A new survey by the Direct Sellers Association of Canada (DSA Canada) reveals that most Independent Sales Consultants participate on a part-time basis, with 55 per cent working between two and 10 hours per week, underscoring direct selling’s role as a flexible entrepreneurial opportunity that complements traditional employment, caregiving responsibilities, and other pursuits.
The recent Independent Sales Consultant (ISC) Survey found that 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.
“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 revealed that women continue to represent the majority of Independent Sales Consultants in Canada, accounting for 89 per cent of respondents, highlighting direct selling as a significant pathway for women’s entrepreneurship and economic participation.
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,” added Maddox. “In an increasingly digital and impersonal retail environment, Canadians continue to value personalized service and trusted product recommendations.
“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.”
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