News Releases

The Direct Sellers Association of Canada today released the results of its recent Independent Sales Consultant (ISC) Survey, offering new insights into who participates in direct selling, why they join, and what keeps them engaged over time.

The survey reveals that most Independent Sales Consultants participate on a part-time basis, with 55% working between two and ten hours per week, underscoring direct selling’s role as a flexible entrepreneurial opportunity that complements traditional employment, caregiving responsibilities, and other pursuits.

Notably, more than half of ISCs surveyed have been active in direct selling for nine years or longer, demonstrating that participation is often sustained over the long term, challenging perceptions of direct selling as a short-term or transitional activity.

Women continue to represent the majority of Independent Sales Consultants in Canada, accounting for 89% of respondents, highlighting direct selling as a significant pathway for women’s entrepreneurship and economic participation.

“Canadians are increasingly seeking flexible ways to earn income and build skills outside of traditional employment models,” said Peter Maddox, President of DSA Canada. “This research shows that direct selling continues to provide a low-barrier entry point to entrepreneurship, while also offering opportunities for long-term engagement and personal development.”

The survey also found that customers are most influenced by product quality and trusted relationships, rather than price alone, reinforcing direct selling’s role as a relationship-driven retail channel. ISCs reported that customer purchasing decisions are also driven by customer service.

“Trust remains at the heart of direct selling,” Maddox added. “In an increasingly digital and impersonal retail environment, Canadians continue to value personalized service and trusted product recommendations.”

Additional findings from the survey include:

• Flexibility and independence are the primary drivers of continued participation among ISCs (51%), followed by financial compensation (47%) 
• Earning additional or part-time income is the leading reason for joining direct selling (67%)
• ISCs report gaining confidence, digital skills, sales and marketing experience, and communication skills, demonstrating the channel’s role in skill development
• Direct selling activity is present across all provinces and territories, with Ontario and Quebec representing the largest share of ISCs

“These findings show that direct selling gives Canadians, especially women, flexible ways to earn income, build an independent business, and develop skills that support economic participation throughout their lives,” said Maddox.

The ISC Survey was conducted among nearly 2,000 Independent Sales Consultants across Canada. An executive summary of the research is available at https://dsa.ca/isc_survey