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When people think of direct selling, old stereotypes can linger: a catalogue passed over at eth school gates, a community hall gathering, or a knock on the front door; but look closer at today’s European direct selling landscape, and you will see one of the most sophisticated, adaptable, and genuinely customer-centric omnichannel business models in retail. Direct selling hasn't simply adapted to digital commerce, it has actively reinvented it. By combining the authentic trust of personal relationships with cutting-edge digital platforms, direct sellers offer consumers a seamless, flexible experience wherever, whenever, and however they choose to shop. Far from being a legacy channel, modern direct selling provides a masterclass in how to merge offline intimacy with online convenience. Here is how the sector is redefining what it truly means to be omnichannel. Human Connection Meets E-Commerce At its core, long-term retail success relies on personal trust. While traditional corporate e-commerce can often feel cold, transactional, and algorithmic, direct selling gives digital shopping a genuinely human face. Today’s direct sellers operate personalised e-commerce storefronts that integrate seamlessly with the parent organisation’s centralised logistics and inventory systems. A customer can discover a bespoke skincare routine through a direct seller’s social media channel, click a custom link, place an order online, and have the parcel dispatched straight to their doorstep, all while receiving tailored advice via message or email. It is e-commerce elevated by authentic personal endorsement. The Native Power of Social Commerce Direct sellers were the original influencers, long before social media platforms introduced "buy" buttons. Today, social commerce is not an awkward addition to the business model; it is a natural digital extension of what direct sellers have always done best. Direct sellers across Europe utilise platforms like Instagram, TikTok, and WhatsApp to host live video demonstrations, share personal tutorials, and engage in real-time Q&A sessions. This creates an interactive space where physical product testing is translated into engaging digital content. Crucially, it allows direct sellers to nurture local relationships while simultaneously reaching broader online audiences without losing the personal touch. “Phygital” Journeys: Harmonising Offline and Online True omnichannel strategy is not about abandoning physical touchpoints in favour of digital ones; it is about creating a frictionless harmony between the two. Direct selling excels at crafting these "phygital" (physical + digital) customer journeys: In-Person Workshops & Pop-Ups: Direct sellers host local, face-to-face wellbeing talks, fragrance consultations, or product trials, allowing customers to touch, smell, and test products firsthand. Seamless Digital Follow-Ups: Post-event, consumers manage their orders, flexible subscriptions, and repurchases effortlessly via mobile apps or dedicated online customer portals. Virtual One-to-Ones: Direct sellers offer tailored virtual consultations to assess individual needs and recommend customised product bundles, blending remote convenience with expert, personal attention. Direct-to-Consumer Efficiency with a Local Touch Behind the scenes, direct selling organisations invest heavily in sophisticated technology that empowers their networks. Cloud-based logistics, AI-driven customer relationship management (CRM) tools, and frictionless payment gateways allow direct sellers to focus on what they do best: building meaningful customer relationships. From the consumer's perspective, they enjoy the best of both worlds, the speed, accuracy, and reliability of an enterprise-grade delivery network, paired with the attentive service of a direct seller who truly values their custom. Data-Driven Personalisation Without the Intrusion In an era where consumers are increasingly wary of invasive online tracking and generic targeted adverts, direct selling offers a refreshing alternative to data collection. Personalisation here is built on real conversations and genuine feedback rather than predictive algorithms. Because direct sellers know their clients personally, product recommendations are far more accurate, relevant, and welcome. When digital CRM tools support these human insights, the resulting customer experience is exceptionally high-touch. Redefining Retail for the Modern European Consumer Modern consumers do not shop in a single lane. They browse on social media, ask friends for recommendations, research ingredients online, and expect effortless home delivery. They demand both the convenience of digital tools and the reassurance of human expertise. Direct selling delivers precisely this integrated journey. By merging high-tech infrastructure with high-touch personal consultation, the sector demonstrates that direct selling isn't just keeping pace with omnichannel retail, it is setting the standard.

