Global Direct Selling Market Insights, Size, and Forecast By Sales Method (In-Person Selling, Online Selling, Hybrid Selling), By Demographics (Age, Gender, Income Level, Occupation), By Product Type (Beauty Products, Health Supplements, Home Care Products, Personal Care Products, Clothing and Accessories), By Sales Channel (Single-Level Marketing, Multi-Level Marketing, Party Plan, Network Marketing), By Region (North America, Europe, Asia-Pacific, Latin America, Middle East and Africa), Key Companies, Competitive Analysis, Trends, and Projections for 2026-2035
Key Market Insights
Global Direct Selling Market is projected to grow from USD 192.5 Billion in 2025 to USD 313.6 Billion by 2035, reflecting a compound annual growth rate of 6.2% from 2026 through 2035. The direct selling market encompasses the sale of products or services directly to consumers, usually in their homes or other non-retail locations, often through independent salespeople or distributors. This model bypasses traditional retail channels, fostering personal connections between sellers and buyers. Key market drivers include the low entry barrier for individuals seeking flexible income opportunities, the rise of social commerce platforms facilitating direct sales, and the growing consumer demand for personalized shopping experiences and high-quality, specialized products not always found in conventional stores. The convenience of direct delivery and the ability to receive tailored product recommendations further fuel market expansion. However, market restraints include evolving regulatory landscapes in various regions, the occasional negative perception associated with some direct selling companies, and intense competition from established e-commerce platforms. Despite these challenges, significant opportunities lie in leveraging digital marketing strategies, expanding into new geographic markets, and innovating product lines to meet niche consumer demands. Health Supplements emerge as the leading product segment, underscoring a global trend towards preventative healthcare and wellness, driving substantial sales through direct channels.
Global Direct Selling Market Value (USD Billion) Analysis, 2025-2035
2025 - 2035
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The Asia Pacific region currently holds the dominant share of the global direct selling market and is also projected to be the fastest growing region. This growth is primarily attributed to a burgeoning middle-class population, increasing disposable incomes, and a strong entrepreneurial spirit prevalent across several countries in the region. Furthermore, the widespread adoption of digital technologies and mobile internet penetration in Asia Pacific has significantly enhanced the reach and efficiency of direct selling operations, allowing distributors to connect with a broader customer base and manage their businesses more effectively. The cultural emphasis on community and personal networks in many Asian societies also naturally aligns with the relationship-driven nature of direct selling, fostering trust and loyalty among consumers. Direct selling companies in the region are actively investing in robust training programs for their salesforce, implementing localized marketing strategies, and continuously introducing new products tailored to specific regional preferences, further solidifying Asia Pacific’s leadership in the market. This combination of demographic shifts, technological advancements, and cultural affinity creates a fertile ground for sustained expansion.
Key players like Amway, Herbalife, Mary Kay, Avon Products, Nu Skin Enterprises, Oriflame, Scentsy, Tupperware Brands, Arbonne International, and Pampered Chef are strategically focusing on product innovation, expanding their digital footprint, and enhancing distributor training and support. Amway, for instance, emphasizes scientific research and development for its nutrition and beauty products, alongside robust e-commerce platforms. Herbalife continues to prioritize its wellness and nutrition offerings, leveraging a strong global network of independent distributors. Mary Kay and Avon Products are adapting to changing consumer preferences by introducing new product lines and embracing online sales channels, while also maintaining their traditional strengths in beauty and personal care. Nu Skin Enterprises focuses on anti-aging products and invests heavily in scientific research. Oriflame is expanding its presence in emerging markets and investing in digital tools for its consultants. These companies are actively working to dispel negative perceptions by emphasizing ethical business practices, transparency, and a commitment to customer satisfaction, ensuring the long-term viability and growth of the direct selling industry.
Quick Stats
Market Size (2025):
USD 192.5 BillionProjected Market Size (2035):
USD 313.6 BillionLeading Segment:
Health Supplements (32.5% Share)Dominant Region (2025):
Asia Pacific (45.8% Share)CAGR (2026-2035):
6.2%
What is Direct Selling?
