Gitnux/Report 2026

Multi Level Marketing Industry Statistics

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Multi Level Marketing Industry Statistics
Samuel NorbergWritten by Samuel Norberg·Fact-checked by Maya Johansson
Published
How this report is researched
01Editorial Scope

Before any source is gathered, an editor locks the question, what qualifies, and how the piece will be judged.

02Source Research

Search agents collect the source set and pull each data point out with its provenance attached.

Read our full methodology →

Search agents attach provenance to every extracted figure.

Next review: within 39 days

01 Industry overview

The multi level marketing industry at a glance

The multi-level marketing industry generated $163.9 billion in global retail sales in 2024, with 104.3 million independent contractors and Asia/Pacific representing 40.3% of sales.

$163.9B[18]
Global retail sales, 2024
104.3M[18]
Independent contractors, 2024
40.3%[18]
Asia/Pacific sales share, 2024
70[20]
MLM disclosures reviewed, 2023
Market size
Global direct-selling retail sales, the closest consistently reported proxy for the MLM industry, reached $163.9 billion in 2024 and were essentially flat year over year. Asia/Pacific was the largest region at $66.058 billion, followed by the Americas at $61.189 billion.[18]
Forecast & CAGR
WFDSA does not publish a forward global industry forecast in its latest statistics release. Its historical 2021–2024 constant-currency CAGR was -0.3% for Asia/Pacific, -2.8% for the Americas, 0.2% for Europe, and -7.8% for Africa/Middle East.[18]
Market share & regions
Asia/Pacific accounted for 40.3% of global direct-selling retail sales in 2024, the Americas for 37.3%, Europe for 21.6%, and Africa/Middle East for 0.8%. The Americas was the only region to record year-over-year growth, increasing 0.8% in 2024.[18]
Segmentation
WFDSA identifies wellness, cosmetics and personal care, and household goods and durables as the industry's key product sectors. The global salesforce comprised 104.3 million independent contractors in 2024, of whom 72.1% were women.[18]
Trends, drivers & challenges
The industry is shifting toward digital and social selling while remaining concentrated in wellness, beauty, and household products. A major structural challenge is low participant earnings: the FTC found that, across the MLM income disclosures it analyzed, many participants received no payments and the vast majority received $1,000 or less annually, before considering expenses.[20][18]
Consumer behavior & competition
Independent contractors reached 104.3 million globally in 2024, with women representing 72.1% of the salesforce. The United States ranked first among national markets, while 21 markets with at least $1 billion in sales collectively accounted for 92% of global sales, indicating strong geographic concentration of demand.[18]
M&A
Consolidation continued in 2025 and 2026 through asset and distributor-network acquisitions. Zinzino reported an agreement for Sanki's distributor database, customer register, inventory, and intellectual property effective January 1, 2026, and an asset acquisition of the U.S. direct-selling company It Works! completed on January 26, 2026.
Regulation
In September 2024, the FTC reported reviewing 70 publicly available MLM income-disclosure statements and found that most omitted low- or no-earnings participants and participant expenses. FTC guidance states that earnings claims should reflect what a typical person receiving the claim is likely to achieve in income or profit.[20]
Latest news
In April 2026, the FTC announced action against a high-level MLM participant over alleged deceptive earnings claims. The agency cited company disclosures stating that 76.8% of active Total Life Changes participants received no compensation in 2023 and that no more than 0.4% earned over $5,000.[20]

02 Ranking

Top 10 Companies in the Multi Level Marketing Industry

The leading companies in the multi level marketing industry, ranked on market impact, performance, momentum, innovation and brand popularity.

Updated November 10, 2026 · Next review December 10, 2026

Verdict

Vorwerk leads Gitnux's 2026 multi level marketing ranking with an Overall score of 9.6, with operating margin 7.7%. PM-International is the highest-ranked beauty products direct seller at 9.2, with nutrition and beauty direct-selling segment, global.

Ranked by Overall score · How we score ↓

Editor's top 3 picks

Where to start, by need.

  1. #1 Overall · Leader in household direct selling

    Vorwerk

    DE

    Ranked #1 · 9.6 · Household direct selling

    Why we picked it: It sells household products through direct selling at global scale.

    See in ranking ↓Visit vorwerk-group.com ↗

  2. Leader in beauty direct selling

    PM-International

    LU

    Ranked #2 · 9.2 · Beauty direct selling

    Why we picked it: It sells nutrition and beauty products through direct selling across global markets.

    See in ranking ↓Visit pm-international.com ↗

  3. Leader in nutrition MLM

    Herbalife

    US

    Ranked #3 · 8.9 · Nutrition MLM

    Why we picked it: It distributes nutrition shakes and supplements via MLM through independent distributors.

    See in ranking ↓Visit herbalife.com ↗

Pick 1 is the #1 company overall. Picks 2 and 3 are the highest-ranked companies in the top 5 that add a new segment.

Full ranking

Sort by
Top 10 companies in the multi level marketing industry, 2026 – Gitnux ranking
#CompanyOverall ↓Company snapshot
1

Vorwerk

Household direct selling · DE

9.6
2

PM-International

Beauty direct selling · LU

9.2
3

Herbalife

Nutrition MLM · US

8.9
4

Amway

Beauty direct selling · US

8.9
5

Mary Kay

Cosmetics MLM · US

8.5
6

Young Living

Essential oils and wellness products sold through direct selling, global · US

8.5
7

Melaleuca

Wellness and household products via MLM, US and international · US

8.0
8

Infinitus

Herbal health products via direct selling, China · CN

7.9
9

Oriflame

Beauty products via direct selling, Europe and emerging markets · SE

7.8
10

Scentsy

Fragrance and home products via MLM, US · US

7.6

How we score

  • Impact (30%): scale and weight in the market (revenue, market share, employees, market position).

