Over 1,000 salespeople join Direct Selling Association’s ‘Social Selling Academy’

The Direct Selling Association, members of which include leading retail brands Avon, Oriflame and Ann Summers, has today announced that over 1,000 people working as independent salespeople across its member companies have joined its industry-leading ‘Social Selling Academy’.

The Academy, which was launched in 2022, provides information and education for people running their own direct selling or direct-to-consumer (D2C) business via an online platform and mobile app. It was established as part of the Direct Selling Association’s continued work to raise standards and encourage greater adoption of best practice across the industry.

The Academy is free to access for all individuals operating independent D2C businesses and includes short ‘snackable’ video tutorials on topics including:

In addition, the Academy allows users to undertake a series of training courses on the use of social media in their business, including:

Within this section, users also have the option to complete the ‘Compliance Certificate’ which demonstrates a commitment to running their business in an honest, ethical manner aligned with the principles of the Direct Selling Association’s Codes of Conduct.

Susannah Schofield OBE, Director General of The Direct Selling Association, says: “The way in which people operate and conduct themselves when running their direct selling business has a direct impact on the reputation of the industry as a whole. They are effectively the face of direct selling and direct-to-consumer selling to the general public.

“It’s therefore vital that people understand what constitutes good practice, and that they feel confident operating to the highest standards, particularly on social media platforms. As the UK industry body for direct-to-consumer retail, the Direct Selling Association has an important role to play in supporting this aim and encouraging more widespread best practice.”

The Direct Selling Association’s member companies have a combined turnover of approximately £1 billion per annum, with around 500,000 independent sales representatives or affiliates.

Angela Harrison, Head of Sales, The 1:1 Diet comments: “This kind of dedicated training and support is essential in empowering our independent Consultants with the skills and confidence they need to thrive in their entrepreneurial journeys. It also ensures they clearly understand their responsibilities in maintaining the high standards set out by the Direct Selling Association. Adhering to these codes is not just about compliance – it’s about safeguarding the integrity and reputation of the entire direct selling industry.”

Membership of the Direct Selling Association is only granted to companies which have satisfactorily undergone a full audit process. By applying to join the Direct Selling Association, a company is proactively demonstrating its commitment to the higher standards of processes and business practices required of Direct Selling Association members compared to non-members.

The content within the Social Selling Academy was created by the Association’s Code Regulator and Marketing and Communications Partner, who together have a combined total of over 40 years’ experience in the direct selling industry.

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About the Direct Selling Association https://dsa.org.uk and Direct-to-Consumer (D2C) retail in the UK:

  • The Direct Selling Association’s members include some of the UK’s best-known and most-loved retailers including AVON, Oriflame, Usborne Community Partnerships, Sunrider Europe, MONAT, The 1:1 Diet, Neal’s Yard Remedies Organics and Ann Summers.
  • Direct-to-Consumer (D2C) retail is where products are sold directly to consumers outside of a fixed retail environment. This can be online, in party settings, face-to-face or through catalogues.
  • It is estimated that over half a million people work as independent sales representatives or affiliate marketers for D2C brands in the UK. 
  • The Direct Selling Association’s 50 member companies’ retail sales total approximately £1 billion per annum, and include a wide range of consumer goods, from skincare, cosmetics and nutritional products to fashion, candles and books.
  • The Direct Selling Association is the recognised trade body for Direct-to-Consumer (D2C) retail in the UK and is committed to upholding standards in the industry, and to promoting and encouraging best practice.
  • Always look for the Direct Selling Association logo before choosing a D2C company to buy from / work with – Direct Selling Association member companies must adhere to strict Codes of Conduct which offer both seller and consumer greater levels of protection.