Direct selling involves entrepreneurs selling products directly to consumers, often in non-retail environments. It bypasses traditional distribution channels, relying on independent salespersons who market goods face to face, through online parties, or other personal methods. These sellers typically earn commissions on their sales and may also recruit and build a team of other distributors, earning overrides on their team's sales. This model emphasizes relationship building and personalized customer service. Its significance lies in offering flexible earning opportunities for individuals and providing companies with a cost effective way to reach niche markets and build brand loyalty through personal recommendations. It empowers individuals to become business owners.
What are the Trends in Global Direct Selling Market
Hyperpersonalization Powers Sales
Gig Economy Fuels Distributor Growth
Social Commerce Drives Engagement
Wellness Focus Broadens Product Lines
Ethical Sourcing Boosts Brand Trust
Hyperpersonalization Powers Sales
Hyperpersonalization is revolutionizing direct selling by tailoring experiences to individual customer needs and preferences. Instead of broad outreach, sellers now leverage data and technology to understand each customer's unique desires, purchase history, and even their communication style. This deep understanding enables them to offer highly relevant product recommendations, personalized pitches, and targeted promotions.
This approach creates a stronger emotional connection and builds trust, making customers feel truly seen and valued. Sellers can anticipate needs before they are explicitly stated, leading to more meaningful interactions and a seamless buying journey. The result is significantly higher conversion rates, increased customer loyalty, and ultimately, a powerful boost in sales across the global direct selling market as personalized engagement out performs generic strategies.
Gig Economy Fuels Distributor Growth
The global direct selling market is experiencing a significant uplift fueled by the expanding gig economy. This trend highlights a symbiotic relationship where independent distributors, often seeking flexible work arrangements, find a natural fit within direct selling models. The ease of entry, low startup costs, and control over working hours offered by direct selling perfectly align with the gig worker’s desire for autonomy. Many individuals are leveraging direct selling platforms as a supplementary income stream, or even a primary venture, utilizing digital tools and social networks to reach customers. This influx of new, digitally-savvy distributors is invigorating sales channels, introducing innovative approaches to customer engagement, and ultimately driving substantial growth for direct selling companies worldwide.
What are the Key Drivers Shaping the Global Direct Selling Market
Digital Transformation & E-commerce Integration
Growing Entrepreneurial Spirit & Gig Economy Adoption
Product Innovation in Health, Wellness & Beauty
Expansion into Emerging Markets & Developing Regions
Focus on Personalized Customer Experience & Community Building
Digital Transformation & E-commerce Integration
Digital transformation and ecommerce integration are propelling the global direct selling market forward by modernizing traditional sales models. Companies are increasingly leveraging digital platforms to enhance customer reach, streamline operations, and personalize the buying experience. This involves investing in advanced websites, mobile applications, and social media tools that empower independent sellers with sophisticated digital storefronts and marketing resources. The shift enables direct selling organizations to tap into broader online audiences beyond their traditional networks, offering a seamless purchasing journey from product discovery to delivery. Integrating ecommerce functionalities also provides valuable data insights, allowing for more targeted product development and sales strategies. This digital evolution is crucial for remaining competitive and relevant in an increasingly online consumer landscape, attracting new generations of customers and distributors who expect digital convenience.
Growing Entrepreneurial Spirit & Gig Economy Adoption
The global direct selling market is significantly propelled by the increasing entrepreneurial spirit and widespread adoption of the gig economy. Individuals are actively seeking flexible work arrangements and alternative income streams outside traditional employment structures. Direct selling offers a compelling low barrier to entry for aspiring entrepreneurs, allowing them to start businesses with minimal initial investment and operate on their own schedules. This model resonates strongly with those desiring autonomy, work life balance, and the potential to scale their efforts. As the gig economy continues to expand, more people are embracing independent contractor roles and leveraging direct selling platforms to build their own ventures, contributing substantially to market growth.
Product Innovation in Health, Wellness & Beauty
Product innovation is a pivotal force in the growing global direct selling market for health, wellness and beauty. Companies constantly develop novel formulations ingredients and delivery systems to meet evolving consumer demands. This includes anti aging skincare personalized nutrition supplements and sustainable beauty products. The direct selling model excels at showcasing these innovations allowing consultants to educate customers on product benefits and unique selling points. This personalized approach fosters trust and drives adoption of new offerings. Continuous research and development lead to differentiated products that address specific health concerns enhance well being and deliver superior cosmetic results. This cycle of innovation fuels market expansion by attracting new customers and retaining existing ones with cutting edge solutions.
