Make money without leaving home, create content that generates profit, flexibility, and turn your own lifestyle into a business. This is the logic that has increasingly brought young people closer to the Direct Sales model. The sector, which has been renewed through digitalization, has captured Generation Z, who see social media not only as a space for expression but also as an important source of income. A study by ABEVD, in partnership with CVA Solutions, reinforces this shift: 49.5% of the sector is made up of young people between 19 and 29 years old. An audience that found a shortcut to financial freedom on the internet is a real alternative to the traditional market.
In this environment, two profiles stand out: those who use the platforms to sell their products and services, and those who use them to discover and buy new items. Not by chance, an Accenture study projects that social commerce will reach $1.2 trillion by the end of 2025, with Generation Z and millennials accounting for 62% of this global market. Platforms like TikTok illustrate this dynamic, as half of its users claim to have made purchases directly through the app, while 70% discover brands and products there – clear evidence that social media has become essential channels for commerce among young people.
And what was once seen as 'catalog sales' now has a different face. Instead of the product folder, there are Instagram stories. Instead of connections, there are directs. Direct Selling has evolved alongside digital behavior and has found in influencers a new group of entrepreneurs who sell, build personal brands, and also create content that fosters connection.
Real youth making their own history
Larissa Bileski, 20 years old, from Joinville (SC), achieved an important dream through Direct Selling: the purchase of her first car. "I started with some extra money that made a big difference in my daily life, but today it has become my main source of income and has led me to greater achievements," she reveals. In addition to financial gains, Larissa highlights the personal growth that this path provided: "I became a much more confident person, I developed my communication and leadership skills," she celebrates. On social media, her reach grew so much that she was invited to participate in a pilot project by Natura with TikTok One in Brazil, further expanding her opportunities as a digital entrepreneur.
Direct Sales, which once was only synonymous with meetings and catalogs, has reinvented itself with videos, stories, and algorithms. The sector moved approximately R$50 billion last year alone. "I started selling products on social media because I realized the potential to reach a larger audience and, consequently, increase my sales. What motivated me to take this step was the possibility of balancing my full-time studies with sales and, in this way, earning extra income, which has now become 100% of my source of income, even after completing my studies," says Larissa.
With a well-structured digital routine, the young woman turns her Instagram into a showcase and direct channel with customers. "I use Instagram to connect with my clients and also to prospect new ones, sharing news, tips, and promotions. This means of communication has become essential in my routine, as it allows for almost real-time interaction," he/she/they highlights.
Regarding her routine, Larissa explains that the day-to-day begins with organization and weekly planning, usually on Mondays. "Every day I set aside time to promote the products on social media, respond to customer messages, and organize orders," she says. Additionally, as a Business Leader, she dedicates time to studying the cycle promotions, aiming to maximize profits and guide her network of consultants to focus on the most advantageous offers. "Every day is unique, but my focus is always to provide quality service and keep my business moving. My manager, Andreza, always says: 'Luck finds those who are in motion' – and I truly believe in that," shares Larissa.
Connection, content, and digital intelligence
For Igor Henrique Viana Fernandes, 21 years old, reseller of theRoyal PrestigeIn Belo Horizonte (MG), digital presence is what sustains the credibility of the business. "When we show our daily life on social media, customers build trust. People buy more when they see that you truly live that," he says.
Both Larissa and Igor are examples of how Generation Z sees technology as an ally for entrepreneurship with freedom and innovation. "The future of Direct Selling lies in real connections. We do sell, yes, but we also inspire and create impact," affirms Larissa.
"Today, the entrepreneur is also a creator. They create content, build relationships, and generate opportunities. Direct Selling is that: a purpose-driven business where young people can truly earn money, with freedom, personal style, and impact," concludes Adriana.
