Network Marketing Market in Europe 2025: Growth Trends and Forecasts

The European direct selling market maintains resilience and shows moderate growth amid changes in consumer behavior and the digitalization of sales channels. According to data from the European association Seldia, direct selling in Europe reached €29.7 billion in 2023, and by 2025, the size of the direct selling market in Europe is approximately €43.6 billion. The strongest categories include beauty and health, personal care, and household goods. These benchmarks are important for network-marketing companies in Europe planning expansion into European markets in 2025. Additionally, it's worth considering that the direct selling market in Europe is undergoing a phase of active transformation. For owners of MLM companies considering business scaling, it's crucial to understand which countries in the region are most promising, what trends are shaping the future of the industry, and what risks to account for.

In this article, we will break down the key growth points of the direct selling market in Europe in 2025, highlight promising countries for developing network marketing businesses, and show which directions are currently most attractive for MLM companies.

Direct Selling Market in Europe: Growth Trends 2025

Europe remains one of the largest regions for direct selling in the world. According to forecasts, in 2025, the market will continue to demonstrate active MLM growth in Europe thanks to digital distribution channels, multichannel sales models, and sustained demand in health and beauty categories. However, the industry's development is not limited to these areas alone. Below, we will examine the key trends shaping the future of MLM in Europe, including digitalization in direct selling.

1. Digitalization of Channels and Omnichannel Approach

European consumers are increasingly buying online: in 2024, 77% of EU internet users made at least one online purchase per year. This raises requirements for omnichannel chains: personal meetings, social media, marketplaces, and online stores must function as a unified funnel. For direct selling in Europe, this means transitioning from "offline" communication to end-to-end customer scenarios (attraction - onboarding - support - repeat sales), based on modern IT platforms for network marketing, analytics, and mobile apps for MLM.

Practical Takeaway. Companies integrating e-commerce, distributor personal accounts, payments, and delivery into a single interface achieve increased conversion and manageability. We recommend starting with an audit of user journeys and building unified customer data, which will allow for more accurate sales dynamics forecasting and retention strategies.

2. Trend Toward Healthy Lifestyle and Beauty

The beauty and health category holds leadership in share and growth rates; these are products that are easier to explain and simpler to resell repeatedly. Self-care remains a stable foundation, especially in countries with strong beauty traditions (France, Italy, Spain). Household goods show sustained demand as useful everyday items. For network-marketing companies in Europe, this reduces dependence on situational demand and supports stability.

Recommendation. If you're entering the market for the first time, choose a narrow focus line (e.g., functional vitamins or skincare) and scale the assortment after validating retention metrics and repeat orders. This aligns well with health & wellness MLM and beauty & personal care MLM trends.

3. Distributor Profile

According to SELDIA data, in 2023, the distributor base in Europe shrank to 5.2 million people. Women still make up a significant portion of participants, and the age structure is shifting toward 45+. This means companies need to adapt training and motivation approaches, emphasizing convenient digital tools: mobile interfaces without unnecessary complexities, transparent reward systems, and simple order processing scenarios.

Practical Takeaway. Provide distributors with a minimally necessary digital ecosystem that's maximally automated for your business needs: quick orders, a clear dashboard with bonus calculations and reports, social media templates, and scripts for various funnels. Read more about automation in MLM.

4. Regulation and Transparency

European regulators are intensifying focus on consumer rights protection and combating pyramid schemes. This raises requirements for marketing plans, product verification, and recruiting materials. Companies that design legally compliant marketing plans and communications in advance find it easier to scale and localize. We suggest checking out our blog on the legal specifics of MLM businesses.

Top Countries in Europe for Launching and Scaling Network-Marketing Companies

Below, we have prepared an analytical overview of countries where the combination of market capacity, regulatory predictability, and digital maturity creates the best conditions for direct selling in Europe in 2025.