It is with profound sadness that we share the news of the passing of our Executive Director, Imelda Vital. Imelda was far more than Seldia's Executive Director. For more than 30 years, she dedicated her career to the direct selling industry, earning the respect and admiration of colleagues, members and stakeholders across Europe and beyond. Throughout her years with Seldia, she devoted herself wholeheartedly to strengthening the Association and advancing the interests of its members. Her vision, unwavering commitment and ability to bring people together have left a lasting mark on our Association and on everyone who had the privilege of working alongside her. Her passing leaves an immense void, both professionally and personally. Our heartfelt thoughts are with her family, friends and all those whose lives she touched. The legacy Imelda leaves to Seldia is invaluable. With the support of our Chair, Vice-Chair and Board of Directors, we will continue the mission she carried forward with such conviction, remaining faithful to the values she embodied and building on the strong foundations she helped establish. In doing so, we hope to honour her memory and carry forward her unwavering commitment to our community. Those wishing to honour Imelda may make a donation to the Fondation Saint-Luc, using the reference "In memory of Imelda Vital". Personal messages of condolence may be sent to Imelda's family at: de.walque.tanguy@gmail.com. Imelda, we will miss you.

We have published the July 2026 edition of Seldia’s external newsletter. This newsletter aims to share key milestones and activities from our association, as well as the latest news from and relevant to the direct selling industry in Europe. Check out the newsletter at this link. If you would like to receive future eiditions sent direct to your inbox, you can subscribe here.

Every year on 15 July, the global community comes together to mark World Youth Skills Day. The 2026 theme, "Skills for a shared future", highlights the urgent need to equip young people with the future-ready competencies required to navigate a rapidly transforming world. With continuous technological disruption and shifting economic landscapes, traditional career paths are evolving. For the European Direct Selling sector, this day serves as an important reminder of the vital role our industry plays in upskilling and empowering the next generation. The Rise of the Portfolio Career Younger generations are increasingly seeking autonomy, flexibility, and purpose in their professional lives. The concept of the "portfolio career" is gaining immense traction. Rather than relying on a single employer, young people are actively building diverse, resilient income streams that align with their personal values and lifestyles. The Direct Selling industry perfectly complements this modern approach to work. It offers a structured, low-risk pathway into entrepreneurship, allowing young individuals to build a business alongside their studies, freelance work, or family commitments. However, the true value of the sector goes far beyond flexible earning potential; it lies in the comprehensive, hands-on business education it provides. A Classroom Without Walls At Seldia, we recognise that independent sellers do not operate in isolation. They are backed by the robust infrastructure and support systems of their parent companies. Seldia Members invest heavily in continuous training programmes that are specifically designed to be engaging, appealing, and highly accessible. These training initiatives cover a broad spectrum of vital modern skills. Young entrepreneurs learn the fundamentals of business management, ethical sales techniques, and legal compliance. Furthermore, as the industry drives its digital transition, Direct Sellers are equipped with state-of-the-art e-commerce platforms and receive extensive training in social media marketing and digital communication. This practical experience bridges the crucial gap between theoretical education and real-world application. The Measurable Impact of Lifelong Learning The impact of these training programmes is significant and measurable. According to the 2023 Ipsos Survey conducted across 12 EU countries, direct sellers themselves confirm that engaging in the industry has markedly improved their professional and personal skill sets. The survey revealed that 77% of direct sellers reported improved interpersonal skills, while 72% saw an enhancement in their business acumen. Crucially, 74% reported a boost in their self-esteem and confidence. In a world where mental resilience and adaptability are just as important as technical know-how, these soft skills are invaluable assets. Building Competencies for a Shared Future The skills developed within the direct selling industry are not limited to the sector itself. They are highly transferable, empowering young people to succeed in any future business or employment venture. By fostering a culture of continuous learning, peer mentorship, and community support, Seldia Members are actively contributing to a more resilient, confident, and capable youth workforce. As we celebrate World Youth Skills Day 2026, we reaffirm our commitment to providing accessible, high-quality skills development. By investing in the potential of young micro-entrepreneurs today, we are collectively building the foundation for a prosperous, shared future.

