A Century of Empowerment: How Direct Selling Championed Women Before They Were Given the Right to Vote

The history of women's empowerment is often charted through political milestones, but economic empowerment has an equally compelling, yet sometimes overlooked, history. Long before women across Europe secured the right to vote, direct selling emerged as a revolutionary avenue for financial independence. Today, on International Women’s Day, we celebrate a business model that has been championing women’s entrepreneurship for over a century and continues to thrive across the continent - Direct Selling.

The Pioneer Who Started It All

When discussing the roots of women’s empowerment in retail, we must look back to 1886 and the widely acknowledged first-ever direct seller, Mrs P.F.E. Albee. At 50 years old, Mrs Albee became the first General Agent for David H. McConnell’s California Perfume Company. Travelling by train and horse-drawn buggy, she did more than simply sell perfumes; she recruited a network of other women, offering them an unprecedented opportunity to step out of strictly domestic roles and earn their own income. Her pioneering work laid the foundation for a global industry that fundamentally believed in women's capabilities decades before society at large caught up.

A Modern Pathway to Independence

The legacy of Mrs Albee is vibrantly alive today. Direct selling remains a powerhouse for entrepreneurship amongst women. According to the World Federation of Direct Selling Associations (WFDSA) 2024 statistics, women make up approximately 76% of the direct selling salesforce in the EU. This overwhelming majority highlights how the industry continues to meet the needs of modern women.

The ways in which direct selling empowers women today are multifaceted:

• Flexibility and Autonomy: It offers the freedom to build a business around family, studies or other commitments, putting women in total control of their schedules.

• Financial Independence: It provides a scalable opportunity to generate primary or supplemental income, fostering economic stability and personal development.

• Community and Mentorship: Direct selling is inherently social. It creates strong support networks where women mentor, encourage and celebrate one another's successes.

• Accessible Entrepreneurship: With low start-up costs and comprehensive training programmes, it removes the traditional barriers that often prevent women from starting their own businesses.

Empowerment at Every Stage of Life

One of the most remarkable aspects of direct selling is that it is open to all. It does not demand a specific CV, nor does it discriminate based on life stage. This inclusivity is deeply empowering. For a young woman just entering the workforce, it offers vital sales and communication skills. For a mother returning to work, it provides a flexible transition. For women over 50, a demographic that frequently faces ageism in traditional corporate environments, direct selling offers a dynamic space to leverage their life experience, build new social circles and maintain financial independence.

Looking Forward

From the horse-drawn buggies of 1886 to the digital storefronts of 2026, the direct selling model has continuously evolved. Yet, its core mission remains strikingly consistent: providing a platform for women to achieve their potential on their own terms. As we celebrate International Women's Day, we recognise direct selling not just as a retail channel, but as a historic and ongoing catalyst for the empowerment of women.

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Imelda Vital, Executive Director at Seldia:

“On International Women’s Day, I am proud to represent the 4.1 million amazing women who are direct sellers across the EU. Thank you for your dedication and entrepreneurial spirit. Keep growing, keep striving, and keep building your businesses.”

Soledad Hijano, Secretary General at AVD & Treasurer at Seldia:

“Direct selling has empowered generations of women by offering them the opportunity to grow professionally while balancing different stages of life. On International Women’s Day, we celebrate the dedication, resilience and entrepreneurial spirit of the many women who continue to shape this sector in Spain and across Europe.”