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Direct Selling Companies in the US Industry Data and Analysis
Direct-selling companies retail a range of products from one person to another away from a fixed retail location. The COVID-19 outbreak caused a substantial shift in the industry, as mass layoffs propelled industry participation levels, resulting in heightened performance. However, intense competition from big-box retailers and e-commerce has pressured the industry, as competitors can offer a wider selection of substitute products at lower prices and in a convenient one-stop location. Direct sellers have embraced innovative sales strategies and digital platforms to maintain growth. Direct selling revenue is expected to climb at a CAGR of 5.0% to $75.2 billion through the end of 2025, including growth of 2.3% in 2025 alone. Profit will also improve as rising per capita disposable income levels improve spending on high-priced goods.
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What's included in this industry analysis
IBISWorld's research coverage on the Direct Selling Companies industry in the United States includes market sizing, forecasting, data and analysis from 2015-2030. The most recent publication was released January 2025.
About this industry
What's this industry report about?
The Direct Selling Companies industry in the United States operates under the NAICS industry code 45439. Direct selling is retailing a product or service from one person to another away from a fixed retail location. Providers are referred to as independent consultants, distributors or representatives. Sales are made via home parties, workplaces, trucks, wagons, street-corner carts or door-to-door. Related terms covered in the Direct Selling Companies industry in the United States include multilevel marketing, e-tailer and big-box retailer.
What's included in this industry?
Products and services covered in Direct Selling Companies industry in the United States include Home and family care products, Wellness and personal care products and Clothing and accessories .
What companies are included in this industry?
Companies covered in the Direct Selling Companies industry in the United States include Herbalife Nutrition Ltd.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Direct Selling Companies industry in the United States.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Direct Selling Companies industry in the United States.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Direct Selling Companies industry in the United States.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Direct Selling Companies industry in the United States. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Direct Selling Companies industry in the United States. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Direct Selling Companies industry in the United States. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Direct Selling Companies industry in the United States. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Direct Selling Companies industry in the United States.
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Frequently Asked Questions
What is the market size of the Direct Selling Companies industry in the United States in 2026?
The market size of the Direct Selling Companies industry in the United States is $75.2bn in 2026.
How many businesses are there in the Direct Selling Companies industry in the United States in 2025?
There are 1m businesses in the Direct Selling Companies industry in the United States, which has grown at a CAGR of 7.8 % between 2020 and 2025.
How may import tariffs affect the Direct Selling Companies industry in the United States?
The Direct Selling Companies industry in the United States is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Direct Selling Companies industry in the United States?
The Direct Selling Companies industry in the United States is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Direct Selling Companies industry in the United States grown or declined over the past 5 years?
The market size of the Direct Selling Companies industry in the United States has been growing at a CAGR of 5.0 % between 2020 and 2025.
What is the forecast growth of the Direct Selling Companies industry in the United States over the next 5 years?
Over the next five years, the Direct Selling Companies industry in the United States is expected to grow.
What are the biggest companies in the Direct Selling Companies industry in the United States?
The biggest company operating in the Direct Selling Companies industry in the United States is Herbalife Nutrition Ltd.
What does the Direct Selling Companies industry in the United States include?
Home and family care products and Personal care and wellness products are part of the Direct Selling Companies industry in the United States.
Which companies have the highest market share in the Direct Selling Companies industry in the United States?
The company holding the most market share in the Direct Selling Companies industry in the United States is Herbalife Nutrition Ltd..
How competitive is the Direct Selling Companies industry in the United States?
The level of competition is high and steady in the Direct Selling Companies industry in the United States.
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