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 .

Direct Selling, with 5.3 million European entrepreneurs involved in the sector and almost 30 billion € generated in Europe in 2023, brings multiple benefits for individuals that decide to become sellers, consumers and society and economy at large. Benefits for Sellers: Flexibility : Direct Selling adapts to direct sellers, whether full-time or part-time; virtual or face-to-face; from home or anywhere in the world, allowing individuals to fit it into their schedules, lifestyles and goals. Around 60% of direct sellers spend no more than 8 hours a week.Around 20% spend between 9 and 16 hours a week. Around 20% spend a minimum of 17 hour a week. Safety: Direct Selling provides an entrepreneurial path with no or low costs of entry and support, including: Access to digital tools and training. Being part of supportive communities that comes together to connect, share, celebrate, train, and mentor not only in person but also online. Supplemental Income: Direct Selling offers a legitimate and simple way to earn additional income. 68% of direct sellers do it in addition to another job. Skills Development: Direct Selling serves as a platform for learning, enabling individuals to develop various skills in areas such as, sales and marketing, communication and networking, business management, leadership and team building, and digital competence. Direct sellers consider that Direct Selling has helped them to improve: Interpersonal skills (77%). Self-esteem and confidence (74%). Business skills (72%). The above benefits lead to high satisfaction within the sector. Over 70% of direct sellers say they are satisfied with their overall experience. Benefits for Consumers: Personal Connection: Consumers get personalised services and high-quality products through a direct, personal and trusted relationship with an independent seller. Consumer Protection: Seldia’s members must adopt our Code of Conduct, which exceeds legal requirements, ensuring a comprehensive protection to not only direct sellers but also consumers. Benefits for Society and Economy: Inclusion: Direct Selling provides flexible economic opportunities for all, irrespective of age, gender, qualifications, or experience. Women Empowerment: With around 80% of direct sellers being women, Direct Selling significantly impacts women’s occupation and entrepreneurship. Access to Products and Services: Direct Selling has been vital to rural communities and minority groups granting access to products and services. Community Building: Direct Selling fosters friendships and communities, particularly in areas like wellness, and cosmetics and personal care. Transferable Skills: The skills acquired in Direct Selling are transferable to other business and employment opportunities, benefiting not only individuals but also the broader economy. For more insights into Direct Selling and Seldia’s advocacy in the sector, visit our website .

For the 2024-2029 mandate of the EU Institutions, Seldia, the European Direct Selling Association, presents a set of recommendations to enhance the competitiveness of the Single Market. One of our core priorities is the need to recognise and promote Direct Selling as an opportunity to grow skills . Individuals involved in Direct Selling have the chance to develop a diverse set of valuable skills in: Sales and Marketing : Promoting products, engaging customers, and creating marketing strategies. Communication and Networking : Building relationships, trust with customers, and networking with other entrepreneurs. Business Management : Gaining entrepreneurial experience in budgeting, inventory, and customer service. Leadership and Team Building : Leading teams and fostering teamwork. Digital Competence : Skills in online marketing, social media, and e-commerce. These skills are not only essential within the Direct Selling sector but are also transferable to other business and employment ventures, contributing positively to both individuals and the broader economy. Recognising these competencies can therefore lead to several benefits including: Enhance Career Opportunities: Acknowledging the skills gained through Direct Selling can open up career opportunities within and outside the Direct Selling sector. Encourage Entrepreneurship: Recognising these abilities can encourage entrepreneurs and foster economy activity and innovation. To support the development and recognition of direct sellers’ skills, Seldia recommends the following measures: Recognise In-company Programmes: Encourage the integration of skills acquired through Direct Selling in national and EU-level skills recognition frameworks. Support for Training and Development: Advocate for policies that promote training and development opportunities for direct sellers. Collaboration: Encourage collaboration between the Direct Selling sector in the EU, educational institutions, and other business industries to recognise entrepreneurship and soft skills. For more detailed information on these recommendations, the full Seldia manifesto for the 2024-2029 mandate of the EU Institutions is available here .

