Competitive Landscape
Mary Kay Strengthens Position as Girl Scouts Accelerates Share Gains
Direct selling in the US continues to be fragmented, with no single company holding a dominant share of the channel. In 2025, the leading player, Mary Kay, held an 8% share, with the next largest, Herbalife International, at 6%.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in USA?
- Which are the leading retailers in Direct Selling in USA?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in the US - Category analysis
Key Data Insights
Direct Selling Is in Danger of Losing Relevance
Direct Selling Is in Danger of Losing Relevance
Mary Kay Leverages Social Platforms to Connect with Younger Shoppers
Amway Expands Holistic Wellness Focus as Glp-1 Reshapes Demand
Affiliate Marketers Outpace Traditional Consultants as Social Commerce Evolves
Healthy Ageing Offers New Growth Avenues
Mary Kay Strengthens Position as Girl Scouts Accelerates Share Gains
Retail in the US - Industry Overview
Retail E-Commerce Wins Share as More Offline Stores Close
Key Data Insights
Retail E-Commerce Wins Share as More Offline Stores Close
Walmart and Marketplaces Capture Spend as Discounters Surge
Shopify and Openai Partnership Redefines Shopping Journeys
Generative Ai and Social Platforms Are Reshaping Discovery and Loyalty
Private Label Expansion and Value-Led Discovery Could Disrupt Established Players
Amazon and Walmart Extend Lead as Agentic Ai Reshapes Discovery
Informal Retail
Opening Hours for Physical Retail
Seasonality
Christmas
Back to School
Prime Day/Christmas in July
Mother’s Day
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Direct Selling research and analysis database.
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