survey of independent sales consultants
Survey of Independent Sales Consultants
In late 2025 and early 2026, DSA Canada conducted a survey of active Canadian ISCs and subsequently published the study results outlined on this page and in the full survey report. The purpose of the research was to provide insights into the experiences, motivations, and economic participation of Canada’s ISCs. The survey was conducted utilizing SurveyMonkey, with ISCs invited to participate via social media outreach from DSA Canada and promotion by DSA Canada member companies.
Executive Summary
The ISC Survey highlights a stable and experienced community of independent sales consultants who engage in direct selling primarily on a part-
time basis. For many participants, direct selling offers a flexible way to earn income, access products for personal use, and maintain control over how and when they work.
Survey results show that ISCs are most often introduced to direct selling through personal product experience and referrals, underscoring the importance of trust and relationships within the channel. While financial considerations are a key factor in joining, long-term participation is strongly influenced by flexibility and personal autonomy.
The survey also demonstrates that direct selling contributes to skill development and confidence building. Many ISCs report gaining valuable competencies such as communication, sales and marketing skills, digital literacy, and increased self-esteem.
From the consumer perspective, ISCs believe purchasing decisions are driven primarily by product quality and the relationship with the consultant, rather than price alone. These findings reinforce direct selling’s role as a relationship-based retail channel that prioritizes service, trust, and personalized support.
Key Takeaways From the Survey of Independent Sales Consultants
52%
of Canadian ISCs report nine or more years of involvement in direct selling. This suggests that ISCs engage over the long-term in Canadian direct selling, with younger and newer ISCs regularly entering the business.
55%
of Canadian ISCs primarily choose to engage in direct selling as a part-time (working between two and 10 hours weekly) financial opportunity that offers flexibility and autonomy.
56%
of Canadian ISCs surveyed cited that direct selling supports self-esteem and confidence building and skill development in areas such as sales, marketing, social media and digital literacy.
3 in 5
Canadian ISCs stated that consumers purchase through direct selling primarily for quality and relationships.
Major Themes from the ISC Survey Findings
Canada has a highly experienced and stable ISC community
More than half of respondents (52%) report nine or more years of experience in direct selling, including nearly 31% with over 15 years in the industry.
This level of experience indicates stability and long-term commitment. Direct selling is not a short-term or transitional activity for many ISCs. Instead, it is a sustained business model that evolves with life stages.
Why it matters:
- For direct selling companies, retention strategies are as important as recruitment
- For policymakers, direct selling supports long-term participation in independent work
- For ISCs, longevity reflects the development of transferable skills and sustained, trust-based customer relationships
Discovery is driven by trust and personal experience
ISCs were most introduced to direct selling through:
- Product use (41.82%)
- Referrals from friends or connections (37.47%)
- Direct contact with an active consultant (34.27%)
These findings signal that product experience and personal relationships remain the strongest entry points into direct selling.
Why it matters:
Direct selling company growth strategies that prioritize authentic product engagement and peer referrals align most closely with how ISCs actually enter the industry.
Why ISCs join and why they stay are not the same
Top Reasons for Joining
- Earn additional or part-time income (66.84%)
- Purchase products for personal use (55.04%)
- Be their own boss (36.94%)
Top Reasons for Continuing
- Benefits and product perks (56.78%)
- Flexibility and personal control (50.52%)
- Financial compensation (46.79%)
The survey findings indicate that initial participation in direct selling for ISCs is often financially motivated, while long-term engagement is sustained because of the autonomy, lifestyle fit, and personal value offered by direct selling.
Why it matters:
Direct selling companies can increase ISC retention by highlighting flexibility and supportive systems, and not only focusing on the income opportunity.
Direct selling is primarily a part-time business model
The majority of ISCs dedicate:
- 2-5 hours per week (33.40%)
- 6-10 hours per week (21.89%)
- Only a small proportion work full-time hours.
Why it matters:
Direct selling complements other work and family responsibilities, aligning with broader shifts toward flexible and hybrid income models.
Skill development is a key outcome of participation
ISCs report building meaningful and transferable skills, including:
- Self-esteem and confidence (55.56%)
- Social media and digital skills (39.32%)
- Sales and marketing skills (37.39%)
- Communication skills (36.45%)
Why it matters:
Beyond income, direct selling contributes to professional development and personal empowerment. For many ISCs, most of whom are women, these skills enhance employability, entrepreneurship, and digital literacy, skills which are increasingly valued in today’s economy.
Direct selling customers buy because of trust, not price
ISCs believe customers are most influenced by:
- Product quality (61.48%)
- Their relationship with the ISC (54.17%)
- Customer service (34.78%)
- Price ranked significantly lower among the categories.
Why it matters:
As consumers increasingly value authenticity, reassurance, and relationship-driven purchasing, direct selling stands out as a model built on trust, expertise, and personalized service, rather than price discounts.
Implications for the Direct Selling Sector
- Relationship-led commerce remains a core strength
- Flexibility is a primary retention driver
- Product experience fuels both recruitment and customer loyalty
- Digital skills development is an opportunity area for continued investment
- Direct selling supports confidence, skill-building, entrepreneurship and economic participation
- Policy discussions should recognize direct selling as a legitimate, flexible business model