Global direct selling estimated retail sales grew 1.2% year-over-year to reach USD 192.9 billion in 2018, up from USD 190.6 billion in 2017. The global growth was driven by increases in all regions and 79% of countries around the world who showed sales increases.

In 2018 over 118 million independent direct sellers were involved in direct selling globally, up by 1.7% from 2017.

In 2018 the top 10 global markets account for 79% of global sales and the top 6 global markets were: China, USA, Korea, Germany, Japan and Brazil.


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 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 Africa, total estimated retail sales for DSA member companies increased by 1% in 2018 over 2017, totalling R16,3 billion.

In 2018 around 1.2 million independent direct sellers were involved in direct selling locally.