This direct selling statistics update pulls together the most recent industry figures from the Direct Selling Association (DSA), the World Federation of Direct Selling Associations (WFDSA) and Direct Selling News. Numbers get quoted loosely online, so we cite each one to its source and say what it does and does not show. Use this page as a reference when you write, research or decide whether the industry fits you.

United States: What the DSA Reports

According to the Direct Selling Association’s annual industry data for 2025, US direct selling generated $34.2 billion in retail sales. The association reports 5.2 million direct sellers, of whom 4.8 million work part-time, and 34.8 million customers who bought directly from sellers. These figures describe an industry where most participants sell part-time and often buy for their own use, which is why sales totals say little about the typical person’s earnings.

The DSA is an industry trade body, so its figures represent its members and its definitions. They are useful context but not independent audits.

Global View: WFDSA Figures

The World Federation of Direct Selling Associations reports that global direct selling retail sales reached $163.9 billion in 2024, with 104.3 million direct sellers worldwide. The federation also reports that wellness products are the largest category at 29.0 percent of global sales. Different regional associations use different definitions and reporting years, so year-over-year comparisons across countries need care.

Biggest Companies by Sales

Direct Selling News publishes an annual Global 100 list based on reported or estimated revenue. In the 2026 list, Amway ranked first among product companies with $7.3 billion, and eXp ranked first among service companies with $4.8 billion. The list reported 59 companies and $63 billion in aggregate for the group we reviewed. Other large names include Herbalife and PM-International. Revenue is not profit, and company rankings change each year. For regulatory context on large companies see direct selling industry news roundup.

What the Statistics Do Not Tell You

Retail sales are what customers pay, not what sellers earn. The majority of sellers are part-time, and many join for a discount on products. The FTC has repeatedly warned that income claims must be truthful and not misleading, and its business guidance notes that earnings statements should reflect typical results. An AARP survey of 2018 found that 47 percent of participants lost money and 27 percent broke even, which shows why you should read the company’s own income disclosure statement and not just industry totals. See ftc earnings claims rule updates for more.

How to Use These Numbers Wisely

If you write about the industry, cite the year and the source. If you are deciding whether to join, use the data to understand scale but focus on a company’s income disclosure, refund policy and product value. Compare the commitment of time and money to your goals. Our guide how to choose a network marketing company gives a practical checklist.

For entrepreneurs considering other models, our comparison network marketing vs affiliate marketing explains the differences in cost, control and risk.

How We Verify and Update

We link to the original sources, check the year of each statistic and avoid combining numbers from different definitions. If a source is updated, we revise this page. If you spot a discrepancy, treat the original publisher as the authority and check their latest release.

Reading Statistics Critically: A Checklist

When you see a direct selling number, ask five questions. Who published it and what is their interest? What year does it cover? How is a direct seller defined, for example does it include people who only buy for themselves? Is it sales, revenue or income? Is the figure global, national or for one company? Answers to these questions turn a headline into usable information. For example, a sales figure tells you about customers’ spending, not about the earnings of sellers, and a seller count includes people who joined briefly. Combine industry totals with company-level income disclosure statements and independent sources such as regulator reports to build a fuller picture. Beware of any claim that cites no source or mixes years.

Why the Numbers Matter to Entrepreneurs

If you are considering direct selling, the data confirms that it is a large, established channel with many customers and a lot of part-time participants. That can mean flexibility, but it also means competition among people selling similar products to the same friends and family. If you run a different small business, the statistics show that relationship-based selling is still a major route to market, a point to bear in mind when you plan referrals and networking. See how to build a simple monthly marketing plan for a way to apply relationship marketing to any business.

Key Takeaways

• US direct selling reached $34.2 billion in 2025 according to the DSA
• Globally, WFDSA reports $163.9 billion and 104.3 million sellers for 2024
• Most sellers are part-time and sales are not income
• Always check the source, year and definition of a statistic

Frequently Asked Questions

How big is direct selling?

The DSA reports $34.2 billion in US retail sales in 2025, and WFDSA reports $163.9 billion globally for 2024.

How many people sell?

The DSA reports 5.2 million US sellers, and WFDSA reports 104.3 million worldwide.

Do these figures show what sellers earn?

No. They describe sales, not income.

Where can I check the latest data?

On the DSA and WFDSA websites.

Sources

• Direct Selling Association: statistics
• WFDSA: global statistics
• Direct Selling News Global 100
• FTC: Business guidance on multi-level marketing

QastMe does not endorse any company. Information is for education only and is not financial or legal advice. Earnings in direct selling vary widely, and most participants earn little or no money. Review each company’s income disclosure statement before deciding.

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