Direct selling industry positively contributes to SA economy with R5.4 billion in sales in 2023.

The direct-selling industry positively impacts SA’s economy as its resilience and growth see an achievement of R5.4 billion in sales, all whilst other South African industries continue to struggle under increased financial stress.

At the DSA’s 5th Virtual Convention, chairperson of the DSA of South Africa, Rajesh Parshotam, shared: “Many of us know someone who’s been shut out of the job market for various reasons. For countless South Africans, direct selling through one of the DSA’s member companies has become a lifeline—a trustworthy, legitimate, and sustainable way to earn an income. In a country grappling with high unemployment, our industry provided over 500,000 income opportunities in 2023 alone. These individuals, as entrepreneurs running their own direct-selling businesses, collectively earned more than R1.3 billion. We’re not just creating entrepreneurs; we’re fueling economic resilience across South Africa.”

Globally, DSA of SA celebrates the 102.9 million direct sellers and the direct selling industry that recorded over 167.7 billion US dollars in sales. Remarkable sales results given the many challenges in the global marketplace from the war to energy crisis through to inflationary pressures experienced worldwide.

On the local front, an exciting development, for the first time ever in the history of the DSA, we have made significant progress in expanding the conversation with government from lobbying for legislation and regulations to economic development where we will partner with various levels of government to co-create a plan for economic development in townships where people can have access to an income opportunity by owning a business of their own through one of our member companies.

Parshotam said, “The worldwide number of direct sellers and sales figures are clear indicators that a significant number of people are looking to our industry as an economic solution. Direct sellers are getting younger as more look for trusted income opportunities, with around 60% of local direct sellers below the age of 45 of which 13% are between the ages of 18 and 24 and 21% are between the ages 24 and 34.”

Reimagining South Africa’s future without empowering its indigenous people economically is inconceivable. With 87% of direct sellers in 2023 being African, DSA member companies are leading the charge in meaningful transformation. Congratulations to our member companies—you are champions of change! You’ve built a credible foundation on which we can envision a brighter future for South Africans in direct selling. While many industries struggle to align with our country’s demographics, direct selling stands out as a sector where previously disadvantaged individuals not only participate but thrive, making up the vast majority of our industry.

In 2023, an incredible 87% of direct sellers in South Africa were women! This isn’t just about reimagining the future—it’s about actively creating a world where our mothers, sisters, and daughters are empowered. The direct selling industry in South Africa is on the right path, championing real change and inclusion. Together, we are building a future that uplifts and supports women across the nation.

We are excited about sharing this wonderful opportunity of direct selling, of entrepreneurship and owning a business of your own. Our challenge is to remain laser focused on ensuring that the direct selling industry through the DSA is regarded as a legitimate income opportunity for all irrespective of background, a task we’ve undertaken for over 50 years!

• Follow Direct Selling Association (DSA) of South Africa dsasa.co.za
  • Facebook: @DSASouthAfrica 
  • Instagram: @directsellingassociationsa
  • Twitter: @DSASouthAfrica
  • LinkedIn: Direct Selling Association of South Africa

The Direct Selling Association of South Africa:

2024 marks 52 years of the Direct Selling Association of South Africa (DSA), a national business association founded in 1972 representing member direct selling companies that distribute goods and services through independent contractors (also referred to as direct sellers, distributors, consultants, managers, sales agents, and independent business operators, among others) directly to consumers, away from a fixed retail location.

Direct Selling member companies provide an entrepreneurial opportunity where South Africans can earn an income through a professional distribution channel while supported strongly by the direct selling company to which they are affiliated.

The term “direct selling” encompasses direct selling, multi-level marketing (MLM) (also referred to as network marketing) and referral marketing.

Every DSA member company pledges to abide by the terms as set out in the industry Code of Conduct as a condition of admission and continuing membership of the Direct Selling Association of South Africa.

All direct sellers (independent contractors) are bound by the DSA’s Code when representing a DSA member company.

The Code has been developed within the framework and requirements of the World Federation of Direct Selling Associations (WFDSA) Code of Conduct.

The DSA provides a forum for Members to network with industry colleagues and provides many benefits.