WFDSA's latest STATS report puts 2024 global retail sales at about $163.9 billion, essentially flat year over year, with 45% of markets in the study posting gains. Independent representatives numbered 104.3 million.
The rest of the 2024 picture All figures below are WFDSA 2024 data, from the STATS report PDF and the WFDSA Global Statistics page.
- Global sales fell by just 0.05% after drops in 2022 and 2023.
- The share of markets growing rose from 23% in 2022 to 42% in 2023 and 45% in 2024.
- Average market growth improved from -5.4% in 2022 to 0.7% in 2023 and 4.6% in 2024.
- 21 markets had sales of $1 billion or more, the same as 2023, and together made up 92% of global sales.
- Top 10 markets: US, Germany, China, Korea, Malaysia, Japan, Brazil, Mexico, France, Taiwan.
- Regional share: Asia/Pacific 40.3%, Americas 37.3%, Europe 21.6%.
- Women made up 72.1% of the sales force, below the 73.8% of 2019.
- Representatives under 35 fell to 23%, while those 55 and older rose to 28%.
The release named the US as the dominant market and pointed to growth in Brazil, India, and China. It also listed Canada, Indonesia, Japan, Korea, and Thailand among the biggest decliners.
Why it matters Sales held steady after a few down years, nearly half of markets grew, and there are still more than 100 million independent reps. The aging sales force is the number to watch for party plan. Shows and host rewards that appeal to people over 55 are worth a look, and so is anything that brings younger hosts in. Use these numbers when you brief field leaders.
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