Amway will continue to lead the competitive landscape over the forecast period. It will also look to attract younger consumers by offering both online and offline purchasing opportunities, as well as offering products with a greener positioning.
Over the forecast period, it is expected that direct sellers will continue to develop their presence in e-commerce to connect with and meet consumers’ needs in different ways. For example, they may launch their own online platforms or collaborate with third party marketplaces such as Kaspi to provide ease of access.
Direct selling was dominated by sales of beauty and consumer health products over the review period, due in large part to the affordability of the products offered compared to prices demanded by standard retailers. Indeed, even with the increased unit prices brought about by currency devaluation, direct selling product prices are still significantly cheaper than product in other retail channels.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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