The doorbell rings and a salesperson offers goods.

Whether kitchen appliances, perfumes, jewelry, or dog food: By selling such products through direct sales, companies in Germany have brought in some extra cash. Sales increased by 2.8 percent to 20.9 billion euros from 2022 to 2024, according to the German Direct Selling Association (BDD) in Berlin.

This means that growth has slowed significantly; in 2022, direct sales recorded an increase of 6.6 percent – ​​within a single year, not two. This was also due to catch-up effects from the previous coronavirus downturn. But even before that, growth had been stronger than recently; in 2019, the increase compared to 2018 was five percent.

The market analysis now presented covers a two-year period; previously, the association had conducted surveys on an annual basis. The number of salespeople active in direct sales, generally self-employed on a commission basis, was 908,000 in Germany in 2024—according to the data, this figure had not changed since 2022.

The German Direct Selling Association (BDD) viewed the development positively. The figures show that direct selling is proving to be "remarkably resilient" despite inflation, geopolitical uncertainties, and other negative aspects. "While many industries are struggling with consumer restraint, direct selling demonstrates that trust, personal contact, and high-quality products remain highly valued," says BDD Chairwoman Elke Kopp, who, in addition to her role at the association, is also Managing Director of the cosmetics company Mary Kay – a company that also relies on direct selling.

Direct selling means that companies sell goods and services directly to customers, avoiding the detour through retail outlets. Salespeople ring doorbells or visit consumers' homes, workplaces, or other locations outside of traditional stores by appointment to provide advice and conduct demonstrations.

There are also online shows and online sales meetings. One example is the Vorwerk Thermomix kitchen appliance, which is presented in the home of a potential customer and her friends. Telecommunications companies like Vodafone and energy companies like Eon also use direct sales.