Retailers Encroach on Direct Sellers’ Turf

Physical and digital retail innovators taking aim at direct selling channel’s core value proposition.

By James Tenser

Direct sellers whose niche has traditionally relied upon “the personal touch,” be warned. They’re coming for you.

Direct sellers have long prided themselves on the unique and highly personalized experiences they provide to customers. Exclusive products, one-on-one selling, in-home parties, and hand delivery have all stood in sharp contrast with store-based practices that emphasized mass distribution, display merchandising and self-service.

But retail is evolving fast, spurred on by digital selling, accelerated delivery, curated assortments, custom products, tech-powered experiences and subscription replenishment. Direct sellers whose niche has traditionally relied upon “the personal touch,” be warned. They’re coming for you.