Direct Selling Education Foundation (DSEF) 2025 Growth & Outlook Study Reports Channel Achieves $34.7 Billion in US Retail Sales Through 34.3 Million Customers
(WASHINGTON, DC) – The US Direct Selling Association (DSA), the collective voice of the visionaries, entrepreneurs, trailblazing women, and innovators comprising the world's most powerful, people-driven distribution channel, released the 2025 Direct Selling Education Foundation (DSEF) Direct Selling Growth & Outlook Survey topline result today, showing $34.7 billion in retail sales in 2024, and 34.3 million preferred customers and discount buyers.
DSA’s annual survey reports on the size and scope of direct selling in the US and is audited by Nathan Associates a Cadmus Company. The third-party international economic consulting firm has worked with DSA since 1995, analyzing Growth & Outlook Survey data and conducting extensive secondary research to develop industry-wide estimates.
“Independent direct sellers contribute economically to their local communities in every state in the US, as shown in the Impact of Direct Selling by State 2024 report,” said Dave Grimaldi, DSA CEO. “The entire retail sector, including direct selling, is experiencing the continued headwinds of consumer and economic uncertainty. As anticipated, direct selling revenue declined in 2024, reflecting ongoing adjustment from the hypergrowth experienced during the pandemic.”
“Retail today is being shaped by convenience, technology, and sustainability, with consumers expecting a seamless omnichannel experience. Direct selling is well-positioned to benefit from these trends—especially when it leans into its core strengths like personalized service, unique products, and a strong sense of community,” said Lisa Gudding, President of Strategic Growth at Ipsos. “According to national research conducted by Ipsos for the DSEF, positive perception
of direct selling has increased by 21% since 2019. And more broadly, 70% of consumers say they feel good about supporting local business owners like direct sellers, while four out of five hold a neutral to positive view of buying from them.”
“As consumer preferences continue to shift in ways that favor flexibility, personalization, and entrepreneurial opportunity, direct selling is increasingly well-aligned with what many of today’s shoppers value,” said Dr. Greg Marshall, Charles Harwood Professor of Marketing and Strategy in the Crummer Graduate School of Business at Rollins College and DSEF Fellow. “With companies adapting to market conditions and investing more deeply in their independent salesforces, the channel is making important strides in positioning itself for a return to growth—especially as the broader retail environment also is showing signs of renewed momentum.”
“If the direct selling channel were a single company, based on retail sales it would rank among America’s top twenty retailers, alongside brands like Best Buy and Dollar Tree*,” adds Grimaldi. “5.4 million Americans are engaged in the channel either full-time or part-time, driving an enduring economic engine that reaches communities nationwide.”
*Source: National Retail Federation (https://nrf.com/research-insights/top-retailers/top-100- retailers/top-100-retailers-2025-list)
ABOUT DIRECT SELLING ASSOCIATION
For more than a century, the U.S. Direct Selling Association (DSA) has served as the national trade association for companies offering entrepreneurial opportunities to independent sellers to market and sell products and services, typically outside a fixed retail establishment. In 2024, direct selling took place across the United States, generating $34.7 billion in retail sales and 5.4 million entrepreneurs in the U.S. sold products or services through the direct selling channel, providing a personalized buying experience for millions of customers.
ABOUT THE DIRECT SELLING EDUCATION FOUNDATION
For more than 50 years, DSEF has partnered with leaders in the academic community to advance knowledge and understanding of how the direct selling business model empowers individuals, supports communities, and strengthens economies.
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