Popularity (brand search demand, 15%) counts toward Overall but is not published as a column. Overall leaves out what is not known.

Scale Scores are shown on a 7–10 scale with one decimal; bars start at 7.0.

Cadence Recalculated when new figures are published; next review December 10, 2026.

Independence. Rankings are editorially independent. Scores, ranks, picks and the verdict follow the method above; no company can pay to change them.

Cite this ranking

APA

Samuel Norberg. (2026, November 10). Top 10 companies in the multi level marketing industry. In Multi Level Marketing Industry Statistics. Gitnux. https://gitnux.org/multi-level-marketing-industry-statistics/#top-companies

report visual · Comparison

Share of global direct selling retail sales by market

United States leads with 22%.

United States22%
Germany12%
Korea10%
China9%
Japan6%
Malaysia6%
source-verifiedwfdsa.org

04 Statistics

Technology & Innovation

Digital investment and integration are recurring themes, with Herbalife’s Herbalife One platform adding to 2023 capital expenditure of $135 million.

Automation in the multi level marketing industry

  • $400 million is Herbalife’s planned multi-year investment in its Herbalife One digital technology program to rebuild member-facing platforms and web-based tools, globally, beginning in 2022.[1]
  • $32.1 million was Herbalife’s 2023 pre-tax expense for its Digital Technology Program, focused on member-facing technology and web-based tools, globally.[1]
  • $164.1 million was Herbalife’s total capital expenditure in 2022, before its subsequent digital-platform investment expanded, globally.[1]
  • $135 million was Herbalife’s 2023 capital expenditure including spending on its Herbalife One digital technology platform, globally.[2]
  • 70% of Herbalife’s sales markets had the company’s redesigned Herbalife.com website live by the end of 2023.[2]
  • $140.1 million was Herbalife’s total capital expenditure in 2023, with most directed to management information systems and enhanced member tools, globally.[1]

Digital Transformation in the consumer goods sector (sector benchmark)

  • Across consumer products, 94% of surveyed supply-chain executives said they were transforming the supply-chain function in 2026.[3]
  • Across consumer markets, 35% of respondents said their companies had integrated digital capabilities end to end in 2026.[4]
  • Across consumer products, 72% of respondents identified enterprise access to real-time supply-chain analytics as an economic-value area for digitization in 2024.[5]
  • Across consumer products, 67% of surveyed executives said digital transformation was necessary to compete in 2025, while 68% were investing in smart technology and automation.[6]

Technology Adoption in the consumer goods sector (sector benchmark)

  • Across consumer products, 66% of leaders said their organizations would increase or strongly increase artificial-intelligence investment over the next three years; survey of 505 leaders in 23 countries.[7]
  • Across consumer goods, 81% of surveyed companies were already using or planning to deploy generative AI in sales, marketing and consumer experiences in 2024.[8]
  • Across retail and consumer packaged goods, 75% of executives called AI a top strategic priority in 2026, while 16.5% said they could quantify a return on AI investment; global executive survey.[6]
  • Across consumer packaged goods, 71% of surveyed leaders said their organizations had adopted AI in at least one business function in 2024; global CPG-leader survey.[9]
  • Across consumer products, 73% of chief executives said planned AI investment for 2026 had increased compared with 2025.[3]
  • Across consumer packaged goods, 56% of surveyed leaders said their organizations were regularly using generative AI in 2024; global CPG-leader survey.[9]

Cloud Computing in the consumer goods sector (sector benchmark)

  • Across EU enterprises, 71.7% of those using paid cloud services used them for office software in 2025.[10]
  • Across EU enterprises, 85.2% of those using paid cloud services used them for email in 2025.[10]
  • Across EU enterprises, 52.74% used paid cloud-computing services in 2025.[10]
  • Across EU enterprises, 30.1% of those using paid cloud services used them for enterprise-resource-planning software in 2025.[10]
  • Across EU enterprises, 71.5% of those using paid cloud services used them for file storage in 2025.[10]

Big Data in the consumer goods sector (sector benchmark)

  • Across consumer goods, 51% identified inability to integrate data from multiple sources as their primary analytics challenge in 2025.[11]
  • Across EU enterprises, 17.62% performed analytics on customer data in 2025.[10]
  • Across EU enterprises, 26.20% performed analytics on transaction records such as sales or payment data in 2025.[10]
  • Across EU enterprises, 33.02% performed data analytics using their own employees in 2025.[10]
  • Across EU enterprises, 40% performed data analytics internally or through another organization in 2025.[10]

Blockchain in the multi level marketing industry

  • 98.89% of Forsage users had Ethereum accounts that did not exist or had not transacted before Forsage’s deployment.[12]
  • 721,000 ETH, valued at $226 million, flowed through the Forsage smart-contract pyramid from its creation through January 2021.[12]
  • More than $300 million in investor funds allegedly ran through the blockchain-enabled Forsage pyramid scheme, according to the SEC’s 2022 allegations.[13]
  • 88% of Forsage users had net losses in the study’s blockchain transaction analysis through January 2021.[12]

05 Statistics

Data & Analytics

Organizations focus on analytics integration and governance, with 29% better data consistency expected for MLM migrations to unified cloud architectures in 2026.

