The Evolution of Direct Selling: From Door-to-Door to Digital in Malaysia

Herbalife, a leading global health and wellness company, has unveiled encouraging findings from its latest Asia Pacific Direct Selling Survey, highlighting Malaysia as one of the region’s most informed and trust-driven markets when it comes to direct selling. According to the survey, an impressive 94% of Malaysian respondents correctly identified direct selling as a method of selling goods or services directly to consumers through personal contact without a permanent retail location — a rate among the highest across the Asia Pacific region.

In addition to demonstrating a strong grasp of the industry’s fundamentals, Malaysians also showed high awareness of direct selling regulations. More than 9 in 10 respondents acknowledged the existence of consumer protection laws and industry regulations, as well as self-regulatory practices. Trust in the direct selling sector remains high, with nearly 7 in 10 Malaysians (69%) expressing confidence in the model. This places Malaysia among the top three in the region, trailing only the Philippines (81%) and Vietnam (70%).

Steven Chin, Senior Director and General Manager of Herbalife Malaysia and Singapore, noted that these positive perceptions reflect the direct selling industry’s consistent efforts to uphold ethical standards and educate the public. “The strong awareness and trust findings reflect the continuous efforts by industry players to reinforce public confidence through ethical business practices and education of our compliance standards,” Chin said. He added that with a projected industry growth of 7.4% reaching RM34.4 billion in 2024, direct selling continues to present a viable entrepreneurial path for many Malaysians.

Notably, the survey also revealed that younger Malaysians are more likely to trust direct selling. Among Gen Z respondents, 74% expressed trust in the model, compared to 68% among Millennials and Gen Xers. Key factors influencing consumer trust include a company’s proven quality control measures (55%), its reputation as a well-known brand (50%), and the length of time it has been in operation (36%).

Gender-specific insights also emerged from the study. Malaysian women are more likely to be drawn to direct selling for its flexibility, with 29% citing flexible working hours as a key motivator, compared to 24% of men. Earning supplemental income (36%) and being their own boss (33%) were also among the top reasons women were attracted to direct selling. Furthermore, 39% of female respondents saw direct selling as a fitting opportunity for homemakers, compared to 34% of male respondents.

Despite the optimism, the survey highlighted certain concerns, particularly around financial risks if products are unsold. To address this, over half of the respondents said they expect strong support systems — both from within the direct selling community (54%) and from the companies themselves (52%). Additionally, 42% emphasized the importance of support from family and friends, underscoring the community-oriented nature of the business.

Chin emphasized the role of companies like Herbalife in reducing these risks through training and support. “We equip our independent distributors with expert-led training on health, nutrition, and our products, ensuring they can confidently guide customers,” he said. “Beyond training, we foster a supportive community with personalised guidance and dedicated customer service.” With a global network of over two million entrepreneurs, Herbalife continues to provide the resources and mentorship necessary for success in the evolving landscape of direct selling.

The survey, conducted in late 2023, polled 8,000 respondents across eight Asia Pacific markets: Australia, Hong Kong, Japan, Malaysia, the Philippines, Singapore, Taiwan, and Vietnam.