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About DSASA | Who we are | Global Industry

Global direct selling estimated retail sales grew 1.9% year-over-year to reach USD 182.6 billion in 2016, up from USD179.2 billion in 2015. The global growth was driven by increases in all regions and 81% of countries around the world who showed sales increases. Beyond the year-over-year growth, the direct selling industry can tell a story of sustained growth. The 3-year Compound Annual Growth Rate (CAGR) is 5.2% (2013-2016).

Over 107 million independent representatives are involved in direct selling globally, up by 3.1% from 2015.  

The top 10 global markets account for 80% of global sales. The top 6 global markets are: USA, China, Korea, Germany, Japan and Brazil.


The global industry is supported by the World Federation of Direct Selling Associations (WFDSA), of which DSA South Africa is a member. 

The WFDSA mission is to build understanding and support for direct selling worldwide and achieves this through:

  • Developing, maintaining and promoting the highest global standards for responsible and ethical conduct
  • Advocating the industry''s positions and interest with governments, media and key influencers
  • Serving as a trusted global resource for information on direct selling
  • Facilitating interaction among direct selling executives on issues of importance to the industry 


In South Africa, total estimated retail sales for DSA member companies increased by 18,16% over 2015, totalling R12,9 billion. Including export sales to the rest of Southern Africa and the rest of Africa, sales totalled R15,86 billion, up by 12.72% over 2015.

Over 1.3 million independant sales people are involved in direct selling locally, up by 14.25% from 2015.