U.S. Direct Selling Association Releases 2022 Data Showing Steady Interest in Direct Selling

June 15, 2023

Direct Selling Growth & Outlook Study Reports that the Industry Achieved $40.5 Billion in Retail Sales in the U.S. and Reached 41 Million Customers

(WASHINGTON D.C.) – 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 2022 today, showing $40.5 billion in retail sales and 41 million customers of the channel. The number of direct sellers decreased slightly from 2021 to 6.7 million. 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 Cadmus Company, third-party international economic consulting firm.

“Direct selling continued to thrive in the U.S. where the focus on technology innovation, product development, entrepreneurship education and consumer protection remained as top agenda items for DSA members,” said Joseph N. Mariano, DSA president and chief executive officer. “While the overall revenue for the channel declined somewhat last year, it remains higher than the pre-pandemic revenue reported in 2019.”

“Our members are important to local economies with their dedication to philanthropic contributions to communities across the country, and the demonstrated resilience of the business model with ongoing momentum for stable, sustainable growth,” continued Mariano.

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

  • Direct Selling Retail Sales are Stable: The direct selling channel generated $40.5 billion in retail sales in 2022 – a slight decline from 2021.
  • The number of direct sellers decreased slightly, with 6.7 million U.S. entrepreneurs selling on a part-time or full-time basis.
  • Demand for Direct Selling Products and Services Continues to Evolve: In 2022, 41 million preferred customers and discount buyers purchased through the direct sales channel. (This customer count excludes those who have not signed an agreement with a direct selling company).

Paul Bourquin, Principal at Nathan Associates, a Cadmus Company, stated, “We are proud to work with DSA since 1995 analyzing the Growth & Outlook Survey data and conducting extensive secondary research to develop industry-wide estimates for the U.S. direct selling industry. 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 2022, direct selling took place across the United States, generating $40.5 billion in retail sales and 6.7 million entrepreneurs in the U.S. sold products or services through the direct selling channel, providing a personalized buying experience for 41 million customers.

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I have additional questions, who can I contact?

You may contact Adolfo Franco, Executive Vice President.