For the 2024-2029 mandate of the EU Institutions, Seldia, the European Direct Selling Association, presents a set of recommendations to enhance the competitiveness of the Single Market. One of our core priorities is the need for more support and recognition for microentrepreneurs. Micro-entrepreneurship is vital for economic growth, job creation, and social inclusion across the EU. It empowers individuals to launch small-scale businesses, often from their homes, and provides a stepping-stone towards economic independence. Direct Selling, which involved 6 million European entrepreneurs, is a great example of micro-entrepreneurship. However, despite its benefits, micro-entrepreneurship faces several challenges in the EU: Regulatory Uncertainty: Micro-entrepreneurs often fall into grey areas within existing regulations, leading to uncertainty about their legal status. Lack of Access to Resources : Many micro-entrepreneurs, especially those starting small businesses, often struggle to obtain essential funding, training, and resources. Bureaucratic Barriers: Complex regulations and bureaucratic processes can discourage individuals from pursuing self- employment. To address these challenges and support the grow of entrepreneurship and micro-entrepreneurship, Seldia proposes the following recommendations: Recognise Self-employment Status: Establish clear definitions and legal frameworks to recognize micro-entrepreneurship and self-employment, providing legal certainty and encouraging more individuals to start their own business. Stakeholder Engagement: Foster dialogue among stakeholders, including Direct Selling associations, policymakers, and entrepreneurs, to identify and address barriers to micro-entrepreneurship. Remove Barriers: Simplify regulatory processes and eliminate barriers that discourage micro-entrepreneurs, making self-employment more accessible. Supportive Measures: Implement tax incentives and supportive programs offering funding, training, and resources to entrepreneurs to help individuals build successful businesses and contribute to the broader economy. Inclusive Policies: Promote policies that encourage entrepreneurship among underrepresented groups, emphasizing social inclusivity. For more detailed information on these recommendations, the full Seldia manifesto for the 2024-2029 mandate of the EU Institutions is available here .

For the 2024-2029 mandate of the EU Institutions, Seldia, the European Direct Selling Association, presents a set of recommendations to enhance the competitiveness of the Single Market. One of our core priorities is the need for better enforcement and harmonisation of consumers protection across Member States. Fragmented enforcement of consumer protection within the EU leads to inconsistencies, unfair competition, unpredictable business environment, and increased costs for SMEs. While, consistent and effective enforcement offers significant benefits: • Protect Consumers: Effective enforcement deters fraudulent practices and misconduct. • Boost Consumer Confidence and Promote Economic Activity: Consumers are more likely to engage in transactions when they trust that their rights are protected, stimulating economic activity. • Ensure a Level Playing Field: Uniform enforcement prevent non-compliant business from gaining unfair advantages. Despite the importance of consumer protection, several challenges hinder its effective enforcement within the EU: • Divergent Commitment Level: Member States have varying levels of commitment to consumer protection, leading to fragmented enforcement. • Resources Constraints: Many regulatory bodies lack the resources to enforce consumer protection effectively. • Complexity of Rules: The complexity of consumer protection laws can make them difficult to enforce, resulting in confusion and inconsistent application. To address these challenges, Seldia proposes the following recommendations; Harmonise Enforcement Standards: Establish clear and uniform enforcement standards for consumer protection across all Member States to create regulatory consistency and improve consumer confidence. Consumer Education and Awareness: Promote education programs to ensure consumers understand their rights and know how to report violations. Enhanced Enforcement Tools: Provide regulatory bodies with stronger tools to investigate and penalise violations of consumer protection laws. Increase Resources for Regulatory Bodies: Allocate more resources to National Regulatory Bodies and the European Commission to ensure their capacity for effective enforcement. Cross Border Collaboration: Encourage collaboration among Member States to share best practices and conduct joint enforcement actions where necessary. For more detailed information on these recommendations, the full Seldia manifesto for the 2024-2029 mandate of the EU Institutions is available here .

Seldia adopts Codes of Conduct in order to ensure that the relationships between companies, direct sellers and consumers are based on trust and fairness. The first European Codes of Ethics were adopted in 1995. In May 2024, the Seldia General Assembly approved a revised edition of the Seldia Codes of Conduct for Direct Selling. The update includes a modification to the clause on enticement to ensure compliance with recent developments in competition law enforcement. You can view the updated Codes of Conduct here .

The WFDSA has published the 2023 Global Annual Direct Selling Statistical Data Report in August 2024. A few statistics concerning the EU: Sales increase by 3.9% from €28.566 million in 2022 to €29.712 million in 2023. The independent sales representatives decline from 6 million in 2022 to 5.2 million in 2023. The share of women increased from 74% in 2022 to 78% in 2023. Wellness was the largest category in 2023 with 30% of sales (15% in 2022), followed by home improvement with 18% (14% in 2022), cosmetics and personal care and household and durables both with 16% (12% and 13% respectively in 2022). 4 out of the 24-billion-dollar markets in 2023 are in the EU including Germany, France, Italy, and Poland. Visit the  WFDSA website  for the full results.