Business intelligence in the multi level marketing industry

  • 29% better data consistency across systems was expected for MLM companies migrating to unified cloud architectures in 2026.[14]
  • 41% of surveyed MLM companies were classified as digital adopters with advanced but incompletely integrated core systems in 2026.[14]
  • 28% higher average order value was expected for direct-selling organizations implementing strategic technology integrations in 2026.[14]
  • 67% faster deployment of new capabilities was expected for MLM companies migrating to unified cloud architectures in 2026.[14]
  • 43% lower IT maintenance costs were expected for MLM companies migrating to unified cloud architectures in 2026.[14]
  • 37% of surveyed MLM companies were classified as digital laggards relying on legacy or outdated systems in 2026.[14]

Data analytics in the multi level marketing industry

  • 31% improvement in resource allocation was expected for MLM organizations implementing advanced analytics platforms in 2026.[14]
  • 22% higher average transaction value was reported by MLM companies with integrated omnichannel capabilities in 2026.[14]
  • 47% higher training engagement was forecast for MLM organizations using AI-powered distributor success systems in 2026.[14]
  • 26% higher repeat-purchase rates were reported by MLM companies with integrated omnichannel capabilities in 2026.[14]
  • 32% lower distributor attrition was forecast in an MLM cosmetics-company case study using an AI-powered distributor system in 2026.[14]
  • 217 business-performance metrics were made visible in a global lifestyle-products MLM case study using an advanced analytics platform in 2026.[14]

Data Quality in the consumer goods sector (sector benchmark)

  • Across retail and consumer goods, 26% of leaders said their data quality was poor compared with competitors in 2024.[15]
  • Across supply-management organizations, 49% rated their data quality as good or excellent in 2024.[16]
  • Across consumer packaged goods, 60% planned to increase investment in data and analytics during the following 12 months in 2024.[5]
  • Across consumer packaged goods, 22% reported that businesses lacked trust in data quality and validity in 2024.[5]

Data Governance in the consumer goods sector (sector benchmark)

  • Across supply-management organizations, 61% had a dedicated data-governance function in 2024.[16]
  • Across retail and CPG companies, 42% identified inconsistent data quality, absent semantic layers and fragmented reporting as critical governance challenges in 2025.[17]
  • Across consumer packaged goods companies, 43% said they struggled with establishing the right level of data governance in 2024.[5]
  • Across retail and CPG companies, 35% reported receiving inconsistent or incorrect answers to data questions in 2025.[17]
  • Across retail and CPG companies, 31% cited the lack of a corporate data strategy and semantic layer as a key challenge in 2025.[17]

KPIs in the multi level marketing industry

  • $163.9 billion in global retail sales was recorded by the direct-selling industry in 2024.[18]
  • 10.3% of global direct-selling independent contractors were aged 65 or older in 2024.[18]
  • 18.1% of global direct-selling independent contractors were aged 55 to 64 in 2024.[18]
  • 0.08% of global direct-selling sales came from Africa and the Middle East in 2024.[18]
  • 21.6% of global direct-selling sales came from Europe in 2024.[18]
  • 24.1% of global direct-selling independent contractors were aged 45 to 54 in 2024.[18]

06 Statistics

Strategy & Growth

Growth activity shows up through consolidation transactions in 2025–2026, including Zinzino’s $30 million fixed purchase price to combine with It Works! in 2026.

Growth in the multi level marketing industry

  • $34.7 billion in U.S. direct-selling retail sales was reported for 2024.[19]
  • 34.3 million preferred customers and discount buyers participated in U.S. direct selling in 2024.[19]
  • $40.5 billion in observed and imputed U.S. retail sales was attributed to MLM participants in 2022.[20]
  • $163.863 billion in global direct-selling retail sales was recorded in 2024, with the industry down 0.05% in constant 2024 U.S. dollars.[18]
  • 14.6 million individuals signed or renewed a U.S. MLM participant agreement in 2022.[20]
  • 5.4 million full- and part-time U.S. direct sellers were counted in 2024, down from 7.7 million in 2020.[21]

Differentiation in the multi level marketing industry

  • $3.4 trillion was the projected global social-commerce market cited by Nu Skin when it acquired Mavely in 2021.[22]
  • Five times was the approximate return Nu Skin reported on its cumulative investment in Mavely since acquiring the platform in 2021.[22]
  • $250 million was the value of Nu Skin’s 2025 strategic transaction involving Mavely, an affiliate-marketing technology platform supporting social commerce capabilities.[22]
  • $14.4 million of Herbalife’s 2025 acquisition allocation related to Pro2col’s developed technology and software.[2]
  • $19 million was the combined asset-purchase consideration for Herbalife’s Pruvit and Pro2col acquisitions in 2025.[2]
  • 9,600 Mexican cities were reached by Betterware’s beauty and personal-care distribution network in 2024 and 2025.[1]

Mergers and acquisitions in the multi level marketing industry

  • 1,843,840 Zinzino B-shares were issued to fund the 2026 combination with It Works!.[23]
  • SEK 20 million was Zinzino’s purchase price for Valentus Global’s distributor database, customer register, inventory and intellectual property in 2025.[24]
  • $19 million was Herbalife’s 2025 asset-purchase agreement for selected assets of Pruvit and Pro2col.[2]
  • $250 million was the announced consideration for Nu Skin’s Mavely transaction, including cash and a minority equity stake in the combined business.[22]
  • $30 million was Zinzino’s fixed purchase price for combining with It Works! in 2026.[23]
  • $1.9 million was the maximum additional consideration tied to future sales from Zinzino’s 2025 Zurvita acquisition.[24]