World Micro, Small and Medium Enterprises (MSME) Day highlights the undeniable backbone of the global economy. While the world often focuses on large multinational corporations, it is the micro-entrepreneurs who drive local economies and foster community resilience. In Europe, the direct selling industry stands as a prime example of this micro-entrepreneurial spirit in action. The Scale of Micro-Entrepreneurship When we look at the direct selling industry, we are inherently looking at a vast network of micro-enterprises. Every independent Seller operates their own small business, managing their own time, customer base, and goals. The scale of this empowerment is staggering. According to the 2024 global statistical data from the World Federation of Direct Selling Associations (WFDSA), there are 104.3 million independent Sellers globally. Within the EU, 2024 figures indicate this translates to 5.4 million Sellers driving the regional economy. These individuals are the exact type of micro-entrepreneurs that World MSME Day aims to celebrate. Across Europe, 99% of businesses are SMEs, most of them micro-enterprises. However, their voices are often underrepresented and unheard by policymakers. Seldia is committed to increasing support and recognition for micro-entrepreneurs, not only through its own efforts but also by joining forces with key stakeholders representing this group. That is why, last year, we joined SME Connect, a Europe-wide network and communication platform for small and medium-sized enterprises. Through this network, we collaborate with other associations, such as the Women Entrepreneurship Platform, to strengthen the voice of micro and small businesses at the European level. Accessible Entrepreneurship for All One of the most defining characteristics of the direct selling industry is its accessibility. Traditional business models often require significant upfront capital, complex supply chains, and physical storefronts. Direct selling removes these barriers, offering a structured and low-risk pathway to business ownership. Individuals can start their own venture, dictate their own hours, and scale their business at a pace that suits their lifestyle. This model is particularly empowering for women. The 2024 WFDSA statistics reveal that globally, 72.1% of direct sellers are women, a figure that rises to 76% within the EU. For many, this industry provides the essential flexibility required to balance professional ambitions with family responsibilities. A New Generation: The Portfolio Career and the Referral Economy The concept of work is rapidly evolving, with Millennials and Gen Z increasingly favouring a "portfolio career". Rather than relying on a single employer, younger generations are actively building diverse streams of income that align with their personal interests and values. The direct selling industry perfectly complements this shift towards a modern referral economy. It allows entrepreneurial individuals to recommend products they genuinely believe in while building a flexible income stream alongside other freelance work, academic studies, or part-time roles. This modern approach to micro-entrepreneurship appeals strongly to those seeking autonomy over their financial futures. Skills Development and Mentorship Running a micro-enterprise can be daunting. However, independent Sellers in the direct selling industry do not operate in a vacuum. They are supported by the robust infrastructure of their parent companies. Seldia Members invest heavily in comprehensive training programmes, digital tools, and continuous mentorship. This ensures that their independent Sellers are equipped with the business acumen, marketing skills, and product knowledge necessary to succeed in a highly competitive marketplace. Driving the Digital Transition In 2026, a strong digital presence is non-negotiable for small businesses. The direct selling industry has proactively embraced this shift, equipping micro-entrepreneurs with state-of-the-art e-commerce platforms, social selling training, and digital marketing assets. This technological empowerment allows an individual working from any location to run a sophisticated and digitally integrated business on par with larger retailers. Championing a Fair and Sustainable Environment As these micro-enterprises transition further into the digital space, the industry is also deeply committed to ensuring a fair, transparent, and safe landscape for both Sellers and Consumers. By supporting evolving Consumer protection frameworks, the direct selling industry ensures that its micro-entrepreneurs are operating within a secure ecosystem that prioritises consumer trust, ethical practices, and long-term sustainability. A Vital Component of the European Economy As we celebrate World MSME Day, it is vital to recognise the collective macroeconomic impact of these individual businesses. With the EU market generating over €32.2 billion in sales according to the 2024 figures, the economic contribution of these micro-entrepreneurs is monumental. They stimulate local spending, pay local taxes, and contribute significantly to the wider European economic fabric. The direct selling industry is far more than a retail channel; it is a vital incubator for independent business owners. This World MSME Day, we celebrate the 5.4 million independent sellers across Europe who prove that the smallest businesses can collectively make the biggest impact.

On 30 April 2026, Seldia replied to the Public Consultation on the evaluation of the Audiovisual Media Services Directive (AVMSD). Apart from Seldia’s response to the public consultation questionnaire, we submitted a position paper that complements our answers by providing a more detailed explanation of our views. The key points of our position paper are: Distinction between direct sellers and influencers: direct sellers differ from traditional influencers, as they are remunerated based on actual sales and are responsible for their own promotional activities. Clarification of influencer status using criteria: we support clearer identification of which influencers fall under the AVMSD by relying on objective criteria (e.g. audience size, revenue, level of activity), building on existing national approaches such as those developed in Italy, Spain, or the Netherlands. Brand obligations: disproportionate requirements on brands should be avoided. Any obligations should be proportionate, realistic, aligned with the offline environment, and take into account all business models, including direct selling. Recognition of preventive compliance measures: if duty-of-care obligations are introduced, meaningful weight should be given to proactive measures taken by companies, ensuring that companies investing in compliance are not treated the same as those taking no action. Avoid overlap with the Digital Fairness Act (DFA): ensure coordination between DG JUST, responsible for the DFA (expected to be published in Q4 2026), and DG CONNECT, responsible for the AVMSD, to prevent duplication. Focus on enforcement and guidance: better enforcement of existing rules and clearer EU-level guidance, as well as self-regulation initiatives, should be prioritised rather than introducing new layers of regulation. You can download our Response to the Public Consultation here.

