Direct selling is the oldest distribution channel in history. In the first part of the 20th century, innovative products such as vacuum cleaners and washing machines were first marketed through direct selling as these revolutionary products required demonstration, and this was best achieved by direct sellers in the homes of potential customers.

It continues to provide a powerful channel of distribution for companies with innovative or distinctive products. As an alternative to incurring the costs of advertising and traditional retail distribution, direct selling companies reward direct sellers for creating demand through demonstration and personal recommendation.

Today at the beginning of the 21st century, direct selling is a dynamic, vibrant and growing sector of trade providing earning opportunities to millions of salespeople around the world.



The first national direct selling associations were created in the UK, Germany, France, Belgium and Italy.

In 1968, these associations founded a Federation, under the name of "Fédération de la Vente et du Service à Domicile" or FEVSD. In 1991, FEVDS changed its name in "Federation of European Direct Selling Associations" – which at that time represented 15 member DSAs.

In 2011, FEDSA changed its name to Seldia and is the leading association representing the direct selling industry in Europe. It represents 28 Member DSAs of which 23 are in EU Member States, and 16 Corporate Members (companies).

    Seldia Supports


    The Women Entrepreneurship Platform is a not-for-profit organisation founded by Seldia in 2013 with the objective of raising awareness about the barriers preventing women from taking the entrepreneurial path and creating their own business.

    For more information click here.