The competition between the direct selling industry and the new age channels, such as e-commerce, direct-to-consumer (D2C) brands and quick-commerce platforms, is further intensifying , according to the latest annual report of industry body IDSA.
IDSA is an autonomous, self-regulatory body for the direct selling industry in India, representing leading members as Amway, Avon, Atomy, Blulife, Herbalife, Modicare, Oriflame, Tupperware, etc.
The direct selling sector is no longer operating within a closed competitive landscape and is increasingly being evaluated against digital-first platforms such as Amazon and Flipkart, which have reshaped consumer expectations around shopping experiences, it said.
Consumers are now assessing direct selling companies not only on product quality and personal relationships but also on price competitiveness, faster delivery, seamless digital interfaces and overall convenience, standards largely set by online retail platforms.
Now “58% of direct sellers identify competition from e-commerce and quick-commerce platforms as a key challenge, highlighting growing pressure on both customer acquisition and retention,” said India Direct Selling Association (IDSA) in a statement.