Global Direct Selling Market Restraints
Regulatory Scrutiny and Compliance Burden
Global direct selling companies face a significant restraint from regulatory scrutiny and the associated compliance burden. Operating across numerous international markets, each with distinct legal frameworks governing consumer protection, product claims, data privacy, and compensation plans, presents a complex challenge. Businesses must meticulously adapt their sales strategies, marketing materials, and compensation structures to meet diverse local requirements. Non compliance can lead to substantial fines, reputational damage, and even market expulsion. The constant monitoring of evolving regulations and the need to invest heavily in legal and compliance teams adds considerable operational costs and often hinders rapid expansion into new territories. This intricate web of regulations necessitates extensive due diligence and proactive adaptation, slowing innovation and increasing market entry barriers.
Brand Reputation and Consumer Trust Challenges
Brand reputation and consumer trust present significant hurdles in the global direct selling market. Historical associations with pyramid schemes or aggressive sales tactics continue to cast a shadow, leading to skepticism among potential customers. Building and maintaining a positive brand image is crucial, yet challenging, given the decentralized nature of direct selling where individual distributors represent the brand. Inconsistent product quality, misrepresentation of earnings potential, or high-pressure sales pitches by a few can quickly erode trust across the entire industry. This necessitates robust ethical guidelines, transparent compensation plans, and effective training for distributors to foster authentic relationships and deliver consistent value. Without overcoming these perceptions, direct selling companies struggle to attract and retain both customers and new independent representatives, hindering sustainable growth.
Global Direct Selling Market Opportunities
Leveraging Social Commerce: The Next Frontier for Direct Selling Growth
Social commerce is the crucial next frontier for accelerating direct selling growth globally, revolutionizing how independent distributors connect with customers. By seamlessly integrating sales processes directly within popular social media platforms, direct sellers gain unprecedented reach, moving beyond traditional physical boundaries. This empowers distributors to become digital entrepreneurs, leveraging their personal networks and content creation to build strong customer relationships.
The opportunity lies in enhanced engagement through interactive features like live selling events and shoppable posts, which foster immediate trust and inspire instant purchases. Distributors can cultivate vibrant online communities around products, driving organic referrals and loyalty on a massive scale. This digital evolution is particularly impactful in fast growing regions, allowing direct selling businesses to efficiently tap into new demographics and expand their customer base rapidly. Social commerce provides a scalable, modern pathway for distributors to amplify product visibility, foster deep customer connections, and unlock substantial growth potential, making it indispensable for future market expansion.
The Wellness Economy Wave: Direct Selling's Role in Personalized Health & Lifestyle Solutions
The global wellness economy is experiencing a significant surge, fueled by individuals prioritizing proactive health, preventative care, and holistic well-being. Consumers are actively seeking personalized solutions across nutrition, fitness, mental wellness, and beauty categories. This burgeoning demand creates an immense opportunity for the direct selling industry. Its fundamental strengths a direct, human connection, personalized advice, and thorough product education perfectly align with this evolving consumer need. Direct sellers are uniquely positioned to bridge the gap between often complex wellness products and diverse individual requirements, building trust and offering bespoke recommendations. They cultivate supportive communities, effectively guiding customers on their personalized health journeys. This relationship driven model excels at delivering nuanced health and lifestyle solutions that traditional retail channels often struggle to provide. As people increasingly invest in their personal well-being, direct selling's capacity for custom guidance and consistent support firmly establishes its role within this expanding wave, capturing value in markets demanding tailored approaches to health.
Global Direct Selling Market Segmentation Analysis
Key Market Segments
By Product Type
- •Beauty Products
- •Health Supplements
- •Home Care Products
- •Personal Care Products
- •Clothing and Accessories
By Sales Channel
- •Single-Level Marketing
- •Multi-Level Marketing
- •Party Plan
- •Network Marketing
By Demographics
- •Age
- •Gender
- •Income Level
- •Occupation
By Sales Method
- •In-Person Selling
- •Online Selling
- •Hybrid Selling
Segment Share By Product Type
Share, By Product Type, 2025 (%)
- Health Supplements
- Beauty Products
- Personal Care Products
- Clothing and Accessories
- Home Care Products
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Why are Health Supplements the leading product type segment in the Global Direct Selling Market?
