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.”

As the global community observes the World Day of Social Justice, the conversation naturally turns towards the systemic inequities that fracture our societies. We discuss the wage gaps, the educational divides, and the geographic disparities that leave millions behind. The United Nations defines social justice broadly as the removal of barriers that people face because of gender, age, race, ethnicity, religion, culture, or disability. It is a call for a fairer distribution of wealth, opportunities, and privileges within a society. Usually, when we seek solutions to these grand challenges, we look to government policy or NGO intervention. However, there is an often-overlooked commercial sector that aligns perfectly with this definition of social justice because it is structurally "blind" to these barriers: Direct Selling. Direct selling is one of the few industries where entry is not determined by a CV, a university degree, or a significant capital investment. It is a strictly "open to all" economy. By its very nature, it bypasses the traditional gatekeepers of employment and capital, offering a practical, working model of inclusive economic growth. Eliminating Barriers to Entry (Economic Justice) The first and perhaps most critical aspect of social justice is economic access. In the traditional business world, entrepreneurship is frequently a privilege reserved for the wealthy, who have the capital requirements to start, or the highly educated, who have the credentials to attract investment. This creates a closed loop where wealth generates wealth, and those without initial advantages are locked out. Direct selling dismantles this exclusivity. The industry offers low start-up costs - often less than €100 for a sales kit - and requires no specific educational background, effectively democratising access to income. It functions on the premise that effort and skill, rather than background or bank balance, should determine success. The evidence of this inclusion is clear. According to the 2023 Seldia/Ipsos survey , 25% of new direct sellers were not in any form of employment prior to starting their business. For these individuals, direct selling was not just a side hustle; it was a re-entry point into the economy that the traditional labour market had denied them. Furthermore, 29% of sellers are aged 50+, a demographic frequently sidelined by corporate ageism, finding here a sector that values their life experience rather than penalising their age. Gender Equity (Social Inclusion) The persistence of the gender pay gap and the "motherhood penalty" remains a significant social injustice across Europe. Traditional employment structures often penalise breaks in service or the need for flexible hours, pushing many women either out of the workforce entirely or into roles that do not utilise their full potential. Direct selling provides a robust, market-proven solution to this systemic exclusion. With 76% of direct sellers in Europe being women, the industry has organically created an environment that accommodates care duties rather than punishing them. It allows women to maintain economic independence on their own terms. This is supported by the data: 97% of direct sellers explicitly state they value the flexibility the industry offers regarding working hours.   Crucially, this flexibility does not come at the cost of professional growth. The survey highlights that 74% of sellers reported improved self-esteem and confidence, and 72% developed new business skills. This proves the sector is not merely a source of income, but a vehicle for professional empowerment for women who might otherwise be marginalised by rigid corporate structures. Geographic Inclusion (Bridging the Urban/Rural Divide) A growing fracture in European social cohesion is the divide between booming capital cities and declining rural areas. Economic opportunity is increasingly concentrated in major urban hubs, leading to a "brain drain" where talent and youth migrate to cities, leaving rural communities economically hollowed out. Direct selling thrives in decentralised networks. It does not require a headquarters in a financial district to function. Instead, it transfers wealth back into local communities, including rural and semi-urban areas. When a direct seller builds a business in a small village, the revenue they generate circulates locally. With over 5.4 million people involved in direct selling across Europe, this amounts to a massive, decentralised economic engine. These sellers are often acquiring transferable skills, such as digital competence and interpersonal communication (cited by 77% of respondents), which effectively "up-skills" rural populations without the need for them to relocate to urban centres to access training. Conclusion: A Partner in Cohesion By framing direct selling merely as a retail channel, we miss its deeper significance. It is a mechanism for inclusive economic growth. For Seldia and its members, the World Day of Social Justice is an opportunity to validate the industry not just as a business model, but as a necessary partner in the EU's social cohesion strategy. In a world building walls around opportunity, direct selling continues to build bridges. It reminds us that an economy is only truly successful when it is open to everyone.

