France remains a key player in the network marketing market in Europe and worldwide, demonstrating steady growth in MLM sales and boasting over 800,000 distributors among the local population. What are the specific features of conducting MLM business in the country, and what factors are driving its growth today? Let's explore.
Dynamics of the French economy
France is a Western European country with a highly developed and open economy, as well as a favorable business climate. Its economy ranks 3rd in Europe and 7th globally in terms of nominal GDP.
According to the International Monetary Fund, in April 2024, France's GDP reached $3.130 trillion, with a GDP per capita of $47,359. The country's GDP is expected to grow by 1.3% in 2025.
France's high quality of life, stable business environment, modern infrastructure, and favorable legal framework attract a large number of foreign entrepreneurs and investors. It’s no surprise that France has been recognized as the most attractive and promising place for business development in Europe for several consecutive years.
According to data from Business France, in 2023, foreign investors completed 1,815 deals in France. The total amount of foreign investments reached $36.4 billion, which is a 17.9% increase compared to the previous year.
To maintain a prosperous business environment in the country, the French government has introduced numerous grant programs, a simplified business registration system, and tax incentives. Foreigners who seek to develop and register their businesses in France have access to the same funding programs, tax credits, and other government support as local entrepreneurs.
Features of direct sales in France
The MLM industry in France began its development in the 1960s, growing rapidly and making a significant contribution to the country's economy. Today, the network marketing market in France ranks 2nd in Europe and 9th in the world by sales volume.
According to research by the WFDSA (World Federation of Direct Selling Associations), the MLM market in France has already exceeded $4.3 billion in value.
The active growth of MLM business in France is primarily driven by the digitalization of sales and recruitment processes, as well as the high level of trust that the local population has in this model. This allows companies to find clients and attract partners much more quickly. More than 55% of French consumers regularly purchase products from MLM companies, and 83% of distributors are highly satisfied with their work in network marketing.
The most effective tools for attracting clients and partners to the network marketing business in France today are social media, used by 74% of distributors, and video conferencing, utilized by 54%.
As for the product categories in highest demand in the French MLM market, the leading sectors are:
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food and beverages – with sales reaching $1.5 billion, accounting for 33% of the market;
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home goods – revenue in this category grew to $1.2 billion in 2022, with a 27% market share;
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wellness – the sector's value in direct sales in France is $552 million, or 12% of the market;
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cosmetics and personal care/clothing and accessories – these two categories each hold a 9% market share, generating $414 million in sales.
All activities within the network marketing industry in France are strictly regulated by the Direct Selling Association (FVD) and the country's legal standards, which aim to protect consumer rights and ensure transparent and fair business practices. If you want to develop your MLM business in France, you are required to comply with all legal requirements, ensure the transparency of your marketing plan, provide accurate product labeling, and offer truthful information regarding potential income for partners.
MLM companies in France also register their distributors under specific commercial statuses. The most commonly used statuses include commercial agent, independent home seller, and employee with specific technical or legal skills. The assigned status depends on the nature of the company’s products and the distributor’s working hours.
Top MLM companies in France
France's favorable business environment continues to attract an increasing number of MLM projects each year. Out of more than 6,000 network marketing companies operating in the country, we have highlighted the 5 most popular ones:
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Amway
Website - amwayglobal.com
Products: nutritional supplements, cosmetics, household products
Amway Corporation first entered the market in the United States in 1959 and is now known in more than 100 countries around the world. The company is positioned as a manufacturer of environmentally safe products that improve people's lives and health. In France, Amway products are in great demand, and the total number of its distributors in the country is about 60 thousand.
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Usana
Website - usana.com
Products: dietary supplements, care cosmetics
Founded in 1992, the American company Usana is widely popular in the network market in France. Usana sells unique vitamin complexes, nutrition products and cosmetics based on natural ingredients. Attracting 480+ thousand independent partners and more than 1.4 million customers, the company is recognized as a global MLM leader in the field of health.
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Captain Tortue Group
Website - fr.captaintortue.com
Products: clothing and accessories
Captain Tortue was founded in France in 1991. The company produces stylish women's clothing and promotes it through a network of fashion advisors. According to Captain Tortue, their main mission is to enable every woman to feel confident and independent. Attracting 600,000 customers across Europe, the company has reached annual revenues of $81 million.
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Boisset Collection
Website - boissetcollection.com
Products: wine and other beverages
French corporation Boisset Collection, founded in 1961 is a family business that has grown into one of the most prestigious wine corporations in the world. Producing exquisite wines, the company is committed to sharing its innovative vision of winemaking and business. Boisset products are sold in 80 countries through independent distributor structures.
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Victoria Benelux
Website - victoria-benelux.com
Products: jewelry
Victoria Benelux entered the networking market in 1991 in Belgium. The main goal of the company is to help women in self-actualization by providing them with a flexible income. By creating a collection of high quality jewelry made of gold, silver and precious stones, Victoria Benelux has become a leader in the jewelry market not only in France, but throughout Europe.
Summary
France's highly developed economy, open network marketing market, and growing public trust in this sector create favorable conditions for both the development of existing MLM businesses and the launch of new projects in the country. However, to successfully operate an MLM business in France, it is essential to understand the nuances of local legislation, develop a transparent compensation plan, and implement software that facilitates efficient management of all processes.