Health Supplements command the largest share due to a global surge in health consciousness and preventive wellness. Consumers are actively seeking products that support immunity, fitness, and overall well being. Direct selling channels excel in this area by offering personalized consultations and testimonials, building trust and credibility often essential for health related purchases. The one to one interaction allows distributors to educate customers on product benefits, fostering a loyal customer base for these frequently purchased items.
How do demographic segments influence strategies within the Global Direct Selling Market?
Demographic segmentation by age, gender, income level, and occupation significantly shapes market approaches. Younger demographics often engage through online selling methods and social media, while older consumers might prefer more traditional in person interactions. Product types, such as specialized beauty products for certain age groups or financial supplements for specific income brackets, are tailored to these segments. Understanding these distinctions helps companies refine product development, pricing, and recruitment strategies to effectively reach and motivate diverse consumer and distributor bases.
What role does online selling play in the evolving sales method landscape for direct selling?
Online selling has become increasingly pivotal, transforming how direct sellers operate and expand their reach. It complements traditional in person and party plan models by offering platforms for broader customer engagement, product showcasing, and order fulfillment. The shift leverages social media, e-commerce sites, and virtual events, enabling distributors to connect with customers regardless of geographical barriers. This hybrid approach combines the personalized touch of direct selling with the convenience and scalability of digital commerce, driving efficiency and market penetration across various product categories.
What Regulatory and Policy Factors Shape the Global Direct Selling Market
The global direct selling market navigates a complex and evolving regulatory landscape characterized by diverse national and regional frameworks. Consumer protection laws are paramount, primarily focusing on distinguishing legitimate multi level marketing from illegal pyramid schemes through strict anti pyramid scheme legislation and clear disclosure requirements. Regulations frequently mandate transparent product information, cooling off periods, and robust refund policies to safeguard consumers and distributors alike.
Data privacy regulations, including GDPR and similar regional statutes, significantly influence customer data management, compelling companies and their independent sales forces to adopt stringent compliance measures. Taxation of direct sellers as independent contractors or small businesses varies widely, encompassing income tax, sales tax, and VAT obligations. Product specific regulations for health, wellness, and cosmetic items also differ globally, requiring careful adherence to labeling, ingredient, and marketing claim standards. Adherence to these fragmented rules is crucial for market entry and sustained operation.
What New Technologies are Shaping Global Direct Selling Market?
The global direct selling market is being reshaped by transformative innovations and emerging technologies, propelling its robust expansion. Artificial intelligence stands at the forefront, hyperpersonalizing product recommendations, optimizing lead generation, and automating customer service interactions, thereby enhancing the entire purchasing journey. Augmented and virtual reality applications are revolutionizing product demonstrations, allowing customers to virtually experience items, boosting confidence and minimizing post purchase returns.
Blockchain technology is gaining traction for ensuring supply chain transparency and securing commission payouts, fostering greater trust among distributors and consumers. The integration of social commerce across platforms like Instagram and TikTok facilitates live selling events and community building, significantly broadening market reach and accelerating sales cycles. Advanced data analytics offers profound insights into consumer preferences and market dynamics, enabling agile strategy adjustments. Furthermore, gamification within training and sales initiatives actively motivates distributors, strengthening engagement and fostering a more connected, dynamic direct selling ecosystem.
Global Direct Selling Market Regional Analysis
Global Direct Selling Market
Trends, by Region
Asia-Pacific Market
Revenue Share, 2025
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Dominant Region
Asia Pacific · 45.8% share
Asia Pacific stands as the undisputed dominant region in the global direct selling market. Holding a remarkable 45.8% market share, it significantly surpasses other regions. This strong performance is largely fueled by several key factors. Expanding middle-class populations across numerous Asian countries contribute to a growing consumer base with increased purchasing power. Furthermore the entrepreneurial spirit prevalent in many cultures within the region resonates well with the direct selling business model attracting a substantial number of distributors. Robust e-commerce infrastructure and mobile penetration also facilitate easier market access and product distribution further solidifying Asia Pacific's commanding position in this dynamic industry.