Germany

Why Now. Germany remains the leader in the EU for direct selling market volume. According to Direct Selling News, turnover exceeded €20.89 billion in 2024, representing a 2.8% growth compared to 2023. Additionally, retail online sales of goods grew to €80.6 billion (+1.1%) and are forecasted to reach +2.5% in 2025. This dynamic is explained not only by the economy's size but also by high trust in digital sales channels and a stable financial base among consumers, making MLM in Germany particularly promising.

What Works. Sustained demand for beauty and health products and household goods, combined with an omnichannel approach (online + offline + customer-oriented service).

Features. Tightening requirements for transparency in marketing offers and service quality creates a barrier for MLM companies entering the German market but simultaneously builds customer trust and strengthens positions for those complying with these norms.

For a detailed analysis of the market structure and consumer behavior in Germany, we suggest exploring the article on how network marketing is developing in the country.

Poland

Why Now. Poland ranks in the top 5 direct selling markets in Europe with revenue around €3.5 billion in 2024, according to IBISWorld. The country's online trade is actively growing: e-commerce volume is expected to reach $36.4 billion in 2024 with a 10.5% year-over-year growth rate.

What Works. Household products, personal care, and functional goods at affordable prices attract Polish consumers. They are in demand and understandable, especially in online sales channels, where widespread smartphone use facilitates quick engagement.

What to Watch. There is a significant difference in purchasing power between the capital and regions. When launching a product, it's important to adapt the offer to each region and build local customer or partner communities to support sales.

For a deeper understanding of the market, we recommend the article “How the MLM business is developing in Poland.”

France and Italy

Why Now. Strong consumer habits in beauty, developed communities, and a culture of recommendations make MLM in France and Italy attractive.

What Works. Premium products (skincare, cosmetics), personalized approaches, and social engagement (in the form of training and recommendations) effectively take root in both countries' markets.

What to Watch. High competition requires impeccable customer experience. Fast delivery, quality service, and adaptation of all communication channels to specific regional features are mandatory for presence in these markets.

A deeper dive into the topic: “How the MLM business is developing in France” as well as “The MLM business in Italy: features and prospects.”

Spain

Why Now. According to IBISWorld, Spain holds 6th place in Europe for network sales volume, with expected revenue of €3.7 billion in 2025. E-commerce is growing dynamically, reaching $87.9 billion in 2024 (+9.45% compared to 2023). Social networks cover 83.6% of the population, serving as an excellent entry point for digital sales.

What Works. In Spain, simple starter product kits are effective in network projects. Such kits lower the entry barrier for partners in MLM and ensure quick return to purchases. At the same time, high audience engagement on social networks amplifies this effect: recommendations spread quickly online, supporting regular demand and network business growth.

Features. Average income here is lower than in other EU countries, so partners are less ready for complex financial commitments. Therefore, it's important that reward conditions are simple and transparent. This way, partners can easily understand how to earn and feel motivated.

Marketing Plan and Unit Economics for Network Marketing Businesses in Europe

Commissions and Limits. In mature markets, it's important to cap bonus payouts at a level covered by gross margins from regular, not promotional, sales. This reduces the risk of cash gaps during recruiting spikes.

Repeat Orders as the Base. For Europe, KPIs for retention (MRR from subscriptions/auto-orders, repeat purchase frequency, basket activity) are often more important than the speed of initial recruiting.

Ethics in Communications. Emphasize product value, avoid "income promises"—this is not only about legal compliance but also about brand capital.

Summary

The direct selling market in Europe in 2025 remains attractive due to sustained demand in health, personal care, and household goods categories. For effective entry, we suggest considering the "Germany + Poland" strategy: Germany—a developed market with high purchasing power and predictable rules, providing volume and stable margins; Poland—a quick pilot with lower entry costs and growing online sales share, ideal for testing prices, offers, and channels. After validating metrics, it's reasonable to expand into France, Italy, and Spain, where beauty and health segments are strong, and social selling accelerates turnover.

But remember, the main success will be ensured by a transparent marketing plan compliant with legislation, a modern IT platform (store, personal account, payments, logistics, analytics), and a focus on retention—repeat orders, subscriptions, loyalty programs. Start with a pilot in 1–2 countries, calculate unit economics, and scale step by step.