Direct selling, which is an established global industry,
evolved in the 1920s and 1930s in the USA.
Global direct selling market evolution:
Direct selling is a dynamic and
rapidly expanding channel of
distribution for the marketing of
products and services. Direct sales
generally depend on the explanation
and demonstration made by an
independent direct salesperson to the
consumer. Being a specialised channel
of distribution, it covers both businessto-business and business-to-consumer
aspects.
Direct selling started with hawkers
and peddlers, who travelled great
distances to sell unbranded products
and services. Doorbells, catalogues
and purchase orders were centuries
away from the early direct seller who
relied on his instincts and common
sense to make a living through selling.
The early direct seller exchanged
pottery, stone weapons, tools,
agricultural products and raw materials
with people from other lands.2
They later evolved into independent
salesmen who went from door to
door and house to house selling
Source: The Indian Direct Selling Industry - Annual Surveys, IDSA, Industry Discussions
2. Socio-Economic Impact of Direct Selling, ICREAR
branded products in an urbanised
environment.2
Beginning in the mid to late 1800s,
direct selling companies were formed
in USA offering various products
directly to the final consumer. Avon,
which today is one of the largest direct
selling companies, was established
in 1886, initially represented a means
for women to earn money and work
outside their homes, and by 1920
topped its revenue at USD1 million.2