Global Industry

Global direct selling estimated retail sales were USD 186.1 billion in 2021.

In 2021 over 128 million independent direct sellers engaged in direct selling globally.



The global industry is supported by the World Federation of Direct Selling Associations (WFDSA), of which the Direct Selling Association of South Africa is a member.

The WFDSA’s mission is to build understanding and support for direct selling worldwide and achieves this through:

  • Developing, maintaining, and promoting the highest global standards for responsible and ethical conduct
  • Advocating the industry’s positions and interest with governments, media, and key influencers
  • Serving as a trusted global resource for information on direct selling
  • Facilitating interaction among direct selling executives on issues of importance to the industry



In South Africa, total estimated retail sales for DSA member companies in 2021 were R7,8 billion.

In 2021 over 640,000 direct sellers engaged in direct selling locally.