DSN International 100—Adopting and Adapting in a Time of Transition


The function of the DSN International 100 recognition has at all times been to inform a narrative of an usually misunderstood and maligned channel. We do it annually to share inspiring tales of progress and evolution—tales the channel, its contributors and the larger neighborhood want to listen to.

The DSN International 100 has turn out to be a favourite reference for individuals who search to higher perceive the relevancy of the direct promoting channel of distribution, in addition to the financial and social affect direct promoting firms have on folks from all walks of life all through the world. It’s an incredible story. And people of you studying it are really the authors of one of the crucial inspiring tales of adaptability and progress in international commerce.

We rank direct promoting firms in accordance with the numbers, however the tales behind the numbers are what really illuminate the channel. The numbers allow us to share a perspective on the financial affect particular person firms are making when it comes to services offered and clients served. The numbers additionally allow us to find out each the expansion standing of an organization and the magnitude of the corporate when it comes to sales-related income.

Firms are understandably admired for his or her progress—as a result of progress is what all companies search. Along with progress, we measure magnitude. These reviewing the numbers can draw their very own conclusions as as to whether an organization is rising, steady and sustainable as that is our 14th 12 months publishing the DSN International 100.

However numbers solely inform a part of the story. We additionally acknowledge firms which are main the cost in social duty points; firms making an affect within the channel via a holistic, incremental and sustainable method to progress; firms innovating when it comes to know-how and disruptive enterprise fashions; and people which have displayed a dedication to management, excellence and integrity all through their decades-long careers.

Publicly held firms make their outcomes out there to the general public, making it a lot simpler for our workers to determine efficiency throughout the prior 12 months. Many direct promoting firms are privately held. Subsequently, they’ve a alternative as to whether or not they choose to disclose efficiency or maintain the knowledge personal.

Right here at DSN, we tailored a slogan, created by a earlier editor, that privately held shouldn’t essentially imply “don’t inform.” The rationale is kind of easy: the DSN International 100 additionally serves to assist a spirit of transparency the place all firms, executives, regulators, public policymakers and lecturers can acquire a greater understanding of the financial and social affect of direct promoting as a channel of distribution.

Whereas some privately held firms select to not take part, we acknowledge that they completed in extra of $100 million in income throughout the previous 12 months.

We’re additionally proud to report that Amway, the #1 direct promoting firm on the planet, shares its numbers and participates within the DSN International 100 rating every 12 months.

The DSN International 100 isn’t a horse race trying to supply the most effective numbers, neither is there a end line firms inevitably cross or fall in need of. Sustainable success is the purpose of each viable enterprise. Subsequently, the DSN International 100 celebrates these firms who exhibit each success and sustainability.

Most significantly, the DSN International 100 prompts delight! Pleasure in who direct promoting firms are and the way they’re impacting the lives of direct sellers and the shoppers and communities they serve. The world must know of those tales. That’s the reason we acknowledge them and inform them annually. We’re proud to have the ability to accomplish that.

Constructed for the Future. Constructed to Final.

To say direct promoting is in a time of transition can be an understatement. The atmosphere is evolving as youthful generations discover the chance. And the post-pandemic traits of quiet quitting and a need for extra office flexibility proceed to form the place, how and why folks of all ages select to earn a dwelling.

2020 stays an outlier—a 12 months of unprecedented progress fueled by unprecedented occasions. However in 2021, the channel noticed that progress gradual, stagnate and finally decline. New individuals who joined the companies didn’t keep. Established distributors struggled to pivot and stay productive. Provide chain and transport points introduced a completely new set of challenges, and a tricky international financial local weather marked by COVID variants, warfare, shutdowns, inflation and overwhelming uncertainty created a set of circumstances that have been very laborious to beat.

2022 noticed these struggles proceed as everybody working within the business turned conscious about the choices, pivots and ache factors forward of us. Issues like altering client behaviors and a tricky regulatory atmosphere in addition to lingering provide chain struggles, Amazon and ecommerce methods and area fatigue have been all areas of concern.

Different extra esoteric matters have been additionally high of thoughts for business executives. Matters that get to the guts of who we’re as a channel and the way we are going to do enterprise sooner or later. The channel’s new id as a social promoting platform; the rise of single-tier affiliate fashions; and the slight decline of multi-tier compensation plans are just some examples of what some within the business describe as direct promoting’s id disaster.

Surely 2022 was a 12 months of change. And 2023 continues to be a 12 months of evolution. However reasonably than being a trigger for alarm or discouragement, these adjustments may be seen as indicators of progress and harbingers of progress because the channel creates a viable, fashionable and sustainable enterprise mannequin that gives actual alternative.

The Instances, They Are A-Altering

In 2023 the world appears very totally different than it did in the beginning of the last decade. The way in which we store, join, work together and devour data has been remodeled. The way in which we do enterprise, the way in which we keep in contact—the adjustments are infinite, sweeping and everlasting.

However these adjustments have created a brand new thrilling second in time—one crammed with each alternative and concern. New guidelines and new laws are on the horizon and will help to create a brand new future that may be greater, brighter, extra profitable, extra satisfying and, most significantly, extra sustainable for the whole channel.

Annually our honorees inform many new tales. And our outlook stays optimistic. We’re higher outfitted to cope with fixed change as a result of we’re a channel that connects folks: to merchandise, to alternative, to one another. We’re higher positioned to proceed to develop as a result of we’re embracing a larger international digital transformation and making use of it to our promoting methods.

As a channel, direct promoting is poised for a brighter future and much more inspiring tales. And at DSN, we’re excited to proceed to share them with you.


By the Numbers

NOW IN OUR 14TH YEAR of compiling analysis for the DSN International 100 listing, we’re at all times fascinated by the numerous insights into the depth and breadth of the direct promoting channel. The businesses on the listing annually symbolize such a number of growth, from fast-growing newcomers to the pioneering giants.

The breadth of services represented consists of almost each class possible­—well being and wellness, clothes, magnificence and skincare, journey and leisure, meals and beverage, power, monetary providers, housewares and CBD/hemp merchandise.


From the June 2023 situation of Direct Promoting Information journal.

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