Strategic partnerships in the multi level marketing industry

  • $8 million was Zinzino’s fixed purchase price for Sanki assets completed on January 1, 2026.[25]
  • $6.5 million in cash was paid by Herbalife to Link BioSciences in April 2025 as part of the company’s personalized-nutrition alliance and acquisition program.[2]
  • SEK 10.4 million was the directed share issue associated with Zinzino’s 2024 strategic partnership with ACN in Europe.[26]
  • 90 days was the volume-weighted average-price period used to set Zinzino’s Sanki share-issue subscription price in 2026.[25]
  • $12 million was the approximate annual turnover of Sanki’s business before its 2026 transaction with Zinzino.[25]
  • $1 million was the investment ACN’s holding company agreed to make in Zinzino alongside the 2024 European partnership.[26]

07 Statistics

People & Workforce

Participant economics and support gaps remain prominent alongside workforce signals, with 16% of former participants reporting forced spending to keep membership active.

Hiring in the multi level marketing industry

  • 43% of surveyed MLM participants cited buying products at a discount as one reason for joining.[27]
  • 29 years was the average age of a first-time MLM participant in the United States.[27]
  • 7.7% of U.S. adults had participated in at least one MLM during their lifetime, according to an AARP survey.[27]
  • 14.6 million people in the United States signed or renewed independent-contractor sales agreements with direct-selling companies in 2022.[20]
  • 12% of surveyed first-time MLM participants were students when they joined.[28]

Employee retention in the multi level marketing industry

  • 39% of former MLM participants said awkwardly pitching friends and relatives was a reason they left.[28]
  • 36% of former MLM participants said they left because they did not make what they expected to earn.[28]
  • 5% of former MLM participants said the company was sold or went out of business.[28]
  • 16% of former MLM participants said they were forced to spend more money than desired to keep their membership active.[28]
  • 10% of former MLM participants said they did not receive enough support or training.[28]

Remote Work in the consumer goods sector (sector benchmark)

  • Across retail and consumer goods organizations, 23% support international hybrid remote-working assignments, according to a 2024 survey.[29]
  • Across retail and consumer goods organizations, 54% support workcations, compared with 65% across all surveyed sectors in 2024.[29]
  • Among U.S. remote-capable employees, 26% worked exclusively remotely in May 2026, while 52% worked in a hybrid arrangement.[30]
  • Across retail and consumer goods organizations, 8% support permanent remote working arrangements, according to a 2024 international mobility survey.[29]
  • Across consumer goods companies, 69% offer some form of work-location flexibility, according to the Flex Index industry benchmark.[31]

Hybrid Work in the consumer goods sector (sector benchmark)

  • Among U.S. remote-capable employees, 52% worked hybrid in May 2026, compared with 26% exclusively remote and 22% on-site.[30]
  • Among U.S. remote-capable employees, 34% of hybrid workers were engaged in May 2026, compared with 37% of exclusively remote workers.[30]
  • Only 11% of U.S. employees benefited from a hybrid policy set jointly by their work team in May 2025.[30]
  • Among U.S. remote-capable employees, 61% preferred hybrid work in November 2025, compared with 33% preferring exclusively remote work and 6% on-site work.[30]
  • Among U.S. remote-capable employees, 54% of hybrid workers were thriving in May 2026, compared with 52% of exclusively remote workers.[30]

Upskilling in the multi level marketing industry

  • 37% of surveyed Indian direct sellers identified customer relationship management as an emerging training requirement.[32]
  • 39% of surveyed Indian direct sellers identified digital-content creation as an emerging training requirement.[32]
  • 40% of surveyed Indian direct sellers identified advanced digital advertising as an emerging training requirement.[32]
  • 26% of surveyed Indian direct sellers received digital-payment-gateway training during the previous year.[32]
  • More than 80% of global direct-selling respondents reported improved communication and interpersonal skills through participation.[18]

Employee Engagement in the consumer goods sector (sector benchmark)

  • Across consumer goods and services organizations, 9% of employees expected to leave within two years in data collected from July 2025 through June 2026.[33]
  • Globally, 20% of employees were engaged in 2025, according to Gallup’s World Poll benchmark.[30]
  • Across consumer goods and services organizations, 18% of employees were thinking of or actively seeking jobs elsewhere in data collected from July 2025 through June 2026.[33]
  • Across consumer goods and services organizations, 72% of employees were engaged in data collected from July 2025 through June 2026.[33]
  • Across consumer goods and services organizations, 89% of employees agreed they knew how their work contributed to company goals in data collected from July 2025 through June 2026.[33]

08 Statistics

Customer & Sales

Sales motions keep leaning on recommendations and repurchase intent, including 66% of consumers willing to repurchase direct-selling products in the following year globally in 2025.

Customer experience in the multi level marketing industry

  • 4.03 out of 5 was the mean satisfaction score for customer-relationship experiences among MLM sales representatives surveyed in Romania in 2022.[34]
  • 4.76 out of 5 was the satisfaction score for product notoriety among MLM sales representatives surveyed in Romania in 2022.[34]
  • 4.07 out of 5 was the satisfaction score for developing skills to understand customer needs among MLM representatives in Romania in 2022.[34]
  • 3.92 out of 5 was the satisfaction score for developing customer-communication skills among MLM representatives surveyed in Romania in 2022.[34]
  • 4.57 out of 5 was the mean satisfaction score for product experiences among 412 MLM sales representatives surveyed in Romania in 2022.[34]