As we observe European Mental Health Week, taking place from 4th to 8th May 2026, the conversation around emotional and psychological wellbeing has never been more critical. This year's official theme, "Stronger Together: Prioritise Mental Health in a Changing Europe", perfectly captures the current climate. Europe is experiencing a period of profound transformation, and in an increasingly digital and sometimes fractured world, loneliness is widely recognised as a significant public health concern. Our mental health is deeply intertwined with our sense of belonging and community. The 2026 campaign reminds us that healing and resilience do not happen in isolation, but through solidarity and shared purpose. In this context, the direct selling sector offers a vital antidote to isolation by inherently fostering strong, supportive, and inclusive networks. While often viewed primarily as means of earning additional income, direct selling is fundamentally a business of human connection. Here is how the sector actively builds communities that support mental wellbeing across Europe, proving that we truly are stronger together. The Antidote to Modern Isolation Traditional employment and the rise of remote work can often leave individuals feeling disconnected from their peers. The lack of a shared physical environment frequently removes informal support networks. Direct selling bridges this gap uniquely. It offers the independence of self-employment while ensuring that individuals are never truly working alone. When a person joins a direct selling business, they are immediately plugged into a wider network of like-minded individuals. This structure creates a built-in social safety net, providing regular interaction that serves as a powerful buffer against the isolation of modern life. Cultivating Micro-Communities and Daily Touchpoints At its core, direct selling relies on building trust, rapport, and lasting relationships. Sellers do not just sell products; they cultivate active micro-communities. Whether hosting in-person gatherings, product demonstrations, or engaging in dedicated online forums and group chats, these networks frequently evolve into robust personal support systems. For many people, especially those who may feel isolated due to geography, caregiving responsibilities, or personal circumstances, these communities provide a crucial daily touchpoint. Team members share advice, celebrate each other's successes, and offer vital encouragement during challenging times. These regular, positive interactions create a culture of care that is essential for maintaining good mental health. Mentorship, Empowerment, and Self-Esteem A critical component of psychological wellbeing is feeling capable, valued, and purposeful. The structure of direct selling champions peer support and mentorship by design. Newcomers are rarely left to navigate the business alone. Instead, they are welcomed into established teams and guided by experienced leaders who are genuinely invested in their personal and professional growth. This highly collaborative environment is incredibly effective at boosting self-esteem and confidence. Achieving goals with the backing of a supportive team provides a profound sense of validation. Furthermore, as individuals gain experience, they often transition into mentoring roles themselves. The act of helping others succeed is deeply fulfilling and reinforces a positive sense of self-worth. Flexibility That Supports Work-Life Balance Rigid work structures, demanding commutes, and inflexible hours frequently lead to burnout, stress, and anxiety. Direct selling provides individuals with the autonomy to set their own schedules and dictate their own pace. This flexibility allows people to prioritise family life, personal commitments, and crucially, self-care, without the guilt or pressure often associated with conventional corporate environments. By giving individuals control over their time, the sector helps alleviate the daily stressors that can exacerbate mental health struggles. The ability to pause, reset, or scale back work during difficult periods ensures that individuals do not have to choose between their livelihood and their mental wellbeing. Creating Inclusive Spaces to Break Stigmas Direct selling is notably accessible, welcoming individuals from all walks of life, regardless of their background, age, or previous professional experience. This inclusivity fosters diverse communities where people can find common ground and mutual respect. For many individuals stepping back into the workforce, or those looking for a sense of identity outside of their primary domestic roles, these welcoming environments provide a safe, non-judgemental space. In environments where inclusivity is championed, the stigma surrounding mental health naturally begins to fade. People feel safer sharing their struggles and seeking support when they know they are part of a community that values them as individuals, not just as workers. Building Collective Resilience The economic benefits of direct selling are well documented, but its role in building resilient, connected communities is equally valuable. As Europe navigates a period of rapid change, the need for collective resilience is paramount. By bringing people together, fostering inclusive environments, and championing mutual support, the direct selling sector makes a meaningful contribution to the mental and emotional wellbeing of over 5.4 million Europeans. It stands as a testament to the fact that when we prioritise connection and community, we truly are stronger together.