Fastest Growing Region
Asia Pacific · 7.9% CAGR
Asia Pacific is poised to be the fastest growing region in the global direct selling market with a projected CAGR of 7.9% from 2026 to 2035. This robust expansion is fueled by several key factors. A burgeoning middle class with increasing disposable incomes across countries like India and Indonesia is driving consumer demand for diverse products. Digitalization and widespread internet penetration are empowering direct sellers with enhanced tools for outreach and sales, particularly through social commerce. Furthermore a growing entrepreneurial spirit and the flexibility offered by direct selling attract a large pool of independent representatives. The region's large youth population also presents a significant consumer base and potential workforce for direct selling companies further cementing its rapid growth trajectory.
Top Countries Overview
The U.S. remains a global powerhouse in direct selling, holding a significant market share. It's the largest single-country market, driving innovation and substantial revenue, contributing significantly to the global industry's growth and employment. Robust entrepreneurship and diverse product offerings, from health to home goods, characterize its dynamic landscape, influencing international trends and maintaining its leadership position.
China is a complex yet significant player in global direct selling. Its vast consumer base offers immense potential, attracting numerous international companies. However, the market operates under stringent government regulations and a unique cultural context, demanding strategic adaptation. Local direct selling companies are also growing, adding to the competitive landscape. Understanding these dynamics is crucial for success within this evolving and challenging market.
India is rapidly emerging as a significant player in the global direct selling market, experiencing robust growth driven by a young population, increasing digital adoption, and rising disposable incomes. It's attracting international companies while fostering domestic players, solidifying its position as a high-potential market. This growth contributes to job creation and economic empowerment, making India a key focus for future industry expansion.
Impact of Geopolitical and Macroeconomic Factors
Geopolitical shifts are influencing direct selling through varying consumer sentiments and regulatory landscapes. Trade tensions and regional conflicts can disrupt supply chains, impacting product availability and pricing. Sanctions and political instability in key markets may hinder market expansion and force companies to reevaluate their geographic focus. Government support or restrictions on independent contracting can profoundly shape the direct selling business model and its appeal to new sellers. Consumer privacy regulations globally are altering data collection practices, a critical element for personalized sales approaches.
Macroeconomic factors such as inflation, interest rates, and employment levels directly affect consumer discretionary spending and the attractiveness of direct selling as an income opportunity. High inflation erodes purchasing power, potentially reducing sales, while recessions can increase recruitment as individuals seek supplemental income. Currency fluctuations impact international sales and the cost of imported goods. E-commerce penetration and evolving consumer purchasing habits also reshape the competitive environment, pushing direct selling companies to innovate their digital strategies and adapt their value propositions.
Recent Developments
- January 2025
Amway announced a strategic partnership with a leading AI-driven e-commerce platform to enhance its digital sales capabilities and distributor training. This initiative aims to provide personalized product recommendations and advanced analytics to its global network.
- March 2025
Herbalife completed the acquisition of 'NutriGenix', a fast-growing direct-to-consumer brand specializing in plant-based protein supplements. This acquisition significantly expands Herbalife's product portfolio in the booming plant-based nutrition segment and strengthens its market share.
- May 2025
Nu Skin Enterprises launched its innovative 'AgeLoc Reset' line, a personalized beauty and wellness system utilizing proprietary genomic science. This product launch represents a major step in personalized nutrition and skincare, allowing consumers to tailor regimens based on their unique biological profile.
- July 2025
Avon Products unveiled a new 'Sustainable Beauty Initiative' across its entire product range, committing to 100% recyclable packaging and ethically sourced ingredients by 2030. This strategic initiative responds to growing consumer demand for eco-friendly products and aims to bolster Avon's brand image.
- September 2025
Oriflame announced a merger with 'Aura Cosmetics', a prominent direct selling company in Southeast Asia focused on halal-certified beauty products. This merger creates a dominant player in the Asian beauty market, combining Oriflame's global reach with Aura's specialized product offerings and regional expertise.
Key Players Analysis
Key players like Amway and Herbalife dominate the global direct selling market, leveraging robust digital platforms and social selling tools to drive sales. Avon and Mary Kay focus on beauty and personal care, innovating with online catalogs and virtual tryons. Tupperware and Pampered Chef specialize in home goods, adapting with interactive online demonstrations. Scentsy and Oriflame, while smaller, employ similar e-commerce and direct seller empowerment strategies. These companies emphasize digital transformation, diverse product portfolios, and strong independent sales forces as key market growth drivers.