Customer retention in the multi level marketing industry

  • 27.5 million U.S. preferred customers were reported for 2025 in the DSEF Growth and Outlook annual industry sizing report.[21]
  • 454,000 direct-selling active Customers were reported by USANA at the end of fiscal 2024 across 25 geographic markets.[35]
  • 66% of consumers who bought direct-selling products in the previous year said they were willing to repurchase them in the following year globally in 2025.[36]
  • 6.2 million Herbalife Members were reported worldwide at December 31, 2024, including preferred members, distributors and Chinese sales representatives.[2]
  • 27.5 million U.S. preferred customers were reported in the 2024 direct-selling industry sizing study.[21]

Customer acquisition in the multi level marketing industry

  • 21% was the reported increase since 2019 in favorable U.S. consumer perceptions of direct selling in the DSEF consumer-attitudes report.[21]
  • 39% of European direct sellers used social media to generate orders in 2023.[37]
  • 70% of Americans said they felt good about supporting local business owners such as direct sellers, according to the 2025 U.S. direct-selling outlook.[38]
  • 64% of new direct-selling customers came from referrals according to a 2023 Ipsos survey of European direct sellers.[37]
  • 54% of European direct sellers used personal networks to generate direct-selling orders in 2023.[37]

Customer loyalty in the multi level marketing industry

  • 4.58 out of 5 was the satisfaction score for customers’ urge to repurchase products among surveyed MLM representatives in Romania in 2022.[34]
  • 4.76 out of 5 was the product-notoriety satisfaction score among surveyed MLM sales representatives in Romania in 2022.[34]
  • 4.57 out of 5 was the mean product-experience satisfaction score among MLM sales representatives surveyed in Romania in 2022.[34]
  • 90.5% of surveyed MLM sales representatives said they intended to develop their business by recommending the system to prospective representatives in Romania in 2022.[34]
  • 4.03 out of 5 was the mean customer-relationship experience score among MLM sales representatives surveyed in Romania in 2022.[34]

Lead generation in the multi level marketing industry

  • 70% of Americans said they felt good about supporting local business owners such as direct sellers in the 2025 U.S. direct-selling outlook.[38]
  • 54% of European direct sellers identified personal networks as an order-generation channel in 2023.[37]
  • 39% of European direct sellers identified social media as an order-generation channel in 2023.[37]
  • 39% of European direct sellers identified home parties as an order-generation channel in 2023.[37]
  • 64% of new customers were generated through referrals in the 2023 Ipsos survey of European direct sellers.[37]

09 Statistics

Marketing & Brand

Order-generation channels increasingly reflect social platforms, with 39% of European direct sellers using social media to generate orders in 2023.

Marketing in the multi level marketing industry

  • 1,100 MLMs were estimated to operate in the United States in 2022, according to the Direct Selling Association estimate cited by the FTC.[20]
  • 21 markets generated at least $1 billion in direct-selling retail sales in 2024, accounting for 92% of global sales.[18]
  • 21.6% of global direct-selling retail sales came from Europe in 2024.[18]
  • 72.1% of global direct-selling independent contractors were female in 2024.[18]
  • 14.6 million people signed or renewed U.S. multilevel-marketing participant agreements in 2022, according to the Direct Selling Association estimate cited by the FTC.[20]

Digital marketing in the multi level marketing industry

  • USANA distributed its direct/social-selling products in more than 50 countries in 2020.[1]
  • USANA had approximately 388,000 active direct-selling customers worldwide on September 27, 2025.[35]
  • More than 400,000 USANA Brand Partners operated across more than 50 countries in 2020, supported by online and social-selling infrastructure.[1]
  • 53% of USANA direct-selling segment sales came from Brand Partners during the nine months ended September 27, 2025.[35]
  • 43% of USANA’s active direct-selling customer base consisted of Brand Partners in the quarter ended September 27, 2025.[35]

Branding in the multi level marketing industry

  • 49% of surveyed consumers identified better customer service as an area needing improvement in direct selling in 2025.[36]
  • 75% of surveyed direct-selling participants reported increased productivity in WFDSA’s 2025 socioeconomic-impact research.[18]
  • More than 70 million women participated in global direct selling in 2024, according to WFDSA’s socioeconomic impact report.[18]
  • 45% of surveyed consumers identified improved return or exchange policies as an area needing improvement in direct selling in 2025.[36]
  • Nearly 60% of surveyed direct-selling participants reported improved technological and marketing skills in WFDSA’s 2025 socioeconomic-impact research.[18]

Social media in the multi level marketing industry

  • 63% of surveyed consumers cited YouTube as a way they discovered the direct-selling industry in the 2025 IDSA-Ipsos survey.[36]
  • Nine of 10 social-media posts identified in the 2024 Shaklee DSSRC inquiry were removed following the company’s compliance efforts.[39]
  • Three social platforms—Facebook, TikTok and YouTube—were included in the Partner.Co DSSRC review of direct-selling claims in 2025.[39]
  • Four of 10 social-media posts identified in the 2026 Melaleuca DSSRC inquiry remained publicly accessible after the company’s response.[39]
  • One of 10 social-media posts identified in the 2024 Shaklee DSSRC inquiry remained after the company’s response.[39]

Influencer Marketing in the consumer goods sector (sector benchmark)

  • 96.39% positive campaign sentiment was recorded for CPG influencer campaigns in 2025.[40]
  • 22.2% brand lift was recorded for CPG influencer campaigns in 2025.[40]
  • 24% of consumers globally bought products from influencers or celebrities in October–November 2024, according to a consumer-product and retail survey.[41]
  • 8.8% consideration lift was recorded for CPG influencer campaigns in 2025.[40]
  • 46% of FMCG/CPG marketers had dedicated and growing creator or influencer budgets in 2026.[42]

10 Statistics

Operations & Execution

Execution metrics emphasize distribution timing and partner networks, including USANA’s 72 hours typical maximum shipping time after order receipt in 2024.

