Direct Selling Association Releases Data Showing Record High Sales, Sellers, and Customers in the U.S. in 2020

May 26, 2021

Direct Selling Growth & Outlook Study Revealed 13.9% Industry Growth, achieving $40.1 billion in retail sales in the U.S.


(WASHINGTON D.C. – May 26, 2021) – U.S. Direct Selling Association (DSA), the national trade association for companies that offer entrepreneurial opportunities to individuals who choose to sell products and services direct to customers, released its Direct Selling Growth and Outlook Survey results for 2020 today, showing double-digit growth in retail sales, direct sellers, and customers of the channel. Growth & Outlook is DSA’s annual survey that reports on the size and scope of direct selling in the U.S. and is audited by Nathan Associates, a third-party international economic consulting firm.

“America is forever changing, no more so than during the last year. Direct sellers have proven themselves time and again to be nimble microentrepreneurs, willing and able to serve their customers and communities within a changing environment,” shared Joseph N. Mariano, Direct Selling Association, president.

Mariano continued, “The direct selling companies also adapted quickly to a world with changing needs by empowering their independent sellers with the tools to serve their customers and fellow sellers – innovative technology, updated health and safety policies, and second to none business support.  During this time of uncertainty, Direct Selling Association and its members also worked to ensure that customers and salespeople alike can rely upon the highest level of business ethics.  The results are clear – a record breaking year and an unequivocal demonstration that direct selling is dedicated to serving America.”

This year’s Growth & Outlook Study provides the following data on the industry:  

  • Direct Selling Retail Sales are Up: The direct selling channel generated $40.1 billion in retail sales in 2020 – this up 13.9 percent from the previous year.
  • The Number of Direct Sellers is Up: The number of people selling products or services using the direct selling model grew 13.2 percent, with 7.7 million U.S. entrepreneurs selling in a part-time or full-time basis.
  • Demand for Direct Selling Products Continues to Grow: In 2020, there were 41.6 million preferred customers and discount buyers purchasing through the direct sales channel, with notable growth coming from preferred customers. (This customer count excludes those who have not signed an agreement with a direct selling company).

“Since 1995, Nathan Associates has been proud to work with the DSA analyzing the Growth & Outlook Survey data and conducting extensive secondary research to develop industry-wide estimates for the U.S. direct selling industry,” said Paul Bourquin, Principal at Nathan Associates. “As a third-party international economic consulting firm, we deliver methodologically sound industry wide estimates to help DSA serve as a trusted source of data on the full direct selling channel in the U.S.”

Media Contact:
Ginger Greenberg


For more than a century, the U.S. Direct Selling Association (DSA) has served as the national trade association for companies that offer entrepreneurial opportunities to independent sellers to market and sell products and services, typically outside of a fixed retail establishment. In 2020, direct selling took place across the United States, generating $40.1 billion in retail sales and 7.7 million entrepreneurs in the U.S. sold products or services through the direct selling channel, providing a personalized buying experience for 41.6 million preferred customers and discount buyers.

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I have additional questions, who can I contact?

You may contact Adolfo Franco, Executive Vice President.