Seldia, the European Direct Selling Association, has officially launched its 2024-2029 manifesto, presenting a vision to foster a competitive Single Market that is both socially responsible and conducive to the growth of the Direct Selling sector across the EU. We call on EU institutions to: Harmonise consumer protection rules and strengthen enforcement by establishing clear, uniform consumer protection standards and equipping regulatory bodies with stronger tools and additional resources. Support entrepreneurship by reducing administrative burdens, and implementing tax incentives, along with programs that provide funding, training, and resources. Acknowledge Direct Selling as a valuable provider of skill development by recognising in-company trainings programs for direct sellers. Click here to read the full manifesto. Additionally, Seldia has developed resources to provide insights into how Direct Selling works and what sets it apart from other business models. Key aspects of Direct Selling: It operates in a unique way. Personalised services and high-quality products are sold directly to consumers by independent sellers without the additional investment costs associated with traditional retail. Direct Selling adapts to consumers’ preferences and digital advancements using a range of channels both online and offline. Direct contact and personal connection between sellers and customers, which might be facilitated by digital tools, are the core of Direct Selling, regardless of the method. Discover more about Direct Selling and our campaign on our dedicated webpage . Download  here  the full Seldia Press Release.

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.

We have published the second 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.In this issue, you can discover our most significant achievements from the second half of 2026, along with developments relevant to the direct selling sector. Check out the newsletter at this  link . If you would like to receive it directly you can subscribe   here .

Seldia welcomes the opportunity to contribute to the call for evidence on the evaluation and update of the Audiovisual Media Services Directive. We acknowledge that the audiovisual media service ecosystem has undergone significant changes since it was last revised. However, we believe that the AVMSD remains fit for purpose. To adapt the current legal framework to market evolution, non-legislative interventions should first be explored. Non-binding guidance, combined with effective enforcement, should remain the preferred tool to promote legal certainty and consistent interpretation. Legislative intervention should be reserved for addressing clearly identified gaps or unregulated issues, where such action is necessary, proportionate, and supported by robust empirical evidence and data. Influencer marketing is covered by a comprehensive legal framework, complemented by soft-law instruments, self-regulatory initiatives, training, and certifications. However, as not all Member States have followed the same approach, we recommend developing clear and simple guidelines on influencer marketing to achieve harmonisation. You can download our Response to the Call for Evidence  here .

Seldia has been continuously promoting alternative dispute resolution methods as a satisfactory redress mechanism via its membership and in house structures. Therefore, we are supportive of the European Commission initiative on ADR/ODR.  But we have several recommendations: 1. Discrepancies between member states should be respected and different national systems should be maintained if they are effective. 2. The impartiality of a mediator should be ensured according to the domestic context. 3. A limit should be secured on the prerogatives of Member States. 4. Pan-European ADR schemes should be encouraged. 5. Exhaustive information requirements shall be avoided. 6. Legal representation should be excluded. 7. Online Dispute Resolution should be encouraged. 8. Any online redirection of complaints should be neutral. Download here the full Seldia Position Paper.

Seldia has published a position paper on European Sales Law stating the priorities of the Direct Selling Industry. Seldia is not opposed to an harmonisation of the European Sales Law as long as it does not represent an extra-layer of legislation in Member States. Download here the full Seldia Position Paper.

The Direct Selling Industry welcomes the proposal of the European Commission to Review the Data Protection Directive. Seldia’s main recommendations: 1. Consent as general rule, but with exceptions. 2. The right to access and the right to be forgotten shall remain proportionate. 3. Sensitive data shall be treated separately with additional safeguards. 4. Any impact assessment shall be limited to “sensitive data”. Download here the full Seldia Position Paper.

Seldia Annual Report 2011-2012 focuses on the theme: Promoting the benefits of Direct Selling in Europe. Download Seldia Annual Report 2011-2012 here .