Income from the direct sale of various products in Lithuania is most attractive to already working urban women with a university education, whose average age is 48 years. This was revealed by the European Direct Trade Association „Seldia“ commissioned international survey. The study also showed that among the 12 European countries, Lithuania stood out with the greatest inclination towards self-employment and entrepreneurship.
According to the research, as many as 9 out of 10 (90%) sellers of direct trade companies in Lithuania are women, such a trend is typical for the whole of Europe (85% women).
“Such a high involvement of women is naturally determined by the very specifics of the direct trade market – cosmetics, wellness products, and household items are the largest product categories, which are largely aimed at a female audience,” comments Gintautas Zaleckas, Director and General Secretary of the Lithuanian Direct Trade Association for the Baltic States.
In addition, according to him, direct selling is of most interest to business women with family responsibilities due to the flexibility of work schedules and additional income opportunities. Another significant reason for the involvement of Lithuanian women in direct trade is the inclination to self-employment and entrepreneurship. More than a quarter (26%) of surveyed Lithuanian sellers considered starting their own business before choosing direct trade. “In this feature, Lithuania stands out from the other surveyed countries – the overall European average is 17%, so this Lithuanian result was a pleasant surprise,” says G. Zaleckas.
The most common incentives for Lithuanians to engage in direct trade are the opportunity to purchase goods at a discount (70%), favorite products (63%) and the possibility of additional income (49%), as well as the belief in the values/goals of the brand (45%). ), the opportunity to improve their (their family’s) quality of life (41%), the opportunity to expand their circle of acquaintances (37%) or the desire to develop entrepreneurial skills (27%).
Almost half (46%) of the respondents have been engaged in direct sales for 7 years or more, which shows great experience and dedication. Even 80 percent of direct sellers feel a connection with the offered products or services, and 74 percent with the values of the brand and the goals of the represented company.
Direct trade is mostly a flexible additional activity: about 75 percent. surveyed sellers-consultants of direct trade companies in Lithuania have another full-time or part-time job (68% in all of Europe), and 70% devotes up to 8 hours per week to direct sales.
In Lithuania, people of various ages are engaged in direct sales – both students and seniors, and the most active segment is people aged 35-44, who make up more than half of all sellers (55%). Most of them are people with higher university education (74%) and living in the city (69%).
The study will be conducted in the II-III quarter of 2023. Conducted by the global market research agency Ipsos on behalf of Seldia, the European Direct Trade Association. During the research in 12 European countries[1] 25,896 independent sellers-consultants of direct trade companies were interviewed by means of an online survey, of which 784 were in Lithuania.
About the Lithuanian Direct Trade Association
The association unites the leading direct trade companies in Lithuania and represents the interests of its members and other persons related to direct trade. The Lithuanian Direct Trade Association promotes the observance of high business standards and ensures that the members of the Association and their related sellers follow the Code of Ethics in their activities. The association in Lithuania unites such direct trade companies as “Amway”, “Oriflame”, “Mary Kay”, “Herbalife”, “Lux”, “Nature’s Sunshine”, “Neolife”, “NL Europe”, “Tiens”, “Zinzino”. .
More information:
Gintautas Zaleckas, Director and General Secretary of the Lithuanian Direct Trade Association for the Baltic States, mobile +370 683 20129, e-mail: [email protected].
[1] in Estonia, Czech Republic, Spain, Italy, Latvia, Poland, Lithuania, Holland, France, Slovakia, Sweden, Germany.
Press release
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– 2024-04-04 08:01:38
