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Revenue of the leading direct selling companies worldwide 2019

In 2019, Amway was the world’s leading direct selling company with a global revenue of about 8.4 billion U.S. dollars. Amway is a multi-level marketing company based in Michigan, United States, that sells health, home care, and beauty products. Direct selling is a business model, in which entrepreneurial-minded people independently provide products and services to the customer directly, either by buying from or in affiliation with a parent organization.

Herbalife Nutrition

Amway is the leading company within the direct selling world, however, there are many other companies in the United States and across the globe that sell to the consumer directly. One such example is Herbalife. With global net sales reaching a total of approximately five and a half billion U.S. dollars in 2020, Herbalife ranks as one of the largest direct sellers of dietary supplements. Some of the company’s main markets included North America and the Asia-Pacific Region that year.

Direct sellers in the United States

There are many individuals, especially in the United States, that become direct sellers, whether they do it on their own or as part of these person-to-person marketing enterprises. In 2019, there were close to six million part-time and nearly one million full-time sellers in the United States. Compared to just one year earlier, the combined total of direct sellers in the country had grown by more than 500,000.

Revenue of the leading direct selling companies worldwide in 2019

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Release date

April 2020



Survey time period


Supplementary notes

*Based on FY 2019 revenues

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Statistics on "Direct selling market worldwide"

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