June 3, 2019

U.S. Direct Selling Annual Retail Sales Reach $35.4 Billion 

(WASHINGTON, D.C. – June 3, 2019) – The Direct Selling Association (DSA) released its 2019 Direct Selling Growth and Outlook Survey results today, showing a solid growth in retail sales, as well as the number of people selling and purchasing products and service through the direct sales 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.

The annual Direct Selling Growth & Outlook Survey provided the following data on the industry:  

  • Retail Sales are Up: The direct selling channel generated $35.4 billion in retail sales in 2018 – this is up 1.3 percent from 2017.
  • The Number of Direct Sellers is Up: The number of people selling products or services using the direct selling model grew 1.6 percent, with more than 6 million U.S. entrepreneurs selling in either a part-time of full-time basis.
  • Demand for Direct Selling Products is Up: In 2018, there were more than 36.6 million people actively buying through the direct sales channel, with notable growth coming from an increase in preferred customers. This customer count excludes those who have not signed an agreement with a direct selling company.

“The U.S. direct selling industry is moving in a very positive direction,” said Joseph N. Mariano, DSA president and chief executive officer. “Retail sales were strong, thanks largely to the U.S. direct sales force and their ability to attract millions and millions of customers. The 2019 Growth & Outlook Survey also provided additional insights into the people involved in direct selling – particularly due to segmentation efforts – helping our member companies provide an even better experience for those who buy and sell through our channel. As we look forward and evaluate industry data, as well as national economic and retail projections, we believe the industry will continue to see modest growth during the next three years.”

“Since 1995, Nathan Associates has been proud to work with the DSA analyzing the Growth & Outlook Survey data and conducting significant secondary research to develop rigorous 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 offer a level of transparency for a trade organization like the DSA that serves as a trusted resource and provides large-scale data on an industry.”

For more information on DSA’s 2019 Growth & Outlook Survey: 2018 Direct Selling Data in the United States, you can also read more on this topic at or Direct Selling News.


The Direct Selling Association (DSA) is 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 2018, direct selling took place in every state, generating $35.4 billion in retail sales. More than six million entrepreneurs in the U.S. are selling products or services through the direct selling channel, providing a personalized buying experience for many million customers.

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