Process optimization in the multi level marketing industry

  • 1,000 distribution points and partner retail locations served Herbalife members worldwide in 2024 after the company consolidated locations in Mexico to improve distribution efficiency.[1]
  • 354,000 square feet was the size of USANA’s Salt Lake City headquarters facility, which included manufacturing, quality control, distribution and research functions in 2024.[1]
  • 3 years was the general term of Herbalife’s product-supply contracts with contract manufacturers in 2024.[1]
  • 72 hours was USANA’s typical maximum shipping time after receipt of an order in its 2024 fiscal year.[1]
  • 31,000 square feet was the size of USANA’s Tianjin manufacturing facility producing skincare products for China in 2024.[1]

Operational efficiency in the multi level marketing industry

  • 40% to 43% of Nu Skin’s core revenue typically represented sales-force compensation in its 2024 operating model.[1]
  • $1.73 billion was Nu Skin’s 2024 revenue, including a negative foreign-currency effect of $76 million.[1]
  • 85% to 90% of revenue was Nu Skin’s typical operating-expense range under its disclosed 2024 operating model.[1]
  • $40 million to $60 million was Nu Skin’s expected 2024 capital-expenditure range for operating and growth needs.[1]
  • 32% was Nu Skin’s year-over-year revenue growth in its Rhyz segments during 2024.[1]

Quality management in the multi level marketing industry

  • $190.242 million was Nu Skin’s net inventory balance at December 31, 2024.[1]
  • 2 product-protection tools—shipping tags and packaging adjustments—were used by Herbalife on certain shipment lanes to help preserve product quality.[1]
  • $279.978 million was Nu Skin’s net inventory balance at December 31, 2023, before its 2024 inventory reduction.[1]
  • $65.7 million was Nu Skin’s third-quarter 2023 inventory write-off associated with rebalancing and narrowing its product portfolio.[1]
  • More than 50 contract manufacturers were used by Herbalife in 2024, with quality and volume suitability identified as supplier requirements.[1]

Supply chain in the multi level marketing industry

  • 95 markets were supplied by Herbalife in 2024 through company-operated and outsourced distribution infrastructure.[1]
  • 3 years was the general duration of Herbalife’s product-supply contracts with contract manufacturers in 2024.[1]
  • 354,000 square feet was the size of USANA’s headquarters manufacturing and distribution facility in Salt Lake City in 2024.[1]
  • 72 hours was USANA’s typical order-to-shipment window in its fiscal year ended December 28, 2024.[1]
  • More than 50 contract manufacturers supplied Herbalife products globally in 2024.[1]

Outsourcing / Offshoring in the consumer goods sector (sector benchmark)

  • 67% of brand owners plan to maintain or increase their use of contract packaging or manufacturing services in the coming years, based on a 2024 survey.[43]
  • 42% of consumer packaged goods brand owners plan to increase outsourced work over the next two to three years, according to a 2026 survey.[44]
  • 30% of output is outsourced on average by brands surveyed across CPG, industrial manufacturing and pharmaceuticals in 2025.[45]
  • 25% of surveyed consumer packaged goods brands outsource none of their operations, while most others outsource between 1% and 49%, in 2026.[44]
  • About 40% of surveyed manufacturing professionals outsource more than half their production, spanning CPG, industrial manufacturing and pharmaceuticals, in 2025.[45]

11 Statistics

Finance & Pricing

FTC-reviewed disclosures continue to shape pricing and earnings expectations, including $84 or less per month as the equivalent of annual income of $1,000 or less.

Pricing strategy in the multi level marketing industry

  • $13.66 was the potential retail profit on Herbalife’s example product before shipping and taxes in the United States in 2024.[46]
  • 9% of global direct-selling retail sales came from China in 2024.[18]
  • 7% was the maximum production-bonus payout rate Herbalife reported for its 2024 marketing plan.[2]
  • 21% of global direct-selling retail sales came from the United States in 2024.[18]
  • 50% was the maximum distributor discount Herbalife applied to suggested retail prices in its 2024 marketing plan.[2]

Cost reduction in the multi level marketing industry

  • 50 of 70 MLM income disclosures reviewed by the FTC addressed expenses, but most did so less prominently than income figures in 2023.[20]
  • $84 or less per month was the average equivalent of annual income of $1,000 or less for the vast majority of participants in the FTC’s 2023 MLM review.[20]
  • 50% was the maximum Herbalife distributor discount reported in the company’s 2024 marketing plan.[2]
  • 71% of supplier spending in direct selling went to domestic vendors according to WFDSA’s 2025 socioeconomic report.[18]
  • $1,000 or less was the annual income received by the vast majority of participants across the MLM disclosures analyzed by the FTC in 2023, before expenses.[20]

Profitability in the multi level marketing industry

  • 28,000 Herbalife sales leaders operated as independent service providers in China as of December 31, 2024.[2]
  • $4,982 was the monthly earnings threshold exceeded by the top 10% of other U.S. Herbalife distributors in 2024.[46]
  • $268 was the monthly earnings threshold exceeded by 50% of other U.S. Herbalife distributors who earned money in 2024.[46]
  • $5,389 was the monthly earnings threshold exceeded by the top 1% of first-year U.S. Herbalife distributors in 2024.[46]
  • 102,000 U.S. Herbalife distributors earned money from their sales and sponsored sales in 2024.[46]

