Direct sales is the selling of products in a non-retail setting, for example, at home, online, or other venues that are not a store. It eliminates middlemen who are involved in distribution, such as wholesalers and regional distribution centers. Instead, products are sent directly from the manufacturer to the sales company, then to the rep or distributor, and finally to the consumer. Well-known companies as examples can be found both in the B2C sector (e. g. Tupperware, Vorwerk, Bofrost, AEGDirekt, Hyla etc.) and in the B2B sector (e. g. computer manufacturer Dell or screw manufacturer Würth).

Until now, sales via the so-called ‘sales parties’ played a central role in generating revenue. This form of sales offers interested parties and customers the opportunity to test the products extensively before buying, to consult with like-minded people and to make the product purchase an unforgettable experience.