Are you a direct selling company looking to stay ahead of the curve on EU regulatory developments? Want to make your voice heard in Brussels? Looking for a peer group to exchange ideas and find solutions? We have summarised the membership requirements for corporate members in a one-pager document . For any other questions, do not hesitate to contact us at  seldia@seldia.eu .

Direct selling is in constant evolution and growing channel the European retail economy. And so much has changed in the past years! To understand the direct selling of today, Seldia The European Direct Selling Association and Direct Selling Europe are partnering with the independent market research agency Ipsos to conduct a survey of direct sellers in twelve European countries.  The questions will cover why they got involved in direct selling, and the tools and skills they use, and feedback on what their experience is. Results will be presented at the end of June. Stay Tuned.

Seldia members met in Brussels on 30 and 31 May to participate in the association’s Committee Meetings, project working groups, and General Assembly. During the General Assembly held on 30 May in Brussels, Frederic Billon, General Delegate of the Fédération de la Vente Directe (FVD), was elected as Vice President of Seldia. In the evening, members gathered for the Seldia Astra Awards Ceremony. Winners of the 2020-21 Astra Awards were handed their distinctions in person as Covid prevented it at the time. The 2022 Ceremony was postponed due to the war in Ukraine, and a fundraising dinner in parternship with JA EUrope held instead. The winners of the 2023 Seldia Astra Awards are: Astra Award DSA Category: Services to Members > Polish DSA – PSSB. Astra Award Category: Making a Positive Difference > Avon. Astra Award Category: Continuing Education & Upskilling > Mary Kay. In addition to celebrating the winners, the evening also marked a significant milestone in the history of the association as Jacques Cosnefroy, former General Delegate of FVD, and Philippe Jacquelinet, CEO of Captain Tortue Group were introduced to the Seldia Hall of Fame for their long standing and outstanding contributions to our Association.

The Seldia Astra Awards program is designed to acknowledge achievements of Seldia members and individuals contributing to the positive evolution of direct selling as a channel of distribution. The 2023 ceremony organised in Brussels on 30 May recognised organisations that have made a substantial difference by: Helping direct selling change for the better by demonstrating a sound business model, socially accountable to itself, its stakeholders, and the public. Operating in ways that make a positive impact on society and the environment. Enabling teams and direct sellers with exceptional skills and training programs, empowering them to thrive in their roles. For European direct selling associations, the Seldia Astra Awards also honours actions taken to maximize services provided to members and enhance the visibility and understanding of the direct selling sector. The winners of the 2023 Seldia Astra Awards are: Astra Award DSA Category: Services to Members > Polish DSA – PSSB. Astra Award Category: Making a Positive Difference > Avon. Astra Award Category: Continuing Education & Upskilling > Mary Kay. Download here the full Seldia Press Release.

Seldia, in collaboration with Direct Selling Europe (DSE) contracted Ipsos to carry out an  online survey of European Direct Sellers  between 27 March and 21 April 2023. After the systemic changes of the last years, the project sought to investigate real-life experiences of being involved in direct selling in 2023 in twelve European Countries. The exercise spanned across 12 EU countries and gathered 25,896 completed surveys. The 2023 results reveal that 85% of direct sellers in Europe are women and 3/5 respondents are within the 45+ age category. Almost half (49%) have been engaged in direct selling for 7 years or more, indicating a high level of experience and dedication. 68% of European direct sellers pursue direct selling alongside another occupation. For more information visit 2023 Ipsos Survey of Direct Sellers dedicated page.

Seldia, The European Direct Selling Association in collaboration with Direct Selling Europe (DSE) contracted Ipsos to carry out an online survey of European Direct Sellers between 27 March and 21 April 2023. The exercise spanned across 12 EU countries (Czech Republic, Estonia, France, Germany, Italy, Netherlands, Latvia, Lithuania, Poland, Slovakia, Spain, and Sweden) and gathered 25,896 completed surveys. Download the full Press Release here .

European retail sales showed growth over the past three years, with an increase of 4.9% or a 1.6% CAGR from 2019 to 2022. It is noteworthy that 2022 sales were above both the pre-pandemic level in 2019 and the sales in 2020, the first year of the pandemic. However, there was a small decrease in sales of 1.1% in 2022, when compared with 2021. Taking a closer look at retail sales in the European region, the top 5 direct selling markets in 2022 were Germany, France, Italy, Poland and Spain. In 2022, 6.04 million Europeans were active in Direct Selling. 74% of them were women. Visit the WFDSA website for the full results.

Seldia submits some additional comments related to question 22. The wording of the question around doorstep selling misrepresents the text of the modernisation directive: it presents doorstep as the sellers’ visits to the consumers’ home when the directive only considers unsolicited visits to the consumers home. This would extend the scope of future legislative change to a selling method that has been for long appreciated by consumers e.g. where the consumer has consented to and accepted the visit of the seller to his home. It also questions on legitimate practices that the directive in 2019 did not put in question. You can download our Additional Comments to the Review of the Digital Fairness  here .

We are thrilled to announce that Lifeplus has joined the Seldia family as a corporate member on 28 May 2024! Beatrice Nelson Beer, Chief Legal Officer of Lifeplus, expressed “ Direct Selling offers fantastic opportunities in today’s flexible working environment for people from all walks of life to maximize their potential and earn supplementary income. As Direct Selling continues to evolve and adapt to the new market trends, we look forward to working with Seldia so we can collectively take full advantage of the opportunities ahead ”. Lifeplus was established in 1992 in Batesville (Arkansas, USA). They have been active in Europe for over two decades with their European headquarters based in England, and their logistics operation for the European market based in the Netherlands. They are pioneers in holistic wellness solutions, bringing innovative dietary and health supplements, information, and advice to people in every walk of life. Welcome Lifeplus! We look forward to collaborating with our new member to continue to defend the interest of the Direct Selling industry. Download here the full Seldia Press Release.

Seldia, the European Direct Selling Association, has been helping others to understand what Direct Selling is over five decades and we continue to do so. In this article, we explore what Direct Selling entails and what sets it apart: Terminology: Direct Selling goes by various names, including Relationship or Social Selling, highlighting its emphasis on personal connections between sellers and customers. Part of Retail Sector: Direct Selling is a small but active part of the broader retail sector. However, Direct Selling operates in a unique way by offering personalised services and high-quality products usually without the overhead costs of traditional retail. Core of Business: Direct contact and personal connection between sellers and customers, which nowadays might be facilitated by digital tools, are the core of Direct Selling, regardless of the method. Varied Methods: Direct Selling adapts to consumers’ preferences and digital advancements using both online and offline channels such as personal networks, home parties/product demos and social media. We describe ourselves as omnichannel. Independent Sellers: Services and products are sold directly to consumers by independent sellers who like in any other business receive a compensation based on sales. Products and Services Categories: Direct Selling focuses mainly in three categories: Wellness. Cosmetics and personal care. Household goods and durables. Since the best way to understand something is through an example, we would like to finalise with an example that illustrates how the Direct Selling sector works. Anna, who is intrigued by wellness products, meets Lucie, a part-time independent seller specialised in such products. Lucie introduces the products to Anna, who, after finding what she needs, makes a purchase through a link to the company’s website shared by Lucie. Lucie receives a commission for Anna’s purchases. For more insights into Direct Selling and Seldia’s advocacy in the sector, visit our website .