Financial planning in the multi level marketing industry

  • 63 of 70 MLM income disclosures reviewed by the FTC included a disclaimer that reported income was not necessarily representative or guaranteed in 2023.[20]
  • 24 of 70 MLM income disclosures reviewed by the FTC excluded participants classified as inactive or similarly categorized in 2023.[20]
  • 27 of 70 MLM income disclosures reviewed by the FTC provided the percentage of participants receiving no payments in 2023.[20]
  • 21 of 70 MLM income disclosures reviewed by the FTC provided at least some median-income data in 2023.[20]
  • 32 of 70 MLM income disclosures reviewed by the FTC presented high and low dollar amounts for each listed participant cohort in 2023.[20]

12 Statistics

Product & Service

Wellness remains the product core within MLM-like direct selling, while Herbalife’s weight-management products represented 55.4% of 2024 net sales.

Product development in the multi level marketing industry

  • 26% of Herbalife’s net sales came from its Formula 1 Nutritional Shake Mix product line in 2024.[2]
  • 140 product types were sold by Herbalife worldwide in 2024 across weight management, targeted nutrition, energy and sports, outer nutrition, and other categories.[2]
  • 55.4% of Herbalife’s 2024 net sales came from weight-management products.[2]
  • 29.7% of Herbalife’s 2024 net sales came from targeted-nutrition products.[2]
  • 95 markets were served by Herbalife products at December 31, 2024.[2]

Product lifecycle in the multi level marketing industry

  • $5,062.4 million was Herbalife’s total net sales in 2023.[1]
  • 29.2% of Herbalife’s net sales came from targeted-nutrition products in 2023.[2]
  • 1.7% of Herbalife’s net sales came from outer-nutrition products in 2023.[2]
  • 11.1% of Herbalife’s net sales came from energy, sports, and fitness products in 2023.[2]
  • 1.6% of Herbalife’s net sales came from outer-nutrition products in 2022.[2]

After-sales in the multi level marketing industry

  • $165.0 million in service fees to Herbalife’s independent service providers in China were recorded in 2023.[2]
  • 66% of consumers identified local distributors or direct sellers as an influence when purchasing direct-selling products in the Ipsos survey.[36]
  • 134,600 people attended Herbalife Extravaganza training events globally in 2024.[1]
  • $149.8 million in service fees to Herbalife’s independent service providers in China were recorded in 2024.[2]
  • 29% of consumers identified telemarketing or phone calls as an influence when purchasing direct-selling products.[36]

Value proposition in the multi level marketing industry

  • 92% of global direct-selling retail sales were generated by markets with at least $1 billion in sales in 2024.[18]
  • 34.7 billion dollars in U.S. direct-selling retail sales were estimated for 2024.[21]
  • 21 markets generated at least $1 billion in direct-selling retail sales in 2024.[18]
  • $2.28 of U.S. economic impact was generated for every $1 of direct-selling retail sales in 2024.[21]
  • 104.3 million independent contractors participated in global direct selling in 2024.[18]

13 Statistics

Sustainability & Ethics

Sustainability reporting appears in product and packaging outcomes, such as Nu Skin using over 24 tons of recycled plastic in 2024 globally.

Sustainability in the multi level marketing industry

  • More than 24 tons of recycled plastic were used by Nu Skin in 2024 globally.[22]
  • 1.4 tons of paper were avoided by Nu Skin’s environmental initiatives in 2024 globally.[22]
  • 104.27 tons of material were recycled at Nu Skin’s headquarters in 2024.[47]
  • 8.5 tons of plastic were avoided by Nu Skin’s environmental initiatives in 2024 globally.[22]
  • 100% of Nu Skin’s palm and palm-derived personal-care ingredients were sourced through RSPO models in 2024 globally.[22]

ESG in the multi level marketing industry

  • More than $4.6 million was donated by Nu Skin globally to social and conservation causes in 2024.[22]
  • More than 850 million meals had been purchased and donated through Nourish the Children since 2002 by 2024.[22]
  • 25% of Nu Skin’s palm-derived ingredients, totaling 88 tons, were procured through book-and-claim in 2024.[47]
  • 3,860.89 metric tons of location-based Scope 1 emissions were reported by Nu Skin for 2024.[47]
  • More than 2,000 Nu Skin volunteers participated in global service projects in 2024.[22]

Ethics in the multi level marketing industry

  • 560 business-opportunity and earnings claims were brought to direct-selling companies’ attention by DSSRC in 2025.[39]
  • More than 20 million Americans were affiliated with MLM firms, according to 2022 academic research.[48]
  • More than 5 million Americans were involved in full- or part-time work with an MLM firm in 2016.[48]
  • 14.6 million U.S. individuals participated in MLMs in 2022, according to the FTC’s review of industry data.[49]
  • 7.7% of U.S. adults had participated in at least one MLM, according to the AARP study cited by the FTC.[49]

CSR in the multi level marketing industry

  • More than 1,400 children’s heart surgeries took place through Nu Skin-supported funds in 2024.[22]
  • More than 30 million meals were purchased and donated through Nu Skin’s Nourish the Children program in 2024.[22]
  • More than 32,000 children’s heart surgeries had been performed through Nu Skin funds since 1999 by 2024.[22]
  • More than 850 million meals had been purchased and donated through Nu Skin’s Nourish the Children initiative since 2002.[22]
  • More than $4.6 million was donated by Nu Skin globally to charitable and conservation causes in 2024.[22]

