Germany is considered one of the largest direct selling markets in Europe. In 2023 alone, the turnover of the direct sales industry in Germany was around $18.27 billion. The WFDSA 2023 report states that Germany falls under the higher penetration zones with a penetration rate of 0.443%. During the pandemic, the German market was quick to adapt to the changing market conditions despite the sanctions imposed. Rightly so, Germany is considered as a market with the strongest growth potential in Europe.
Personalized ecommerce stores adopting the multi-channel distribution model of direct selling fared well during the pandemic. Social selling too contributed immensely in attracting customers and direct sellers to the German direct sales market.
According to the reports of, Bundesverband Direktvertrieb Deutschland, the leading organization for direct selling in Germany, 881,772 people work in the direct sales sector. Most of them consider direct selling as a source of substantial income to meet the costly living standards and rising inflation.
Every year more and more MLM companies are entering the MLM Germany market expanding the size and scope of the direct sales industry in Germany. Considering the potential of the MLM Germany market, direct sales companies from all over the world who are planning to establish in Europe, consider it as a viable option.
Top direct sales companies in Germany
The success of leading direct selling companies in Germany stands as a testament to the capacity of the country’s market. A detailed summary of the growth of the popular direct sales companies in Germany is tabulated below.
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Epixel MLM Software
Source - businessforhome.org
Data updated in May 2024
*The above list is subject to market changes and modifications.
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The 18 MLM Germany companies listed here rank among the top 500 direct sales companies across the world. German direct selling market, being one of its kind, offers direct sellers safe and reliable opportunities for income. All the direct selling companies in Germany have to comply with the EU law right from establishing a business to maintaining fair distributor policies.
Direct selling industry in the Germany – Facts and figures
The German direct selling industry is vast with numerous direct selling companies operating across various sectors. Analyzing the global retail sales, utility sector generated 13% of the total sales followed by home improvement, foodstuff and beverages, and household goods and durables with 11% sales. The popular direct selling sector, cosmetics and personal care, generated about 10% of the total retail sales in Germany.
The demographics
The direct selling fraternity in Germany consists of both women and men, with the former leading the race. Women direct sellers comprise 82% of the total direct sellers in the country and men, 17%. Looking at the demographics of direct sellers, people aged 55-64 comprise 28% of the total direct seller population. The report from Seldia Europe cites that younger generations are comparitively less when compared to older age groups.
Top buying channels
Observing the top channels for orders, Germans prefer buying direct selling products through home parties or in-person demonstrations (53%). Telephone (47%), face-to-face meetings (35%), email or other messaging tools (34%) are the other leading choices.
Earning and satisfaction rates
16% of German direct sellers earn an approximate of $421 and 8% earn more than $41,137. Direct selling satisfaction survey by Seldia Europe suggest that 37% are very satisfied with their direct selling profession and 69% are highly likely to continue representing the same direct selling company.
Despite the growth and earning opportunities direct sales companies in Germany offer, they are often overburdened with challenges. One of the biggest challenges the German direct selling market faces is distributor engagement and retention. Most companies suffer while complying with the laws of the land and ensuring a steady success rate.
If you are planning to establish your business in Germany, make sure you follow the guidelines put forth by the European Union and Bundesverband Direktvertrieb Deutschland, the direct selling association in Germany. MLM businesses must abide by the code of conduct while transacting with customers, competitors, and sales partners. This was adopted to establish fairness in conduct and to safeguard customers and their data.
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An overview of the top 10 MLM companies in Germany
1. Vorwerk
Founder: Carl & Adolf Vorwerk
CEO: Fredrik Lundqvist
Products & Services: Household appliances, fitted Kitchens, cosmetics
Top Earners: N/A
Website: www.vorwerk.com/de/de/c/home
Achievements:
- Ranked #5 in 2024 DSN Global 100
- Winner of the World-Famous UX Design Award 2022
- Winner of the Red Dot Award in the Brands and Communication Design Category 2022
2. LR Health & Beauty
Founder: Helmut Spikker, Achim Hickmann
CEO: Andreas Laabs
Products & Services: Beauty, health products
Top Earners: 6
Website: www.lrworld.com
Achievements:
- Ranked #35 in 2024 DSN Global 100
- Winner of the German Innovation Award 2023
3. Prowin International
Founder: Gabi, Ingolf Winter and Stefan Schäfer
CEO: Ingolf Winter
Products & Services: Home care, wellness, pet care
Top Earners: N/A
Website: www.prowin.net
Achievements:
- Recognized as a climate-neutral company in 2021
- Received Digital Business Award by Network Career in 2020
4. Healy World
Founder: Marcus Schmieke
CEO: Christian Dorner
Products & Services: Health, medical
Top Earners: 2
Website: www.healyworld.net
Achievements: N/A
5. Bofrost
Founder: Josef H. Boquoi
CEO: Axel Drösser
Products & Services: Ice creams, frozen foods
Top Earners: N/A
Website: www.bofrost.de
Achievements:
- Winner of DFTA Innovation Award 2015
6. Energetix
Founder : Roland Forster
CEO : Roland Forster
Products & Services : Wellness
Top Earners : N/A
Website : www.energetix.tv
Achievements : N/A
7. Heim & Haus
Founder: Rolf Schommers Sr.
CEO: Rolf-Christian Schommers
Products & Services: Roller shutters, windows, front doors
Top Earners: N/A
Website: www.heimhaus.de
Achievements:
- Winner of iF Design Award 2022
- Winner of Iconic Award: Innovative Interior 2021
- Received German Design Award 2019 (Special Mention)
8. Pieroth Wein
Founder: Elmar Pieroth
CEO: Sebastian Potyka
Products & Services: Sparkling wines, champagnes, expensive spirits, juices
Top Earners: N/A
Website: www.pieroth.com
Achievements: N/A
9. Dr. Juchheim Cosmetics
Founder: Jurgen Juchheim
CEO: Jurgen Juchheim
Products & Services: Fashion, cosmetics
Top Earners: N/A
Website: www.juchheim-methode.de
Achievements: N/A
10. Haka Kunz
Founder: Hans and Helene Kunz
CEO: Thomas Firle
Products & Services: Household, laundary, cosmetics
Top Earners: N/A
Website: https://haka.com
Achievements: N/A
Insights on MLM companies in Germany
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Disclaimer: Epixel neither promotes nor supports any of the companies mentioned in this article nor their products or services. The facts published here are represented as reported in the direct selling industry. The facts don't reflect our priorities. The article was compiled based on available resources and does not represent special mentions or priorities to organizations, persons, or products.
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