Earning money from home, creating profitable content, flexibility, and transforming one's lifestyle into a business. This is the logic that has increasingly drawn young people closer to the Direct Selling model. The sector, which has been renewed by digitalization, has won over 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 has 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 things. Not surprisingly, an Accenture study projects that social commerce should reach US$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 networks have become essential channels for commerce among young people.
What was once seen as 'catalog selling' now has a different face. Instead of product folders, there are Instagram stories. Instead of connections, there are direct messages. Direct selling has evolved along with digital behavior and has found in influencers a new group of entrepreneurs who sell, build personal brands, and create content that generates connection.
Real young people making their own history.
Larissa Bileski, 20, from Joinville (SC), achieved an important dream through Direct Selling: buying her first car. “I started with 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 the financial gains, Larissa highlights the personal growth this path has 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 selling, which was once synonymous only with meetings and catalogs, has reinvented itself with videos, stories, and algorithms. The sector generated around R$50 billion last year alone. “I started selling products through 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 combining my full-time studies with sales and, in this way, making extra income, which today has become 100% of my income source, even after completing my studies,” says Larissa.
With a well-structured digital routine, the young woman transforms her Instagram into a showcase and direct channel with clients. “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,” she emphasizes.
Regarding her routine, Larissa explains that her day-to-day life begins with weekly organization and planning, usually on Mondays. “Every day I set aside time to promote products on social media, respond to customer messages, and organize orders,” she says. In addition, as a Business Leader, she dedicates time to studying the cycle's promotions, seeking to maximize profits and guide her network of consultants to focus on the most advantageous offers. “Each day is unique, but my focus is always on delivering quality service and keeping my business moving. My manager, Andreza, always says: 'luck finds those who are in motion' – and I firmly believe in that,” shares Larissa.
Connection, content, and digital intelligence
For Igor Henrique Viana Fernandes, 21, a Royal Prestige in Belo Horizonte (MG), a digital presence is what sustains the credibility of the business. “When we show our daily lives on social media, customers build trust. People buy more when they see that you truly live what you do,” 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 sell, yes, but we also inspire and generate impact," says Larissa.
“Today, entrepreneurs are also creators. They create content, build relationships, and create opportunities. Direct Selling is all about that: a business with purpose, where young people can earn real money, with freedom, personal style, and impact,” concludes Adriana.
