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) |
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|
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 |
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| © Seldia/WFDSA 2011 |
