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Direct Selling: 5 Impressive Brand Insights Based on Competitive Intelligence

July 2018

Category Analysis  Direct Selling

Regions – India

Industry reports say that direct selling market to GDP ratio is 0.2 to 1.2 per cent in countries where there is a high presence of direct selling. India currently sees a direct selling of about 0.08 per cent of the GDP, and hence has huge potential to grow. In India, the direct selling industry engages around 5.8 million people. According to KPMG report, direct sellers can grow to 18 million by 2025.


The analysis is based on customer reviews and conversations online in the segment. The analysis results presented are completely unbiased and not based on any subjective judgement. The source data used for the analysis are user conversations available publicly online like public forums and social media.


Total number of customer conversations analyzed

Top 5 Driving Factors

1. Product Quality

The first step towards establishing direct selling is to ensure that the product is of good quality and is superior to the locally available products. Consumers are very clear on certain features such as quality and the performance of the products.

From 8,651 customer online conversations that Clootrack has analyzed, it is very evident that the top priority for the consumers is the quality of the products.

Manufacturers of direct selling products can establish growth by maintaining high quality products that will push customers to choose their brand over other products. 

2. Product Effectiveness

Product effectiveness relates to the extent to which a product achieves its objectives and the extent to which targeted problems are solved. When consumers buy a product, they expect it to adequately accomplish the purpose of buying the product and achieving the intended results.

Manufacturers of direct selling products should mature to the point where they are effective and are successfully producing the desired results as expected by the consumers.

Manufacturers of direct selling products should understand and promote the effectiveness of their products by demonstration or by offering free samples. Manufacturers should make their products work as intended to make a mark on the consumers.

3. Easy Returns Policies

Direct selling is all about nurturing long-term relationships with customers. Building easy return and refund policies can improve customer retention and customer satisfaction.

Direct selling manufacturers should learn that their return policies should not negatively impact their sales. Consumers prefer to have a policy that should be clear and easy to understand. 

Customers appreciate flexibility and convenience of returns and refunds, and will be far more likely to shop with such a direct seller in future. 

4. Product Availability

Imagine a consumer’s ecstasy when they receive their products ultrafast? Consumers prefer to receive deliveries sometimes even in under an hour’s time.

Manufacturers need to think about how to get it out to the consumers really fast. If your process is long and painful, then you should consider rebuilding the process from scratch and building up something that is simple, quick, and efficient. 

5. Good FAQ

A consumer who wants to learn more about the products will surely visit the FAQ section on your website. Consumers have reached FAQ page since they are doing important evaluative research on your product.

Direct selling manufacturers should talk to customers and figure out the questions to include in the FAQ section. Using the help of trained sellers can help your business to appropriately respond to the needs of your audience.

Brand Equity

Brand Equity – Top Drivers-Direct Selling,India By ClootrackBrand 1Brand 2Brand 3Brand 4Brand 5-200-1000100200300400Product qualityProduct effectivenessEasy returnsProduct availabilityGood FAQ/trained sellers

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5
Product quality -28 239 297 -40 8
Product effectiveness 284 294 -52 258 157
Easy returns -139 318 310 4 5
Product availability -101 172 127 319 139
Good FAQ/trained sellers 254 277 127 219 121

Download the detailed report for free to get to know the brand names in the above chart. The detailed report also covers list of features that delight users and several other interesting insights.  Enter your email at the end of this article to get this report for FREE.

Brand Equity

Download the detailed report for free to get to know the brand names in the above chart. The detailed report also covers list of features that delight users and several other interesting insights.  Enter your email at the end of this article to get this report for FREE.

Top 4 Emerging Trends

Globalization and migration has brought a new dimension for the direct selling companies. Over the last few years direct selling is witnessing few trends based on a model where consumers are participating and becoming co-creators of the direct selling processes by taking an active role in the buying experience. Keeping an eye on these emerging trends can make a huge difference for direct selling business. Here are 4 emerging trends for the coming years:

1. Trendy/Reusable Packaging

Packing is the first impression that consumers get about a product and represents the entire brand. A unique packing design or reusable packing material can prompt purchase of a product and is emerging as one of the most important trend in direct selling. More and more of direct selling companies are paying close attention to product image and packaging.

Most of the direct selling companies should consider attractive and fancy packaging to drive up sales. Combine your packaging with the product to make a unique statement.

2. Longer Trial Periods

A trial period is the duration in which the product audition happens and time when people transit from being audience to actual buyers. The trial period opens the door for consumers to try out the products even before paying for it.

In direct selling, the emerging trend is consumers asking for a longer trial period. When customers are busy professions, it is important to allow longer trial periods. As manufacturers of direct selling products you should take the pressure off them by allowing a longer trail period. 

3. No Questions Refunds

Consumers these days want to be completely satisfied before they accept any products. Hence more and more consumers are asking companies to offer refunds without asking for any reasons.

Manufacturers of direct selling should keep the refund policy flexible and easy for consumers in case they prefer to return the products.

Manufacturers of direct selling products need to understand that their refund policies will make all the difference between retaining a satisfied customer and losing that customer forever. 

4. Unbiased User Review Apps

Product reviews form a powerful form of social proof that can influence the users and their purchase decisions. When consumers see reviews of people appreciating the direct selling products, this can cause a positive feeling about the product. At the same time negative reviews can destroy the product image to a great extent.

With a high amount of importance on the customer reviews, procuring unbiased reviews has emerged as an important trend in today’s age. It has become critical for consumers to have access to reviews that are not manipulated. Marketers and firms of direct selling products should introduce mechanisms to improve the authenticity of customers’ review data.

Detailed Report

India is a thriving market for direct selling. Consumers of direct selling products are discussing about various factors that they wish to witness in direct selling industry. Do want to know what other important factors that customers are looking for while buying products from direct selling? You can download the pdf version of the complete report for free. Enter your email at the end of this report and we’ll send it to you for FREE.

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