Direct selling industry in the United States in 2024

The Direct Selling Education Foundation in collaboration with the US Direct Selling Association published the industry performance report for the year 2024. The report was compiled through a DSEF 2025 Growth & Outlook Study which measured the growth of direct selling industry in terms of revenue and sellers across all US states and ethnicities.

In 2024, the total revenue reported through direct selling retail sales in the United States was $34.7 billion which is a $2 billion decline compared to the 2023 reported retail sales. The number of direct sellers in 2024 was 5.4 million with an average retail sales of $6,426.

Direct seller population in 2024

The 5.4 million direct seller population is a 12% decrease when compared to the previous year. The figure represents both full-time and part-time sellers who sell products directly to consumers but may or may not recruit them. Full-time seller numbers amounted to only .4 million whereas part-time sellers constituted the major seller population with a recorded 5 million.

The figures show that Americans choose direct selling more as a part-time opportunity along with their full-time jobs. However, the .4 million direct sellers who took up direct selling as a full-time job represent the confidence and potential of the model.

Customer population in the US direct selling industry

The preferred customers and discount buyers also showed a decrease of 9% against 2023 numbers. The total number from the two categories was 34.3 million out of which 27.5 million were preferred customers and 6.8 million were discount buyers.

Preferred customers in the study refer to customers who have signed an agreement with a direct selling company to enjoy premium offers and privileges like wholesale prices for products or services but are not authorized sellers or earners. Discount buyers on the other hand can sell, sponsor, and purchase products out of interest.

Retail sales by category

DSEF Study classified product retail sales by category with the services sector leading the pack. The sector contributed 38.4% to the total retail sales followed by the health and wellness sector at 30.7%. Contributions from the remaining sectors were home and family care/durables at 14.2%, personal care at 9.6%, clothing and accessories at 4.7%, and leisure and educational at 2.4%.

The services sector has experienced a growth rate of almost 14% compared to its performance in 2023. The health and wellness industry tops the list in the products category followed by home and family care/durables. Over the years, the direct sales services sector has surpassed the most popular health and wellness industry. This shows that service providers have promising growth opportunities within the direct selling model.

Direct selling demographics in 2024

The demographics as always show women in higher numbers (73%) and male direct sellers constitute 27% of the total direct seller population. This includes both sellers and discount buyers. Millennials and Generation X together make up 46% of US direct sellers followed by Baby Boomers at 20%, and Gen Z constitutes 15%.

Americans below the age of 20 make up only 6% and 65+ marked 13% of the US direct seller population. The direct selling census shows a strong interest in the model among people of all ages.

State-wise retail sales in the US

All the US states performed competently in contributing to the total direct retail sales in the US. California, Florida, Georgia, Illinois, New York, North Carolina, Ohio, Pennsylvania, and Texas were the billion dollar markets with retail sales exceeding 1 billion. A total of 12.2 million were involved in direct selling representing each US state. This includes sellers who have renewed their agreements with direct selling companies in 2024. The direct selling population in the US is calculated based on 2025 Growth & Outlook Survey data submitted by DSA members.

The US direct selling industry in 2024 saw a decline in retail sales (5.5%) and direct seller numbers (11.48%) yet the rising number of billion dollar markets across the nation points at a promising future for both companies and participants in the industry.