Direct Selling in Europe: Seldia and WFDSA Figures
Direct selling Europe statistics show a mature, slightly softer market: the EU recorded about €32.2 billion in direct sales in 2024, down 3.2%, with 5.4 million sellers, according to Seldia, the European Direct Selling Association, citing the WFDSA’s 2024 report.
Key facts
- EU sales, 2024: about €32.2 billion, down 3.2% (Seldia, citing WFDSA)
- EU sellers: 5.4 million, up from 5.3 million
- Share of women: 76% in the EU (Seldia, 2024 data)
- Largest EU category: wellness at 17.7% of sales
- Billion-dollar markets in the EU: Germany, France, Italy and Poland
Direct Selling in Europe: The 2024 Numbers
Seldia summarized the WFDSA’s 2024 global data for the EU in January 2026. Sales fell 3.2% to roughly €32.2 billion, while the number of sellers rose from 5.3 million to 5.4 million. Seldia noted that, despite the 2024 dip, the EU market has kept a positive three-year compound annual growth rate of 0.9% for 2021 to 2024.
Across all of Europe, the WFDSA’s earlier report showed Europe holding about 21.6% of global retail sales in 2023, behind Asia/Pacific and the Americas. For the global baseline, read our explainer on WFDSA global statistics.
Largest European Direct Selling Markets
Germany is the biggest European market by a wide margin: the WFDSA reported it accounted for 54.7% of European direct sales in 2023 after 7.0% growth that year. Germany, France, Italy and Poland are the EU’s four markets at $1 billion or more, per Seldia’s 2024 summary. For a country-by-country view outside Europe, see the largest direct selling markets by country.
Who Sells in Europe: Demographics and Habits
A 2023 Ipsos survey commissioned by Seldia and Direct Selling Europe covered 12 countries and 25,896 completed responses. It found 85% of European direct sellers were women, 68% sold alongside another job, and 78% were satisfied with their overall experience. The 2024 EU data puts women at 76% of sellers, so check which survey and which year any statistic uses before comparing numbers.
Product Categories and Trends
Wellness was the largest EU category in 2024 at 17.7% of sales, followed by cosmetics and personal care (14.2%), household and durables (13.3%) and home improvement (12.1%). Compared with the U.S., where services have become a bigger share of direct selling, European direct selling remains product-led. Explore the broader outlook in the future of network marketing and direct selling industry statistics.
How to Read Statistics Responsibly
Industry statistics describe retail sales and participation, not what an individual earns. Sales totals include products purchased by the sellers themselves, and ‘sellers’ include very part-time participants. Always pair market data with a company’s income disclosure, as explained in how to read an income disclosure statement.
Key Takeaways
- The EU recorded about €32.2B in 2024 sales, down 3.2%.
- The EU had 5.4M sellers; about three-quarters were women.
- Germany, France, Italy and Poland are the EU’s billion-dollar markets.
- Market size is not individual income.
Frequently Asked Questions
How big is direct selling in Europe?
Seldia reports about €32.2 billion in EU direct sales for 2024, down 3.2%. WFDSA data for 2023 put Europe at about 21.6% of global retail sales.
How many direct sellers are there in the EU?
Seldia reports 5.4 million sellers in the EU for 2024, up from 5.3 million the year before.
What is the biggest direct selling category in Europe?
In the EU, wellness was the largest category in 2024 at 17.7% of sales, followed by cosmetics and personal care at 14.2%.
Which European country has the biggest direct selling market?
Germany. The WFDSA reported it made up 54.7% of European direct sales in 2023.
Sources
- Seldia: European Direct Selling 2024 Statistical Report
- WFDSA: Global Statistics
- Seldia: 2023 Ipsos survey of direct sellers
- WFDSA: Direct Selling in Europe, 2023 retail sales
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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