Peter Maddox, president of the Direct Sellers Association of Canada, outlines how the organization represents companies that rely on independent sellers to market consumer goods and provides advocacy, education, and networking support across the industry. He explains that direct selling has operated in Canada for decades and continues to attract a broad and diverse participant base spanning all provinces, age groups, and backgrounds.
According to Maddox, recent survey findings show the majority of direct sellers are women, often seeking flexible ways to supplement household income while balancing caregiving or other commitments. He notes that immigrants are also increasingly participating, viewing direct selling as an accessible way to build Canadian work experience and entrepreneurial skills.
While income is typically the primary reason people join, Maddox says participants often remain in the industry to develop business capabilities such as networking, social media marketing, sales techniques, and basic financial management. He characterizes direct selling as a low-cost entry point into entrepreneurship that can help individuals gain confidence and transition into other ventures.
Maddox adds that success depends on consistent effort, passion for the products, and relationship-building with customers. He emphasizes that trusted personal connections — rather than price — are a key driver of purchasing decisions in today’s digitally saturated marketplace.
Survey results can be found here.
Mario Toneguzzi
Mario Toneguzzi is Managing Editor of Canada’s Entrepreneur. He has more than 40 years of experience as a daily newspaper writer, columnist, and editor. He was named in 2021 and 2024 as one of the top business journalists in the world by PR News. He was also named by RETHINK to its global list of Top Retail Experts 2024, 2025 and 2026.
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