直销市场规模、份额及成长分析（按类型、最终用户和地区）－2025-2032 年产业预测

预计到 2023 年直销市场规模将达到 2,053 亿美元，从 2024 年的 2,223.4 亿美元成长到 2032 年的 4,207.7 亿美元，预测期内（2025-2032 年）的复合年增长率为 8.3%。

直销经营模式透过在传统零售环境之外直接向消费者销售产品和服务而蓬勃发展，利用上门推销、家庭聚会和线上通路等多种方式。该模式为消费者提供了便利和个人化服务，同时透过基于佣金的报酬为独立卖家提供了灵活的商机。然而，对产品品质和潜在诈骗的审查越来越严格，买卖双方都需要仔细评估。值得注意的是，根据世界直销协会联合会的报告，到2023年，北美和亚太地区将主导全球直销市场，其中北美贡献19%，美国占该部分的80%以上，而亚太地区将占全球销售额的46%。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 二次资料和一次资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分机会分析

市场动态与展望

• 市场概览
• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特的分析

关键市场考察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场吸引力指数（2024年）
• PESTEL分析
• 总体经济指标
• 价值链分析
• 定价分析

直销市场规模（按类型及复合年增长率） (2025-2032)

• 市场概览
• 个人保健产品
• 居家护理产品

直销市场规模（依最终用户划分）及复合年增长率（2025-2032）

• 市场概览
• 私人客户
• 企业客户

直销市场规模（按地区）及复合年增长率（2025-2032）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲国家地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 其他亚太地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前五大公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市场占有率分析（2024年）
• 主要企业简介
  • 公司详情
  • 产品系列分析
  • 公司分部份额分析
  • 收益与前一年同期比较对比（2022-2024 年）

主要企业简介

• Amway（USA）
• Natura &Co（Brazil）
• Herbalife Nutrition（USA）
• eXp Realty（USA）
• Vorwerk（Germany）
• PM-International（Luxembourg）
• Coway（South Korea）
• Primerica（USA）
• Nu Skin（USA）
• Tupperware（USA）
• Mary Kay（USA）
• Forever Living（USA）
• Young Living（USA）
• Melaleuca（USA）
• Scentsy（USA）
• Avon Products（USA）
• Betterware de Mexico（Mexico）
• Atomy Co., Ltd.（South Korea）
• Modicare（India）

结论和建议

Direct Selling Market size was valued at USD 205.3 billion in 2023 and is poised to grow from USD 222.34 billion in 2024 to USD 420.77 billion by 2032, growing at a CAGR of 8.3% during the forecast period (2025-2032).

The direct selling business model thrives on selling products or services directly to consumers outside traditional retail settings, utilizing diverse methods such as door-to-door, home parties, and online channels. This model benefits consumers with convenience and personalized service while offering independent sellers flexible earning opportunities through commission-based compensation. However, it faces scrutiny regarding product quality and potential fraudulent practices, necessitating careful evaluation from both sellers and buyers. Notably, the World Federation of Direct Selling Associations reported that in 2023, North America and the Asia Pacific (APAC) regions dominated the global direct selling market, with North America contributing 19% and the U.S. representing over 80% of that segment, while APAC accounted for a substantial 46% of global sales.

Top-down and bottom-up approaches were used to estimate and validate the size of the Direct Selling market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Direct Selling Market Segments Analysis

Global Direct Selling Market is segmented by Type, End-user and region. Based on Type, the market is segmented into Personal care Products and Homecare Products. Based on End-user, the market is segmented into Individual Customers and Commercial Customers. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Direct Selling Market

A key factor propelling the global direct selling market is the growing consumer demand for personalized and convenient shopping options. Direct selling offers a distinctive shopping experience that allows customers to engage directly with sales representatives, receive tailored product suggestions, and make well-informed buying choices. Furthermore, many direct selling companies enhance their appeal through enticing discounts and promotions, which significantly boosts consumer interest in their products. Consequently, it is anticipated that the direct selling market will experience sustained growth in the forthcoming years, especially with the increasing influence of e-commerce and online marketplaces shaping consumer behavior.

Restraints in the Direct Selling Market

A significant challenge facing the global direct selling market is the prevalent negative perception among consumers. Many view direct selling as synonymous with pyramid schemes and fraudulent practices due to past associations, resulting in diminished trust. This skepticism is exacerbated by the absence of strict regulations in various regions, allowing unscrupulous direct selling enterprises to thrive, which further damages the industry's credibility. Consequently, it is essential for stakeholders in the direct selling sector to prioritize building consumer trust and adopting transparent business practices to foster long-term growth and improve the overall reputation of the market.

Market Trends of the Direct Selling Market

The Direct Selling market is witnessing a significant trend towards the integration of advanced technologies, including artificial intelligence and automation, to optimize sales processes and enhance customer engagement. Companies are increasingly harnessing digital platforms for seamless transactions and virtual recruitment, catering to a digitally-savvy consumer base. Sustainability is also gaining traction, as direct sellers are embracing eco-friendly practices and promoting sustainable products, aligning with consumer preferences for responsible choices. Furthermore, there is a heightened focus on personalization, with businesses utilizing data analytics to tailor offerings and create targeted marketing strategies, ultimately enhancing the consumer experience and driving sales growth.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Direct Selling Market Size by Type & CAGR (2025-2032)

• Market Overview
• Personal care Products
• Homecare Products

Global Direct Selling Market Size by End-user & CAGR (2025-2032)

• Market Overview
• Individual Customers
• Commercial Customers

Global Direct Selling Market Size & CAGR (2025-2032)

• North America (Type, End-user)
  • US
  • Canada
• Europe (Type, End-user)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Type, End-user)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Type, End-user)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Type, End-user)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Amway (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Natura &Co (Brazil)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Herbalife Nutrition (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• eXp Realty (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Vorwerk (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• PM-International (Luxembourg)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Coway (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Primerica (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Nu Skin (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Tupperware (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mary Kay (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Forever Living (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Young Living (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Melaleuca (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Scentsy (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Avon Products (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Betterware de Mexico (Mexico)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Atomy Co., Ltd. (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Modicare (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations