Estimated at $167.7 billion, direct selling marketing can serve as a huge avenue to boost the economy and help to reduce unemployment in Nigeria and other African countries.

This was disclosed yesterday by experts at the V-Convention Malaysia 2025 September Edition in Penang, Malaysia, organised by QNET, a global e-commerce, wellness and lifestyle organisation.

Speaking during his presentation, the Chief Marketing Officer of QNET, Trevor Kuna, said the direct selling industry has huge potential, stressing the fact that other regions, except Africa, have been benefiting hugely from it. He said that direct selling, whose value hit $167.7 billion as of 2023, was not only a promising career option but also a route to economic empowerment.

For emphasis, direct selling is a marketing and sales strategy where products are sold directly to consumers, typically different from a traditional retail location like a brick-and-mortar store.

Instead of relying on wholesalers or retailers, companies use an independent sales force to market and sell their goods or services directly to customers.

One of the most significant benefits is the low startup cost and minimal risk. Unlike traditional businesses that require substantial capital, direct selling allows individuals to become entrepreneurs with little or no upfront investment. This democratises entrepreneurship and provides a viable path to self-employment for people who lack access to capital or business infrastructure.

From her perspective, QNET Group Chief Communication Officer, Ramya Chandrasekaran, only government legislation can open the space for Nigerians to tap the immense benefits.

Stressing that it is a huge revenue-generating industry that Nigeria and indeed, Africans should explore for career opportunities and economic development, Chandrasekaran disclosed that only South Africa out of the 54 countries in Africa has legislation on Direct Selling Marketing.

“The easiest for Nigeria and other African countries to tap the benefits of Direct Selling Marketing is, though not the easiest, will be through legislation. Malaysia has a very clear Direct Selling Act, the same as Singapore and many other countries around the world.

“Now, if Nigeria wants to tap into it, the best way is to come up with legislation and all the companies will flood into the country because there is a safety net and direction within which they can operate. I believe the only country that has legislation in Africa is South Africa.”

On his part, QNET Chief Legal Officer, Nikhil Patel, said the Direct Selling Association is also required to facilitate market opportunities through it.

“For impact, there should also be an association to that effect. I think there is a move now for a Direct Selling Association of Nigeria, incorporated last year. We are hoping it will become active by 2026. These associations work with the local authorities to ensure that members comply with the local authorities,” he stated.

Patel noted that so many direct selling companies are not operating in Africa because of such issues that QNET is facing in that region, largely due to the activities of scammers.

“So, when people run these scams, there are three or four people who lose out. The first is the victims, whose money got stuck. The second is companies like us, whose names have been used to give credence to scams and the third victim is the economy of the country in which the scam is being run because it becomes a disincentive to growth and barriers to new entries,” he stated.

According to him, legislation and laws come with benefits to the country as well, not just to the company, saying companies bring huge investments to the country.

Speaking also, the QNET Agent for Ghana, Kwabena Adisi, said Nigeria can actually take a cue from Ghana.

He said earlier in the year, QNET executives were in Ghana, where they were able to see the Chief of Staff of Ghana and made a solid submission in terms of helping to set up Direct Selling Marketing opportunities in the country.

“I think once we have a breakthrough in that regard, Nigeria can actually follow and have the same in the country. The opportunities are huge for the company and most especially for the country,” he stated.