Social shopping retail set for double digit growth in 2020

The UK industry body for direct to consumer (DTC) retail, The Direct Selling Association, expects 2020 to be a year of ‘double digit’ growth for the channel.
Under-34 year-olds now make up 23% of those working in direct selling in the UK.
// UK retailers report “better performance” of social shopping, Tupperware-style retail compared to traditional channels
// Industry association cites growing acceptance of influencer economy as a key drivers.
// 9/10 retail chiefs polled stated that 2020 will be a year of ‘significant growth’ for DTC

The UK industry body for direct to consumer retail, The Direct Selling Association, expects 2020 to be a year of double digit growth for the sector.

In a survey of its member chief executives, 80 per cent of respondents stated that DTC was “performing better than traditional retail channels” and 90 per cent stated that they felt 2020 will be a year of “significant growth” for DTC.

DTC in this context refers to social shopping, Tupperware-style retail.


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“Many brands selling via DTC have seen strong growth over the last two to three years, but their success has largely stayed under the radar,” Direct Selling Association director general Susannah Schofield said.

“It’s only now, following the proven and well-publicised success of global DTC strategies by the likes of Nike Direct and The Body Shop, that many brands are waking up to the potential of DTC.

“As a result, we expect to see double digit growth in the channel this year.”

She added: “One of the factors driving the channel’s growth is the increasingly mainstream acceptance of the influencer economy.

“One of the most successful current DTC strategies we’re seeing is where brands have harnessed large, highly autonomous groups of nano-influencers, keen to earn more flexibly.”

Research undertaken by Ipsos Mori outlined that under-34s now make up 23 per cent of those working in DTC in the UK.

The Direct Selling Association predicts the younger demographic will be a key growth trend over future years as new generations reject traditional career in favour of more entrepreneurial styles of working.

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