024
The WFDSA has published the 2024 Global Annual Direct Selling Statistical Data Report in November 2025.
A few statistics concerning the EU:
-
The EU collectively recorded sales of €32.218 million (-3.2%).
-
The number of sellers increased from 5.3 to 5.4 million.
-
The share of women remains close to 80%, with 76%.
-
Wellness was the largest category in 2024 with 17.7% of sales, followed by cosmetics and personal care (14.2%), household and durables (13.3%), and home improvement (12.1%).
-
4 of the 21 billion-dollar markets in 2024 are in the EU, including Germany, France, Italy, and Poland.
​​
Visit the WFDSA website for the full results.