Global direct selling generated $163.9 billion in 2024, WFDSA reports

Global direct selling retail sales totaled $163.9 billion in 2024, according to the World Federation of Direct Selling Associations' latest statistics report.

The ten largest markets were the United States, Germany, China, South Korea, Malaysia, Japan, Brazil, Mexico, France and Taiwan. Mexico's inclusion is notable for MLMGlobe because it confirms the country's significance within the global channel, while also showing that the industry is not concentrated in one region.

Asia and the Pacific accounted for 40.3% of global sales, the Americas for 37.3% and Europe for 22%. Africa and the Middle East represented about 1%. WFDSA counted 104.3 million independent representatives worldwide.

The report also says 21 markets generated at least $1 billion each and together represented 92% of global sales. This concentration matters: a company database may be broad and global, while documented revenue remains heavily concentrated among a smaller set of markets and companies.

These are industry estimates compiled by WFDSA and its member associations. They are not company-level audited figures and should not be combined with MLMGlobe's Global Revenue ranking. The two datasets answer different questions: WFDSA estimates the size of the channel; MLMGlobe's ranking compares companies only where sufficiently documented revenue is available.