Ukraine DSA Conference

The online conference titled “Direct Selling: Technology, Humanity and Flexibility,” held on November 20, discussed the current state and growth of the direct selling industry in Ukraine. Despite the war, the industry is bouncing back and attracting new direct sellers. The strength of direct selling in Ukraine comes from the entrepreneurial spirit and energy of thousands of people.

Last year, direct selling companies in Ukraine saw their earnings increase by 43% in national currency, which is a lot higher than the overall economic growth of just 5%. Cosmetics and fragrances are still the main products sold, but wellness category now makes up 40% of the turnover in Ukraine.

Nadiya Bedrychuk, Executive Director of the Ukrainian DSA, noted that the industry quickly adjusts to new situations, turning challenges into growth opportunities. One of the biggest challenges today is the war forcing many Ukrainian women to leave the country. This affects the industry significantly as 80% of sales force are women.

Tamuna Gabilaia, Executive Director of the WFDSA, discussed findings from a study on Generation Z’s preferences. This generation, born between 1997 and 2012, is becoming influential market players as both consumers and opportunity seekers, with a distinct expectation for personalized business offers. And direct selling companies are increasingly emphasizing personalization as a key strategy component.

A significant portion of the conference was dedicated to exploring the impact of technological advancements, such as artificial intelligence, which aims to enhance direct sellers’ efficiency by minimizing time spent on routine tasks. This allows sellers more time to engage with customers, and for training and recruitment efforts.

It was highlighted that technology helps, but it doesn’t replace the need for human contact. A keynote session on energy management and burnout provided strategies for finding inspiration and maintaining motivation despite challenges, reaffirming that humanity and emotional connections with consumers remain at the heart of direct selling, even as innovative and technological solutions are embraced.

A session on managing energy and avoiding burnout gave tips on staying inspired and motivated. The conference emphasized that maintaining a human connection and understanding customers’ emotions remains crucial in direct selling, even as new technologies are adopted.