EU Direct Selling & e-commerce Stats - 2022
Updated: Jul 26
Seldia released their latest Direct Selling statistics. As they did so, they shared the latest report from Eurocommerce. Thanks to Seldia's initiative, we have EU's state of the art, most updated data which tell more about the market and the Direct Selling strenghts and opportunities within the EU.
I am sharing here some highlights which I found interesting. The links to the full reports can be found at the bottom of this article.
No time to read it all : here's what's not to be missed and some insights.
What EU shoppers want
E-Commerce is now mature
The number of E-shoppers in the EU is now stable at 75%, with Northern Europe often above 90%.
Our interpretation : those numbers prove (if need be), that E-commerce is now an established distribution channel which even Direct Selling companies cannot ignore.
EU shoppers largely prefer to buy from local companies.
84% of online purchases actually go to a local suppliers, within country.
Eastern Europe shoppers seem to have the highest preference for local, however, the percentage remains high in the West, with 78% in Germance and 80% in France.
EU shoppers still want to see products before they buy.
EU E-shoppers express that 56% of their barriers to shopping online are due to their preference to shop in-person, see the products, go to a local store or just keep old habits.
This percentage gets as high as 85% in the Netherlands.
Our interpretation: Although E-commerce is now mature, stable and inevitable, EU shoppers still see value in buying from a local, trusted source and see the products first.
In our opinion, this shows that EU shoppers now value their buying experience more than price.
This is a good opportunity for Direct Selling companies who continuously seek to re-invent their buying experience. With a local trusted independant Distributor who they can relate to, EU shoppers will love Direct Selling for long.
If you combine the Distributor with a great in-person buying experience and seamless ordering and delivery process, you win !
However, companies with the same model and buying experience as 5 years ago will face challenges !
EU Direct Selling Market
EU E-commerce was up 16% in 2021*, while Direct Selling Retail sales were up by "only" 3%.
EU Direct Selling has had a slower growth rate than E-commerce, of course.
With E-commerce now becoming mature, let's continue to watch the trend.
Our interpretation : only Direct Selling companies with a renewed hybrid buying experience will benefit from the growth of both Direct Selling and E-commerce markets.
Direct Selling is all about people. Let's take a look at what our networks looked like in 2021.
With women accounting for 81% in 2021 (vs. 79% in 2020), Direct Selling continues to be the greatest empowerer of all times !
According to the fact that EU's population median age is 40, Direct Selling attracts just about all ages in the EU.
Our interpretation: Direct Selling is succeeding in attracting younger generations and keeping the most senior active.
Our experience shows that Direct Selling companies whow provide more tools and a more diverse ways of doing the job will attract the age group 25-34 better. Such tools include a mobile app, real-time dashboards and gamification.
Companies who co-create with their Distributors and Customers are also providing a stronger differentiated, personnalised experience which attracts younger women.
About the sources:
E-Commerce data : © 2022 European E-commerce Report - Amsterdam University of Applied Sciences & Ecommerce Europe
More information :
Direct Selling data : © copyright WFDSA/Seldia 2022
More information :