On this Earth Day, 2026, the global conversation around environmental responsibility has never been more prevalent. For the direct selling sector, sustainability is no longer just a corporate buzzword; it is a fundamental shift in how business is conducted. Seldia Members are uniquely positioned to drive this change. By leveraging their vast networks and close relationships with consumers, these companies are championing green initiatives, reducing their carbon footprints, and fostering a culture of ecological awareness. From pioneering digital product passports to implementing regenerative farming and zero-waste manufacturing, the direct selling industry is actively investing in a greener future. Below, we explore just a few of the ways Seldia Members are delivering on their sustainability commitments this Earth Day. Amway: Cultivating a Legacy of Care Amway’s environmental strategy focuses heavily on regenerative farming, efficient operations, and conscious product creation. On their certified organic farms, Amway utilises advanced GPS technology for tractor fuel efficiency and precision laser weeders to minimise soil disturbance. Their commitment extends to their facilities, such as the Madurai plant in India, which sourced the vast majority of its power from renewable energy in 2025. Furthermore, their product innovation continues to tackle everyday waste. The eSpring™ Water Purifier, for example, uses 25% less energy during active use and filters the equivalent of 10,000 plastic bottles a year per household. Oriflame: Pioneering the Future of Digital Labelling As regulatory demands grow, physical product labels are becoming increasingly crowded, leading to higher printing costs and excess packaging waste. Oriflame is tackling this issue head-on by advocating for digital labelling. By moving mandatory cosmetic information online, companies can reduce environmental impact while improving consumer legibility. On 8th April 2025, Oriflame proudly represented the cosmetics industry alongside the European trade association Cosmetics Europe at the Digital Consumer Information Alliance exhibition in Brussels. They are actively paving the way for the upcoming European Digital Product Passport, enhancing  traceability and a smoother consumer experience. Coral Club: Uniting Communities for Clean Water Water is at the heart of Coral Club’s mission to "Hydrate the World". To celebrate World Water Day earlier this year, Coral Club Poland partnered with Fundacja Bałtyk 2.0 to organise a massive beach clean-up in Gdynia under the banner "Water Connects Us". Over 90 participants, including distributors and their families, collected approximately 100 kg of waste from the Baltic coastline. The initiative, which also featured a community yoga session, inspired remote clean-ups across lakes and rivers locally. It served as a powerful reminder that corporate responsibility and community action go hand in hand. Avon: Science-Based Targets and Supply Chain Transparency Avon is taking rigorous steps to protect the planet by setting ambitious Science Based Targets for 2030. Having already surpassed their 2020 greenhouse gas reduction goals, Avon achieved a major milestone in 2023 by sending zero operational waste to landfill. They are also transforming their packaging and sourcing models. Avon has pledged to make 100% of their packaging reusable, recyclable, or compostable by 2030. Simultaneously, they are working with organisations like the Responsible Mica Initiative and Action for Sustainable Derivatives to ensure critical supply chains, such as mica and palm oil, are fully traceable and ethical by 2025. Nu Skin: A 360-Degree Approach to Product Sustainability Nu Skin views product development through a strictly sustainable lens, guided by their 6S Quality Standards. They are currently assessing and improving the environmental impact score of their entire product portfolio. By 2030, Nu Skin has committed to transitioning all packaging to be recycled, recyclable, reusable, reduced, or renewable. They are already increasing the use of FDA-approved post-consumer recycled plastics, keeping virgin plastic out of the supply chain. Additionally, Nu Skin ensures that their paper-based packaging is certified by leading international forest standards and relies on sustainably sourced palm oil. Herbalife: Advancing a Circular Economy in Europe Herbalife is making measurable strides in the European market by aligning with the EU Code of Conduct on Responsible Food Business and Marketing Practices. As they work towards a climate-neutral food chain by 2050, Herbalife is optimising resource efficiency right now. They aim to significantly reduce paper use across EU logistics by 2025 through the rollout of digital, paperless invoices. On the packaging front, Herbalife has completely eliminated the use of virgin plastic in airfills across 26 EU markets. Furthermore, the removal of virgin plastic scoops from their powdered products has already saved approximately 24.8 tonnes of plastic. A More Sustainable Future? The efforts of Seldia Members demonstrate that businesses can thrive while prioritising the planet. Whether it is through transforming supply chains, reducing physical waste, or empowering local communities, the direct selling sector is proving that every step counts. This Earth Day, we celebrate the progress made and look forward to the innovative sustainability milestones yet to come.

We are pleased to announce that the Seldia 2025 Annual Report has been published. We would like to thank the Seldia Board and our Members for their dedication throughout 2025. You can download the report here .

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. 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.”