After seeing a bad year in 2020, followed by recovery in 2021-2022, direct selling seems to have room for continued slow growth in France in the forecast period, notably thanks to players’ ability to further develop new tools, some of which were not widespread before the pandemic. For instance, social networks took over from face-to-face meetings when these were not possible during the pandemic.
The networks of sales agents working for the leading names in direct selling are likely to further widen in the short term, after the pandemic years, due to probable economic slowdown. The same trend was seen in the past during difficult financial times, such as the financial crisis faced in the years 2008-2009.
For direct selling agents who schedule face-to-face meetings in the homes of their customers, difficulties are likely to persist. Diminished consumer confidence and the massive adoption of e-commerce by previously reluctant consumers (notably seniors) could further limit their willingness to invite direct selling agents into their homes and/or attend in-person sales meetings.
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Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.See All of Our Definitions
This report originates from Passport, our Direct Selling research and analysis database.
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