New DSEF Growth & Outlook Study finds rising Hispanic participation and new opportunities across the direct selling channel
(Washington, D.C. – September 10, 2026) — As Americans rethink how they work, earn and build businesses, new research shows the direct selling channel is evolving with them.
The 2026 Direct Selling Education Foundation (DSEF) Growth & Outlook Study finds evidence of that evolution in both who is participating in direct selling and how entrepreneurs are serving customers. Hispanic participation increased 6% over the past year, one of the strongest demographic gains in the DSEF’s annual research. The study also reports a 5% revenue increase across service-based direct selling companies, showing that the channel continues to expand beyond traditional product offerings.
These shifts are taking place within a channel that accounts for $34.2 billion in U.S. retail sales, serves 34.8 million customers and includes 5.2 million full- and part-time direct sellers. As independent contractors, direct sellers contribute economically in communities across every state nationwide.
“These findings show a direct selling channel that continues to change with the people and communities it serves,” said Dave Grimaldi, CEO of the Direct Selling Association. “The growth in Hispanic participation and service-based businesses reflects a broader range of entrepreneurs and industries using the direct selling channel to meet consumers where they are.”
Conducted annually by the DSEF and independently audited by Nathan Associates, the Growth & Outlook Study tracks the size and scope of the U.S. direct selling channel.
Recent findings and notable developments:
Consumer expectations continue to shape the direct selling channel. The study points to increased demand for personalized service, trusted recommendations, community connections, and convenient purchasing experiences that blend digital and social engagement.
The continued participation of women, together with the 6% increase in Hispanic participation, reflects the breadth of entrepreneurs who comprise the channel and contribute to its presence in communities across the country.
Independent direct sellers are responding to these changes by building businesses that combine flexibility, personal relationships, and a growing range of products and services, Their ability to adapt to how consumers prefer to shop and engage remains one of the channel’s greatest strengths.
The 2026 DSEF Growth & Outlook full report provides additional insights into consumer demand, entrepreneurship, and emerging trends shaping the future of the direct selling channel.