When both inflation and the naira stabilise, then there will be a strong recovery. Continuing population growth will support value sales, as will the full opening up of society, post pandemic lockdowns, which will enable direct selling network events to happen again.
Formal direct selling will continue to face competition from illegal operators, which will hinder growth. These illicit players will not only pose direct competition in terms of sales but will also create problems for direct selling due to often poor practices and low-quality products.
The continued increase in internet users in Nigeria is expected to help support the growth of the direct selling channel. Platforms such as Instagram, Facebook and WhatsApp will become major tools for networking and raising awareness of various brands.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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