European Statistics | Estonian Direct Selling Association
Home » Direct selling » Statistics » European Statistics

Direct selling is a large and growing sector within the non-store retail trade in Europe. Direct sales volume show a constant growth over the last five years. Over 4 million people are engaged in direct selling in European Union, a figure that goes up to 11 million for the whole European continent. Direct selling companies offer in Europe permanent employment to 26,000 people and 76% of the products they sell are manufactured in Europe.

European Direct Selling Association-Seldia these figures collected from national DSAs’ in cooperation with the World Federation of Direct Selling Associations.

 

European Direct Selling Statistics – 2010 Retail Sales
(based on 2010 data – in million € – VAT excl)

Countries

Sales (in million €)

Salesforce

Selling methods

Nr

% women

% part-time

% self-employed

Person to Person

Party Plan

Austria (2)

199,7

14600

55%

75%

na

na

na

Belgium

158,858

17548

72%

64%

94%

12%

77%

Bulgaria

49,120

130136

85%

80%

42%

91%

9%

Czech Republic (1)

300,00

221000

92%

94%

na

99%

1%

Denmark

46,960

72583

60%

93%

5%

50%

50%

Estonia

12,862

21000

95%

na

100%

95%

5%

Finland

174,00

80000

80%

92%

100%

62%

36%

France

1809,00

300000

78%

80%

93%

64%

36%

Germany (1)

2840,00

660968

73%

90%

100%

62%

37%

Greece

163,574

154846

na

na

na

na

na

Hungary

98,840

239024

78%

86%

97%

97%

3%

Ireland

54,30

22000

75%

85%

74%

82%

18%

Italy (1)

2421,311

390182

75%

94%

99%

64%

36%

Latvia

17,187

25900

94%

na

99%

81%

19%

Lithuania

23,632

30500

95%

na

98%

75%

25%

Luxembourg

10,00

600

na

na

na

na

na

Netherlands (1)

94,932

30489

80%

83%

100%

81%

17%

Poland

577,790

875600

90%

85%

47%

95%

5%

Portugal

125,980

76100

na

na

na

na

na

Romania

177,127

272724

82%

21%

38%

97%

3%

Slovakia

71,710

98980

na

na

na

90%

10%

Slovenia (1)

19,00

30000

65%

80%

5%

57%

43%

Spain

447,000

202000

86%

86%

100%

na

na

Sweden (1)

293,483

84175

77%

92%

95%

57%

43%

United Kingdom (1) (3)

1397,400

442000

91%

94%

98%

86%

14%

Total EU

11583,757

4493256

82%

82%

77%

70%

30%

Croatia

80,783

30820

60%

95%

4%

85%

15%

Norway

91,492

81000

85%

10%

98%

85%

15%

Russia

2465,655

4403104

91%

65%

100%

82%

18%

Switzerland(3)

334,545

10151

53%

60%

na

na

na

Turkey

387,935

680656

90%

65%

100%

98%

2%

Ukraine

389,00

1436100

87%

na

na

na

na

Total

15365,927

11028615

87%

73%

86%

73%

27%

(1) Sales figures include both DSA and non-members companies   
(2) Source : Euromonitor 2010
(3) Home improvement products included
Euro exchange rate applied: ECB 31.12.2009
© Seldia/WFDSA 2011

© 2012-2019 Estonian Direct Selling Association. All rights reserved.