Direct Selling Growth & Outlook Study Reports that the Industry Achieved $36.7 Billion in Retail Sales in the U.S. and Reached 37.7 Million Customers

(WASHINGTON D.C.) – U.S. Direct Selling Association (DSA), the national trade association for companies that offer entrepreneurial opportunities to individuals who choose to sell products and services direct to customers, released its Direct Selling Growth and Outlook Survey results for 2023, showing $36.7 billion in retail sales and 37.7 million customers of the channel. The number of direct sellers decreased slightly from 2022 to 6.1 million. Growth & Outlook is DSA’s annual survey that reports on the size and scope of direct selling in the U.S. and is audited by Nathan Associates (a Cadmus Company), a third-party international economic consulting firm.

“Direct selling remains a vital part of the US economy, even as our businesses meet the challenges of a diverse and changing marketplace.  Personalized service, quality products, and an opportunity for personal growth and supplemental income for our individual sellers remain the core strengths of direct selling. 2024 and 2025 present opportunities for transition and growth as we build upon the core strengths of our channel.” continued Mariano.

This year’s Growth & Outlook Study provides the following data on the industry:  

• Direct Selling Retail Sales declined: The direct selling channel generated $36.7 billion in retail sales in 2023 – a decline from 2022, except for the sales in the Services category which represented a 3% growth while the Clothing & Accessories category remained stable.
• The number of direct sellers decreased slightly, with 6.1 million U.S. entrepreneurs selling on a part-time or full-time basis in 2023, however, the number of new recruits has been steadily increasing in Q4 2024 as well as in Q1 2024 and Q2 2024 based on the quarterly DSEF DataTracker Survey, resulting with the steady increase of the size of the U.S. Direct Selling Salesforce.
• Number of Preferred Customers for Direct Selling Products and Services Decreased: In 2023, 37.7 million preferred customers and discount buyers purchased through the direct sales channel. (This customer count excludes those who have not signed an agreement with a direct selling company).

Paul Bourquin, Principal at Nathan Associates, a Cadmus Company, stated, “We are proud to work with DSA since 1995 analyzing the Growth & Outlook Survey data and conducting extensive secondary research to develop industry-wide estimates for the U.S. direct selling industry. As a third-party international economic consulting firm, we deliver methodologically sound industry-wide estimates to help DSA serve as a trusted source of data on the full direct selling channel in the U.S.”

ABOUT THE DIRECT SELLING ASSOCIATION

For more than a century, the U.S. Direct Selling Association (DSA) has served as the national trade association for companies that offer entrepreneurial opportunities to independent sellers to market and sell products and services, typically outside of a fixed retail establishment. In 2023, direct selling took place across the United States, generating $36.7 billion in retail sales and 6.1 million entrepreneurs in the U.S. sold products or services through the direct selling channel, providing a personalized buying experience for 37.7 million customers.