By Lisa Gudding and Monica Wood

In an era where online marketplaces and big-box retailers dominate the shopping landscape, direct selling continues to thrive in the United States. From beauty products to wellness supplements, services and home goods, millions of Americans choose to buy from direct sellers every day. However, what are the drivers of this consumer behavior? A recent consumer study conducted for the Direct Selling Education Foundation by Ipsos has revealed many of the top reasons why US consumers are turning to direct sellers.

Top Reasons Why Consumers Buy from Direct Sellers in the United States

1) Supporting Small Business Owners in Their Community

One of the most compelling reasons consumers choose direct sellers is the opportunity to support local entrepreneurs. Direct sellers are often friends, neighbors, or community members who operate small, independent operations or businesses. By purchasing from them, consumers feel a sense of pride and purpose, knowing their money is helping someone they know achieve financial goals and personal growth.

This community-based commerce fosters stronger local economies and builds trust between buyers and sellers, creating a more meaningful shopping experience within the community.

2) Knowledgeable Direct Sellers

Direct sellers are often deeply familiar with the products they offer. Unlike traditional retail employees who may have limited training, direct sellers typically use the products themselves and receive ongoing feedback from customers and ongoing education from their companies. This first-hand experience allows them to provide detailed insights, usage tips, as well as honest and personal recommendations in contrast to the typical e-commerce or retail experience.

Consumers appreciate this expertise, especially when purchasing items that require a personal touch such as skincare, nutrition, wellness, and home durables products.

3) Personalized Customer Service

In a world of automated responses and impersonal transactions, direct sellers stand out by offering highly personalized customer service. They take the time to understand each customer’s needs, preferences, and concerns. Whether it’s remembering a customer’s favorite product, offering tailored solutions or suggestions, or following up after a purchase, direct sellers build lasting relationships that go beyond the sale. This level of care and attention is often unmatched in traditional retail settings.

4) Convenience of Buying from Direct Sellers

Direct selling offers a level of convenience that appeals to busy consumers in the United States. Purchases can be made through home parties, social media, personal websites, or even text messages. Direct sellers can place orders for you – like having a personal shopper at no extra cost – eliminating the need to visit a store or navigate complex online platforms. Direct sellers also offer flexible delivery options, including direct shipping and home drop-offs. This ease of access, combined with the comfort of buying from someone you trust, makes direct selling a hassle-free alternative to conventional shopping.

Direct selling also continues to resonate with American consumers because it offers more than just products—it offers connection, trust, and community. Whether it’s the desire to support local entrepreneurs, benefit from expert advice, enjoy personalized service, or simply shop with ease, consumers are finding real value in buying from direct sellers.

Positive Perceptions About Purchasing from Direct Sellers Continue Steady Rise

In recent years, the direct selling channel in the United States has seen a notable upward trend in consumer perception. Consumer attitudes have become significantly more favorable, reflecting a growing trust in and preference for this personalized method of shopping. Below is a closer look at the key factors driving this positive trend:

A 21% Increase in Positive Perception

Whether it’s the quality of the products, the professionalism of the sellers, or the appeal of supporting small businesses, consumers have been increasingly embracing the direct selling model during the 2019-2024 period. Since 2019, positive perceptions of direct selling have jumped 21%. Importantly, consumers are 27% more likely to buy from a direct seller today than they were just a few years ago. Additionally, 4 out of 5 have a neutral to favorable opinion of direct selling as a method of shopping. This trend suggests that more people recognize the value of direct selling as a modern, customer-focused retail channel.

More Consumers Are Willing to Buy from Direct Sellers

Today, 27% of consumers say they are more likely to purchase from a direct seller than they were just a few years ago. This growing openness is likely fueled by positive experiences, word-of-mouth recommendations, and the convenience of buying from someone they know and trust. As direct sellers continue to offer personalized service and expert product knowledge, more consumers are choosing this route over traditional retail.

Widespread Neutral to Favorable Opinions

Perhaps most telling is the fact that 4 out of 5 consumers now hold a neutral to favorable opinion of direct selling. Neutral opinions also suggest room for growth—many consumers are open to learning more and potentially becoming loyal customers.

What’s Behind the Shift?

Several factors may be contributing to the rise in positive sentiment:

• Increased transparency in direct selling business practices and product sourcing.
• Enhanced training and professionalism among direct sellers.
• Greater emphasis on community and relationship-building.
• Digital tools that make the buying process smoother and more accessible.

With a 21% increase in positive perception, a growing willingness to buy, and widespread favorable opinions, the direct selling channel is well-positioned for the future. As more Americans seek meaningful, personalized shopping experiences, direct sellers are stepping up to meet the moment—one relationship at a time.

Public Preference for Flexible Work and Entrepreneurial Opportunities

As the modern workforce continues to evolve globally and in the United States, flexibility and autonomy are becoming top priorities for many Americans. This Consumer Attitudes data study highlights a continued interest in entrepreneurial opportunities that offer adaptable schedules and income potential particularly in the form of direct selling.

Some important consumer insights on this front include:

77% of Participants Want Flexible Work Options

A striking 77% of study participants expressed a strong interest in flexible work arrangements. This reflects a broader cultural shift toward work-life balance, especially in the wake of the pandemic and the rise of remote work. People are increasingly seeking opportunities that allow them to:

• Set their own hours
• Work from home or on the go
• Balance personal and professional responsibilities

Direct selling fits this model for many, offering individuals the freedom to build a business on their own terms.

1 in 3 Participants Are Specifically Interested in Direct Selling

Among those surveyed, 1 in 3 participants indicated a specific interest in pursuing direct selling as a flexible entrepreneurial path. This is a significant indicator of the industry’s growing appeal, especially among those looking for:

• Low-barrier entry into entrepreneurship
• A supportive community of peers and mentors
• Opportunities to sell products they believe in

This interest spans across age groups, with younger generations especially drawn to the digital and social aspects of direct selling.

Earning Extra Income Is a Top Motivator

Earning extra income is one of the top reasons people consider direct selling. Whether it’s to supplement a full-time job, save for a specific goal, or build a long-term business, direct selling was viewed as offering a scalable income opportunity that aligns with individual goals and lifestyles.

Other motivators include:

• Personal development and skill-building
• The ability to work independently
• The chance to turn a passion into profit

Americans are increasingly drawn to flexible, entrepreneurial opportunities—and direct selling is an important part of this trend. With 77% of people seeking flexible work, 1 in 3 showing interest in direct selling, and income potential as a key motivator, the direct selling channel is well-positioned to meet the needs of today’s evolving workforce.

The Path Forward

As the retail landscape evolves, the human touch of direct selling remains a powerful force in shaping how and why people choose to shop. Additionally, as more individuals seek low-risk opportunities to earn extra income, flexible work schedules, and social connection to trustworthy brands, direct selling offers a compelling path forward.