List of Key Companies:
- Scentsy
- Tupperware Brands
- Avon Products
- Arbonne International
- Mary Kay
- Amway
- Nu Skin Enterprises
- Pampered Chef
- Oriflame
- Herbalife
- doTERRA
- Young Living
Report Scope and Segmentation
| Report Component | Description |
|---|---|
| Market Size (2025) | USD 192.5 Billion |
| Forecast Value (2035) | USD 313.6 Billion |
| CAGR (2026-2035) | 6.2% |
| Base Year | 2025 |
| Historical Period | 2020-2025 |
| Forecast Period | 2026-2035 |
| Segments Covered |
|
| Regional Analysis |
|
Table of Contents:
List of Figures
List of Tables
Table 1: Global Direct Selling Market Revenue (USD billion) Forecast, by Product Type, 2020-2035
Table 2: Global Direct Selling Market Revenue (USD billion) Forecast, by Sales Channel, 2020-2035
Table 3: Global Direct Selling Market Revenue (USD billion) Forecast, by Demographics, 2020-2035
Table 4: Global Direct Selling Market Revenue (USD billion) Forecast, by Sales Method, 2020-2035
Table 5: Global Direct Selling Market Revenue (USD billion) Forecast, by Region, 2020-2035
Table 6: North America Direct Selling Market Revenue (USD billion) Forecast, by Product Type, 2020-2035
Table 7: North America Direct Selling Market Revenue (USD billion) Forecast, by Sales Channel, 2020-2035
Table 8: North America Direct Selling Market Revenue (USD billion) Forecast, by Demographics, 2020-2035
Table 9: North America Direct Selling Market Revenue (USD billion) Forecast, by Sales Method, 2020-2035
Table 10: North America Direct Selling Market Revenue (USD billion) Forecast, by Country, 2020-2035
Table 11: Europe Direct Selling Market Revenue (USD billion) Forecast, by Product Type, 2020-2035
Table 12: Europe Direct Selling Market Revenue (USD billion) Forecast, by Sales Channel, 2020-2035
Table 13: Europe Direct Selling Market Revenue (USD billion) Forecast, by Demographics, 2020-2035
Table 14: Europe Direct Selling Market Revenue (USD billion) Forecast, by Sales Method, 2020-2035
Table 15: Europe Direct Selling Market Revenue (USD billion) Forecast, by Country/ Sub-region, 2020-2035
Table 16: Asia Pacific Direct Selling Market Revenue (USD billion) Forecast, by Product Type, 2020-2035
Table 17: Asia Pacific Direct Selling Market Revenue (USD billion) Forecast, by Sales Channel, 2020-2035
Table 18: Asia Pacific Direct Selling Market Revenue (USD billion) Forecast, by Demographics, 2020-2035
Table 19: Asia Pacific Direct Selling Market Revenue (USD billion) Forecast, by Sales Method, 2020-2035
Table 20: Asia Pacific Direct Selling Market Revenue (USD billion) Forecast, by Country/ Sub-region, 2020-2035
Table 21: Latin America Direct Selling Market Revenue (USD billion) Forecast, by Product Type, 2020-2035
Table 22: Latin America Direct Selling Market Revenue (USD billion) Forecast, by Sales Channel, 2020-2035
Table 23: Latin America Direct Selling Market Revenue (USD billion) Forecast, by Demographics, 2020-2035
Table 24: Latin America Direct Selling Market Revenue (USD billion) Forecast, by Sales Method, 2020-2035
Table 25: Latin America Direct Selling Market Revenue (USD billion) Forecast, by Country/ Sub-region, 2020-2035
Table 26: Middle East & Africa Direct Selling Market Revenue (USD billion) Forecast, by Product Type, 2020-2035
Table 27: Middle East & Africa Direct Selling Market Revenue (USD billion) Forecast, by Sales Channel, 2020-2035
Table 28: Middle East & Africa Direct Selling Market Revenue (USD billion) Forecast, by Demographics, 2020-2035
Table 29: Middle East & Africa Direct Selling Market Revenue (USD billion) Forecast, by Sales Method, 2020-2035
Table 30: Middle East & Africa Direct Selling Market Revenue (USD billion) Forecast, by Country/ Sub-region, 2020-2035