Industry Statistics and Research

The direct selling industry is a dynamic segment of our economy, with 1.3 million Canadians involved on the selling side and over 14 million involved as consumers. Industry and economic data backs up the importance of direct selling to Canada.

To support direct selling, the DSA completes a regular Socio-Economic Impact Study, coordinates other research projects and collects data from third-party sources, such as Statistics Canada, the US Direct Selling Association and the World Federation of Direct Selling Associations.

Industry Statistics

Canadian Industry

  • 75+ companies utilizing a direct selling model in Canada
  • 1.3 million independent sales consultants (ISCs)
  • $2.58 billion in annual sales
  • $924 million in annual personal revenue to ISCs
  • $857 million in national and local taxes paid out annually:
    • $568 million in direct tax revenue
    • $289 million in indirect and induced tax revenues.
  • $5+ billion total economic impact (direct & indirect benefits)

Global Industry

  • US $189.6 billion in annual sales
  • Over 100 million independent sales consultants
  • Canada is one of 24 countries with sales exceeding one billion US dollars in 2017
  • Canada ranks eleventh globally in direct selling sales in 2017

Customers

  • Geographic Split: Rural (21%); urban (47%); suburban (32%)
  • Age Ranges: 18-34 = 28%; 35-49 = 34%; 50-64 = 27%; 65+ = 11%
  • Top Reasons for Utilizing Direct Selling:
    • Relationship with ISC (85%);
    • Product Quality (82%); Customer Service (69%);
    • Brand (59%);
    • Convenience (56%); and
    • Value (55%)

Independent Sales Consultants (ISCs)

  • 1.3 million ISCs across Canada
  • Gender: 82% female; 18% male
  • Geographic Split: 31% rural; 36% urban; 33% suburban
  • Age Ranges: 18-34 = 32%; 35-54 = 41%; 55-64 = 16%; 65+ = 11%
  • Primary Language: English is the primary language for 75% of ISCs; French for 20%; other primary languages include Mandarin, Cantonese, Hindi, Spanish, Italian, German, Punjabi, Arabic, and Portuguese
  • Marital Status: 68% married/cohabiting; 19% never married; 10% are divorced or separated; 3% widowed
  • Distribution by Province: There are ISCs in every province and territory of Canada, ranging from 35% of total ISCs in Ontario and 16% in Alberta to 0.1% in the Northwest Territories and 3.9% in Nova Scotia
  • Charity: 91% of ISCs give to charity (compared to a national average of 85%.)
  • Education: 8% of ISCs have graduate or professional degrees; 32% have undergraduate degrees; 34% have completed some post-secondary education; 23% have graduated from high school; 3% have not graduated from high school
  • 95% of ISCs would recommend becoming an ISC to others
  • 24% have been an ISC for more than 10 years
  • Percentage of ISC household income from direct selling: 82% derive less than 10%; 15% derive 10%-49%; 3% derive 50%+.
*Statistical information comes from multiple sources including the 2016 Socio-Economic Impact of Direct Selling in Canada and is updated as new data becomes available.