Circular economy in the multi level marketing industry

  • More than 24 tons of recycled plastic were used in Nu Skin products and packaging in 2024.[47]
  • 8.5 tons of plastic use were avoided through Nu Skin environmental initiatives in 2024.[47]
  • 3.6 tons of biobased renewable plastic were used by Nu Skin in 2024.[47]
  • 1.4 tons of paper use were avoided through Nu Skin environmental initiatives in 2024.[47]

Carbon footprint in the multi level marketing industry

  • 95% of Nu Skin’s export volume by weight was transported by ocean freight or trucks in 2024.[47]
  • 3,860.89 metric tons of location-based Scope 1 carbon-dioxide-equivalent emissions were reported by Nu Skin in 2024.[47]
  • 40% of Nu Skin’s international transportation partners participated in EPA SmartWay in 2024.[47]
  • More than 53% of Nu Skin’s exported U.S. truck shipments used CARB-compliant equipment in 2024.[47]

15 Statistics

Globalization & Expansion

Geographic concentration is visible in 2024, with Asia/Pacific holding $66.058 billion in sales and Europe following with 21.6% share.

Globalization in the multi level marketing industry

  • $10.20 billion in direct selling retail sales were recorded in Malaysia in 2024.[18]
  • 104.3 million independent representatives participated in direct selling worldwide in 2024.[18]
  • 37.3% of global direct selling retail sales came from the Americas in 2024.[18]
  • $163.9 billion in retail sales were generated by the global direct selling industry in 2024.[18]
  • $7.84 billion in direct selling retail sales were recorded in Brazil in 2024.[18]

Cultural adaptation in the multi level marketing industry

  • $44 billion in commissions were generated for women participating in global direct selling in 2024.[18]
  • More than 80% of direct selling survey respondents reported improved communication and interpersonal skills through participation.[18]
  • 24.1% of independent direct selling representatives worldwide were aged 45–54 in 2024.[18]
  • 26% of U.S. direct selling participants were Hispanic, according to industry research cited by the Direct Selling Education Foundation.[21]
  • 16.4% of independent direct selling representatives worldwide were aged 25–34 in 2024.[18]

Supplier management in the multi level marketing industry

  • 4 elements were used by Herbalife to assure quality for products manufactured at outside facilities in 2024.[2]
  • $286.6 million in external-customer revenue was generated by Nu Skin’s Rhyz companies in 2024.[47]
  • 78.85% of Hiya Health Products was acquired by USANA in December 2024, expanding its direct-to-consumer supply and product platform.[35]
  • 1 manufacturing subsidiary accounted for more than 10% of Nu Skin’s product purchases in 2024, while no third-party supplier exceeded that threshold.[47]
  • 1 new distribution strategy consolidated many Herbalife distribution points in Mexico during 2024 to improve efficiency.[2]

Stakeholder management in the multi level marketing industry

  • 8.09 million independent representatives operated in South Korea’s direct selling market in 2024.[18]
  • 70 million women worldwide participated in direct selling in 2024, representing a major stakeholder group for the industry.[18]
  • $44 billion in commissions were generated for women participating in direct selling worldwide in 2024.[18]
  • 12.18 million independent representatives operated in the U.S. direct selling market in 2024.[18]
  • 2.75 million independent representatives operated in Brazil’s direct selling market in 2024.[18]

Distribution channels in the multi level marketing industry

  • 454,000 active direct selling customers were reported by USANA at the end of 2024.[35]
  • $521.5 million in direct revenue was generated in the Americas, EMEA and APAC combined in the year ended June 2024.[1]
  • 25 geographic markets were served by USANA through its direct selling distribution model in 2024.[35]
  • 71% of surveyed consumers identified social media as an influence when purchasing direct selling products.[36]
  • 66% of surveyed consumers identified local distributors or direct sellers as an influence when purchasing direct selling products.[36]

Key questions about the multi level marketing industry

How big is the multi-level marketing market?
Global direct-selling retail sales reached $163.9 billion in 2024, used as the closest consistently reported proxy for the MLM industry.
Is the market growing?
Global retail sales were essentially flat year over year in 2024, and the industry down 0.05% in constant 2024 U.S. dollars.
Which companies lead the multi level marketing industry?
Vorwerk leads Gitnux's 2026 multi level marketing ranking with an Overall score of 9.6, with operating margin 7.7%. PM-International is the highest-ranked beauty products direct seller at 9.2, with nutrition and beauty direct-selling segment, global.
What technology shifts are happening inside MLM programs?
Surveyed results in 2026 point to automation and integration efforts: 67% faster deployment of new capabilities and 43% lower IT maintenance costs for unified cloud architecture migrations.
How is the market structured by participants and regions?
There were 104.3 million independent contractors in 2024, with Asia/Pacific at 40.3% of sales and the Americas at 37.3%.
What earnings issues drive regulatory scrutiny?
FTC analysis found many participants received no payments and the vast majority received $1,000 or less annually before expenses; in 2023 disclosures, no more than 0.4% earned over $5,000.
Reference

Cite This Report

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APA
Samuel Norberg. (2026, November 10). Multi Level Marketing Industry Statistics. Gitnux. https://gitnux.org/multi-level-marketing-industry-statistics
MLA
Samuel Norberg. "Multi Level Marketing Industry Statistics." Gitnux, 10 Nov 2026, https://gitnux.org/multi-level-marketing-industry-statistics.
Chicago
Samuel Norberg. 2026. "Multi Level Marketing Industry Statistics." Gitnux. https://gitnux.org/multi-level-marketing-industry-statistics.

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