Direct selling grows as a form of entrepreneurship

Direct selling has been increasingly establishing itself in Portugal as an opportunity for entrepreneurs, offering an accessible and practical solution among the various business alternatives. In Portugal, the sector generated more than €170 million in 2023. With around 182,000 active independent agents, 74% of whom are women, Portugal has consolidated its position as the fourteenth largest direct selling market in Europe, according to the Portuguese Direct Selling Institute (IPVD).

Data from 2023 at European level also shows that the sector generated around $36 billion and recorded an increase of 3.6% over the previous year.

The sector has evolved with society and people’s behavior, combining the sector’s competitive advantage—personalization in the service provided to consumers—with new forms of online shopping. Personalization, experience, and convenience are the hallmarks of direct selling.

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in Grande Consumo. By Bárbara Sousa